Analysis of Trip.com Rebranding

Trip.com is one of the assets of Trip.com Group, established in 1999 and listed on NASDAQ since 2003. Trip.com Group Limited (formerly Ctrip.com International) is a Chinese multinational online travel company offering services such as accommodation bookings, transportation ticket sales, package tours, and corporate travel management. The group also includes Skyscanner, Qunar, and Ctrip, which are all online travel platforms. The platform boasts a large global database of locations, coupled with a user-generated review system, helping travelers access authentic information about various destinations.

Rebranding of Trip.com

In 2019, the group and its key asset underwent rebranding to support its growing global expansion. As part of this effort, the company decided to simplify its branding by dropping the letter “C” from the name, transitioning to simply Trip. This change aimed to position the brand as synonymous with travel itself. The name became available through the acquisition of a startup previously owned by Expedia, making it a vital asset for the business.

Brand Vision: Become your Non-stop travel Mate

Brand Mission: Make every trip the perfect trip for customers across the globe

Updated Brand Identity

The new brand colors include a palette of three primary colors and six secondary colors.

• Primary Colors: Blue, yellow, and white.
• The logo features the company name written in blue font, with a yellow dot separator.
• Blue is extensively used in the brand's identity, symbolizing travel, such as the sky for airplanes or the sea for vacationers.

Rebranding Outcomes

The core of Trip.com’s strategy is personalized travel, which is reflected in the company slogan: "Your Non-stop Travel Mate." Additionally, the company has taken steps toward curating content by partnering with TripAdvisor and encouraging user contributions. The reward program for reviews incentivizes active travelers to create quality content, fostering a culture of travel blogging on the platform. Trip.com also builds its own blog.

The platform enables users to make informed decisions independently while relying on expert opinions presented on the site. However, the company’s own communications remain fairly basic, focusing on core travel products and well-known attractions.

As a result of the rebranding, the brand's communications now target a broad audience of travelers, including first-time travelers seeking confidence in their service provider. However, the platform currently lacks content tailored to more experienced travelers.

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Electric Brand Consultants has an extensive portfolio in the travel industry. Contact our specialists to order rebranding services for your company.