Trip.com has recently introduced a summer-friendly public welfare initiative named "Trip.com Multi-Child Privileges," designed to assist families with multiple children in achieving smoother travel experiences across hotel, attraction, and air ticket categories. Concurrently, the company's self-produced micro-variety show for multi-child families, "Let's Go! Sons and Daughters," has also been launched, with James Liang, Chairman of the Board of Trip.com Group and a demographic economist, serving as its producer.

Through these two initiatives, Trip.com is systematically extending its years of family-friendly practices from within the company to user-facing products, targeting a long-overlooked demographic: families with multiple children. It is reported that over a thousand family-friendly hotels and over a thousand tourist attractions in China have actively responded to this program. Participating hotels offer various benefits for families with two or more children, such as complimentary breakfasts, free extra beds, and children's welcome gifts. Participating attractions provide free admission for the third child and beyond in qualifying multi-child families.

"Most families have members working for enterprises, so exploring what businesses can do to be fertility-friendly is a worthwhile investment," stated James Liang during a media dialogue. "Trip.com hopes to take a leading and exemplary role in this regard, reflecting the convenience and benefits for multi-child families in the products and services offered jointly with industry partners. We hope enterprises in other industries, not just tourism, will actively participate."

Based on calculations combining data from the UNICEF report "Children in China 2024" and China's Seventh National Population Census, there were approximately 12.86 million households with three or more children in China in 2020. With the relaxation of birth policies, the proportion of third-born and higher-order births among recent births has stabilized at around 12%. Projecting this forward and including existing families, it is estimated that by 2026, the number of households with three or more children in China will reach about 15 million—a demographic of tens of millions that is still growing.

In 2025, James Liang established the "Chuang Sheng Fund" in a personal capacity, advancing several research projects and innovative attempts focused on the fertility and child-rearing realities of ordinary families. "Multi-child families" are one of the key samples the fund has recently focused on. A survey by the "Chuang Sheng Fund" of 110 multi-child households revealed that over 75% travel more than twice a year, with 21% maintaining a high frequency of travel quarterly or even monthly. The issue, however, is that these families exist in a social and commercial environment currently more adapted for single-child households, leading to inconveniences at every turn during multi-child travel. In accommodation, scarce room types are the most frequently mentioned pain point. In transportation, some ticketing systems' rules are still based on the "one adult plus two children" configuration. In information access, parents face platform information with limited accuracy.

Based on identifying these pain points, Trip.com Group Ltd (ASX: 09961) has launched the "Trip.com Multi-Child Privileges" initiative, partnering with collaborators across hotels, attractions, and airlines to collectively enhance the travel experience for multi-child families. Regarding the hotel "Multi-Child Privileges," families with two or more children staying at partner hotels can enjoy three benefits: complimentary breakfast for children under 12, a free extra bed, and children's welcome gifts. Over a thousand hotels have already participated. "We hope multi-child families can ideally stay together," James Liang expressed. "Adding a free bed in the parents' room allows children and parents to stay together without extra cost. Coupled with free breakfast and children's gifts, multi-child families can have more joy."

On the attraction side, from August 5th to 31st, over a thousand participating sites are offering free admission for the third child and beyond within the program's rules. On the air ticket side, addressing the current situation where some smaller airlines do not support one adult traveling with three children, Trip.com is encouraging these carriers to align with the standards of China's three major airlines, improving the convenience for multi-child families to purchase all tickets at once. Simultaneously, Trip.com is also increasing investment in seat selection capabilities to help multi-child families sit together as much as possible.

While some multi-child-friendly measures existed in the industry before, Trip.com's leadership and establishment of standards not only lower the travel barrier for multi-child families but also provide businesses with clear directions for adaptation and new customer sources. James Liang noted, "Many merchants highly recognize investing from a public welfare perspective. At the same time, multi-child benefits encourage these families to travel, bringing tangible incremental business."