Trip.com Sets Sights on Expanding Its Horizons in Vibrant Vietnam Travel Market

In a bold push toward expansion, Trip.com Group has set its sights on Vietnam, Indonesia, and the Philippines, said Boon Sian Chai, managing director and vice president of international markets, during a recent event. This ambitious growth phase emphasizes enhancing services and ramping up their workforce in Vietnam.

New Offices in Vietnam

“We’ve opened an office in Hanoi in the past year and are looking into establishing another one in Da Nang, if feasible,” Chai revealed. Trip.com has been steadily enhancing its offerings in Vietnam, which include hotel bookings, flight tickets, and tours, since before the pandemic.

Impressive Market Position

With a market cap surpassing US$43 billion, Trip.com ranks third after Booking Holdings and Airbnb. The company’s presence in Vietnam has notably intensified in 2024 through strategic investments and partnerships, including a recent $10 million stake in M Village, a hotel chain founded by former Coffee House CEO Nguyen Hai Ninh. “This is currently the most efficient hotel chain on our platform,” Chai noted.

Strategic Partnerships and Growth Opportunities

In addition to its investment in M Village, the company forged alliances with Vietjet and established a strategic partnership with Vinpearl. During a meeting with Vietnamese Prime Minister Pham Minh Chinh at the World Economic Forum in Davos, Switzerland, Trip.com CEO Jane Sun expressed a keen interest in exploring more investment opportunities within Vietnam’s thriving tourism landscape.

The Booming Tourism Sector

The motivation behind this focus lies in the flourishing tourism sector. In the first four months of 2025, Vietnam welcomed 7.67 million foreign visitors, marking a 23.8% increase compared to the same period last year, according to the General Statistics Office. Notably, China topped the list of source markets with 1.95 million visitors, accounting for 25.4% of total arrivals.

“Demand for travel to Vietnam has surged by nearly triple digits in our observation,” Chai asserted, adding that key markets contributing to this growth include South Korea, Russia, Taiwan, and China. Customers have expressed high satisfaction with the services available in Vietnam.

Future Projections

As per Google, Temasek, and Bain & Company, Vietnam’s online travel market is experiencing double-digit growth, expected to rise from US$4 billion in 2023 to US$5 billion in 2024. Indian market researcher Mordor Intelligence highlights Vietnam’s position among the top five in the Asia-Pacific travel market, with potential to reach an estimated US$10 billion by the end of the decade. Yet, Chai cautioned that Vietnam poses unique challenges, particularly concerning language and payment systems.

“Nonetheless, we are committed to investing in this market to foster growth, attract international tourists to Vietnam, bolster domestic tourism, and facilitate outbound travel,” he concluded. With a footprint in 39 markets, Trip.com reported revenues of CNY53.29 billion (US$7.5 billion) in 2024, showcasing a robust 19.7% increase from the previous year.

As travelers dig through Vietnam’s rich culture and stunning landscapes, Trip.com is poised to make quite an impression—will they start offering guided tours by elephants next?

Questions & Answers

What is Trip.com Group’s growth strategy in Vietnam?
Trip.com aims to expand its services and workforce in Vietnam, including the establishment of new offices in major cities.

How significant is Trip.com’s market position?
With a market cap of over US$43 billion, Trip.com is the third-largest player in the online travel market, following Booking Holdings and Airbnb.

What challenges does Trip.com face in Vietnam?
The company faces unique challenges, particularly related to language barriers and payment methods, but remains committed to investing in the Vietnamese market.