Trip.com Group’s Airline Global Conference (AGC) 2026 in Amsterdam spotlighted two near-term technologies for airline bookings: AI-powered personalisation and digital identity verification via mobile wallets.
Overview
The conference gathered airlines, airports, global distribution systems (GDS), and technology partners, including the International Air Transport Association (IATA), to demonstrate how AI and digital identity can reduce friction in travel booking and servicing.
AI-powered personalisation
Trip.com Group is embedding AI across its platforms to improve search, booking, and customer service. Key implementations include:
- TripGenie: An AI assistant that tailors recommendations and itineraries based on user preferences and past behaviour.
- Human-AI collaboration: AI augments customer service agents, enabling faster resolution of queries while maintaining trust.
- Agentic AI: Future development may include autonomous agents capable of handling complex, multi-step travel planning tasks.
COO Xing Xiong highlighted AI’s role in enhancing internal efficiency and customer experience, noting its potential to transform the online travel agency (OTA) landscape.
Digital identity pilot with IATA
Trip.com Group and IATA are piloting a Customer ID initiative, allowing travellers to store verified digital identities in mobile wallets (e.g., Google Wallet, Apple Wallet). The pilot aims to:
- Auto-fill booking details with a single click, reducing manual entry errors.
- Enable secure, consent-based data sharing between travellers and service providers.
- Simplify identity verification for check-in and boarding.
The optional feature is expected to roll out initially to a subset of users in the UK and US. Participating airlines include Air Canada, Turkish Airlines, and Qatar Airways, with technology partner Hopae.
Tradeoffs and considerations
- Privacy and security: Digital identity relies on secure, encrypted storage in mobile wallets, but adoption depends on user trust in data handling.
- Optional participation: The Customer ID feature will remain opt-in, ensuring travellers retain control over their data.
- Regional rollout: Initial testing in the UK and US may limit immediate global availability.
When to expect it
The Customer ID pilot is in active development, with no confirmed launch date. AI tools like TripGenie are already live on Trip.com platforms, with further enhancements planned.
Bottom line
AI and digital identity are poised to reduce booking friction and improve personalisation in air travel. While AI tools are already in use, digital identity pilots represent an early step toward seamless, end-to-end travel experiences. Airlines and OTAs will need to balance innovation with user trust to drive adoption.