Trip.com Group is shifting its strategy in the live entertainment sector, moving beyond the sale of concert tickets and hotel rooms to capture a larger share of fan spending. The company announced plans to bundle local attractions, ground transportation, and dining experiences with event tickets, aiming to turn short concert visits into longer, more lucrative travel itineraries.
Targeting Extended Stays
The initiative targets fans who travel specifically to see their favorite artists, a demographic that often books accommodations near venues and prioritizes proximity to the stage over exploring the city. Edison Chen, vice president of destination marketing and strategic alliances at Trip.com Group, stated during a media briefing in Singapore on Wednesday that most concertgoers ideally wanted to spend an average of four days at the destination.
By offering a wider array of services, the company hopes to persuade these “artist-first” travelers to extend their trips. Chen noted that fans flying in for a show can be encouraged to spend additional days exploring the location, creating opportunities for the platform to sell additional experiences beyond the primary event.
Booking Growth and Partnerships
Trip.com Group reported significant growth in this segment, with bookings for concert travel packages rising 64% year over year in the first half of 2026. Music-related package trips saw an even sharper increase of 80% in the second quarter alone. The company entered the live-entertainment travel market in Asia approximately one year ago through a partnership with Live Nation.
In November 2025, Trip.com began selling concert, sports, and theater tickets directly through an agreement with Dublin-based ticketing firm Coras. This deal provides the company with primary inventory across European football, U.S. sports, Broadway, and the London West End. Jesse Yang, head of corporate branding and global events partnership, highlighted the impact of these offerings, noting that an exclusive presale for BTS concerts in Bangkok led to flight bookings from Hong Kong to Bangkok roughly tripling, while bookings from Singapore rose about 200%.
Expanding Inventory and Venue Footprint
To support this growth, Trip.com has launched a new “Trip Events” section on its homepage. This feature lists shows even in markets where the company does not hold a direct ticketing relationship, allowing it to capture interest and drive traffic to its broader travel services. Simultaneously, Live Nation Asia is expanding its venue footprint in key cities including Bangkok, Singapore, and Hong Kong, further solidifying the infrastructure for concert tourism in the region.
Source: Skift
