John Choi's questions to Trip.com Group Ltd (TCOM) leadership • Q1 2025
Question
John Choi of Daiwa noted that sales and marketing expenses were lower than expected and asked for the full-year outlook on this line item.
Answer
CEO Jane Sun explained the sequential decrease was due to seasonal shifts in China. She reiterated that marketing investments are ROI-focused and adjusted in real-time. While short-term fluctuations can occur due to market mix, the long-term goal is to improve efficiency through increased direct mobile traffic, enhanced cross-selling, and stronger customer loyalty.