'The real value of travel in the AI age': Innocean launches new Trip.com campaign

Innocean (CEO Kim Jeong-a) announced Sunday the launch of a new brand campaign for global online travel platform Trip.com.

The campaign is titled "A TRIP. must be real. Hotels must be TRIP."

Innocean said it conceived the campaign around the idea that even as generative AI technology becomes part of everyday life — making it easy to produce travel images and videos with a single prompt — the essence of real travel can only be fully felt through actual experience.

Central to the campaign is the message that "the real sensations and excitement that only travel can offer can never be replaced by AI," which Innocean said effectively conveys the vivid travel experiences and diverse opportunities Trip.com provides.

The campaign comprises five videos in total, beginning with a launch film followed by a series set against destinations whose names contain the letters "AI": BRIT'AI'N (Britain), SHANGH'AI' (Shanghai), JEJU TR'AI'L (the Jeju Island Olle Trail) and CHIANGM'AI' (Chiang Mai).

The launch film captures travel moments that can only be felt firsthand — morning sunlight filtering into a hotel room, the air of an unfamiliar city. Subsequent destination videos portray the tranquility of hotel stays and the thrill of travel through the eyes of a range of travelers, including families, couples and solo visitors.

The campaign will run across major digital channels including TV, YouTube and Instagram. It will also air through offline channels, including elevator media screens in major urban apartment buildings and office complexes, as well as at Gimpo and Jeju airports.

"Even in an age when anyone can experience travel vicariously through AI, we wanted to emphasize that the true joy of travel is something you can only discover by going yourself," an Innocean official said. "We hope people will enjoy the best travel this summer through the wide range of services and global infrastructure that Trip.com, a trusted online travel platform, has to offer."