Wei Fang's questions to Trip.com Group (TCOM) leadership • Q2 2025
Question
Wei Fang from Mizuho Securities asked for an update on the marketing progress for the Trip.com international brand in Q2 and the marketing strategy for the rest of 2025.
Answer
CEO Jane Sun stated that the marketing strategy has been effective, with disciplined, ROI-driven investments focused on acquiring app users. In Q2, the native mobile app accounted for approximately 70% of global orders. The strategy involves dynamic budget allocation to high-performing channels, and for the rest of the year, the company will continue signature campaigns while maintaining disciplined spending.