On March 6, it was confirmed that Trip.com Group will remove the "AI Business Assistant" (price adjustment assistant) feature from its Ebooking merchant management backend starting March 10.

In the online hotel booking sector, major platforms commonly provide merchants with various pricing tools to enhance pricing efficiency, accelerate room sales, and improve order conversion rates.

Trip.com Group stated that after introducing the price adjustment tool in response to industry trends, it gradually received optimization suggestions from various stakeholders and came to recognize that such automated pricing tools, widely used in the hospitality industry, no longer align with the current requirements for high-quality development. The company is taking the lead in removing such tools to reduce irrational price competition among hotels, expand merchants' autonomy in pricing and profitability, and further encourage them to invest in and improve service quality.

Research indicates that after the removal of automated pricing tools, many merchants, constrained by their own staffing and operational capabilities, still objectively require platforms to provide pricing references and operational guidance to enhance efficiency and sales performance. To address this, the company will continue to offer advisory guidance through the "Operational Guidance" data center section in Ebooking. These suggestions are intended as indicative and reference information only. The company firmly supports national policies aimed at opposing disorderly competition and promoting healthy development within the industry, and is committed to steering competition back onto a rational, healthy, and sustainable track, working with all stakeholders to create a more merchant- and consumer-friendly platform ecosystem.