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Still-spirited Trip.com makes content push in China as covid limits international travel

07/26/2021| 11:51:41 AM|

Trip.com aims by 2025 to generate more than $1 billion in annual advertising revenue tied to content.

Travel stocks such Booking Holdings and Expedia have been mixed in the past month amid a resurgence of Covid-19 cases in much of the world. Trip.com, China’s largest online booking agency, tumbled to a 13-month low in U.S. trading on Friday even though the country remains relatively isolated from the pandemic. 

The spread of the Delta variant elsewhere, however, doesn’t appear to be having much of an impact on a big Trip.com push to boost business at home from a relatively new target: online content.

After a successful series of colorful “Boss Live” livestreaming events by its chairman James Liang last year to help pandemic-hit hotels in China drum up business, still-feisty Trip.com aims by 2025 to generate more than $1 billion in annual advertising revenue tied to content. 

That figure doesn’t include new business from the booking of tickets by users that place orders after they view Trip.com’s videos, CEO Jane Sun said in an interview at the company’s Shanghai headquarters earlier this month.

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TAGS: Trip.com | content
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