Trip.com Group (NasdaqGS:TCOM) put the spotlight on its AI travel assistant, TripGenie, during ITB Asia 2025. The company shared how the platform's success in boosting user engagement and bookings is shaping the expansion of its travel services.

Trip.com Group’s announcement about enhanced AI-driven travel experiences comes as momentum is building in its stock, which has delivered a 15% total shareholder return over the past year and an impressive 194% over three years. Shares have seen a notable 10% gain in the last quarter alone as investors respond to consistent growth signals and the promise of new digital services.

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With upbeat returns and a fast-growing AI offering, is Trip.com Group’s current price still underestimating its potential, or is the market already reflecting all of that future growth in its valuation?

Most Popular Narrative: 16% Undervalued

With Trip.com Group's fair value estimated at $83.54, about 16% above the latest close of $70.14, the narrative points to significant upside if expected trends play out. Let’s see the heartbeat of the analyst view fueling this optimism.

"Ongoing investment in proprietary artificial intelligence, personalized recommendation engines, and integrated 'one-stop' trip planning tools (like Trip.Planner and Intelli-Trip) is driving higher user engagement, stronger repeat bookings, and better operating leverage. This supports margin expansion and increased customer lifetime value."

Want to find the formula behind this bullish view? The secret lies in a mix of projected revenue acceleration, more profitable margins, and a bold future profit multiple that keeps analysts leaning bullish. What surprise metric tips this fair value so high? Dive in to uncover the pillar driving the narrative’s upside target.

Result: Fair Value of $83.54 (UNDERVALUED)

However, ongoing pricing pressure and shifting travel demand trends could quickly challenge these upbeat analyst projections. This makes careful monitoring essential for investors.

Build Your Own Trip.com Group Narrative

If you see things differently or want to chart your own path, you can build a data-driven narrative in just a few minutes. Do it your way

A good starting point is our analysis highlighting 4 key rewards investors are optimistic about regarding Trip.com Group.

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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.