梁建章：讓我們攜手大膽創(chuàng)新，為了人類更美好的未來

5月26日上午，由攜程集團主辦的Envision.2025全球合作伙伴大會，攜程集團聯(lián)合創(chuàng)始人兼董事局主席、人口經(jīng)濟學家梁建章發(fā)表了《Travel and Innovation》（旅行與創(chuàng)新）的主題演講，他介紹了旅行和創(chuàng)新、生育是未來人類最重要的活動：不僅在經(jīng)濟學上至關重要，更是人類在AI時代最具意義和成就感的行動。其中，從旅行創(chuàng)新的角度，他重點分享了三大類創(chuàng)新，即效率創(chuàng)新、可持續(xù)創(chuàng)新和獨特體驗創(chuàng)新。會上，他正式宣布，為進一步支持創(chuàng)新以促進旅游業(yè)發(fā)展，攜程將重磅投入 10 億元旅游創(chuàng)新基金，投資于全球創(chuàng)新項目。在此基金下，攜程還特別設立旅游創(chuàng)新獎，每年向主要的先驅(qū)者和有遠見的旅行創(chuàng)新者頒發(fā)1000萬元的獎金。

以下為梁建章演講實錄：

非常激動與大家相聚于此，你們當中有很多攜程的老朋友，也有新朋友，感謝大家的到來。

這是一個激動人心的時代，因為全球正在發(fā)生大量創(chuàng)新，這將真正推動我們的旅游業(yè)發(fā)展。

我記得上次（2024年12月18日阿布扎比，攜程集團全球合作伙伴峰會）與大家分享過我對人類未來最重要活動的哲學思考。對吧？

從經(jīng)濟、社會和哲學角度來看，人類未來最重要的活動有三項，其中兩項已列在此處，第三項答案現(xiàn)在就揭曉——是生育繁衍。另外兩項最重要活動是旅行與創(chuàng)新。為什么？因為它們不僅在經(jīng)濟學上至關重要，更是人類在AI時代最具意義和成就感的行動。

歷史上，旅行始終受技術變革影響。我們可以按目標將旅行創(chuàng)新分為三大類：第一類是效率創(chuàng)新，第二類是可持續(xù)創(chuàng)新，第三類（或許最重要）是獨特體驗創(chuàng)新。

例如我們的AI助手"TripGenie"，在提升客戶旅行體驗、優(yōu)化服務流程及激發(fā)創(chuàng)新旅行靈感方面取得顯著進展。第二類可持續(xù)創(chuàng)新方面，我們推出了"攜程度假農(nóng)莊"酒店品牌，通過發(fā)展旅游業(yè)助力欠發(fā)達鄉(xiāng)村社區(qū)經(jīng)濟增長與帶動就業(yè)。

去年我們試點低碳酒店模式，采用新能源技術（如太陽能板與儲能設施），幫助酒店實現(xiàn)碳排放減少30%。該模式投資回收期約7-8年，我們通過平臺流量傾斜提升酒店入住率，證明其經(jīng)濟可行性。我希望這是一個可擴展的模式，并且希望利用我們的技術，將這種低碳酒店模式推廣到世界其他地方。

第三類最令人興奮——獨特旅行體驗創(chuàng)新，這類創(chuàng)新有四個子類別。第一是技術驅(qū)動型，第二是文化驅(qū)動型，第三是藝術驅(qū)動型，第四是內(nèi)容驅(qū)動型。

我認為技術驅(qū)動型創(chuàng)新有很多例子，我只舉一個例子，那就是拉斯維加斯的“球體”和《來世》演出。在旅游業(yè)中，有很多先驅(qū)者利用最新的虛擬現(xiàn)實和數(shù)字技術，“球體”就是其中之一。它是世界上最大的LED穹頂劇院，內(nèi)部LED面積超過1.5萬平方米，外部面積5.4萬平方米，配備了多感官應急座椅。這種獨特的場地真的有助于提升戲劇體驗，其中一場演出《來世》是一個電子舞曲表演系列。

攜程數(shù)據(jù)顯示，Sphere劇場周邊酒店預訂量激增10倍，拉斯維加斯整體訂單同比增長56%；這種旅行創(chuàng)新確實有助于推動當?shù)亟?jīng)濟發(fā)展。

另一種為獨特體驗的創(chuàng)新是文化驅(qū)動型創(chuàng)新。這是一項15億美元的投資，用于在吉薩金字塔附近建造世界上最大的考古博物館。它獨特的建筑設計與吉薩金字塔相呼應。所以它在現(xiàn)代技術和歷史遺跡之間創(chuàng)造了一種視覺對話，這是相當奇妙的體驗。根據(jù)攜程的數(shù)據(jù)，我們開羅的訂單增長了125%，我們埃及的預訂量在今年和去年也都迅速創(chuàng)下歷史新高。

另一種為獨特體驗的創(chuàng)新是藝術驅(qū)動型創(chuàng)新。實際上，我明天要前往四川成都。制作燈籠是中國一項非常古老的傳統(tǒng)藝術。如今，成都附近的自貢，這座城市已成為大型燈籠制作企業(yè)的聚集地，世界上一些規(guī)模最大的燈籠制作公司坐落于此。近年來，當?shù)嘏e辦了燈籠節(jié)。這是同類活動中規(guī)模最大的，擁有世界上最壯觀的燈籠展示中心，并且多年來在技術和藝術設計方面不斷精進。去年，僅在節(jié)假日高峰期，這個燈籠節(jié)就吸引了超過 45 萬名游客涌入這座小城，只為一睹自貢燈會的風采。

根據(jù)攜程的數(shù)據(jù)，前往這個小城市的訂單同比增長了41%，目的地網(wǎng)頁瀏覽量同比增長約300%，人們對這個燈會的興趣與日俱增，所以如果有機會，我鼓勵大家去體驗一下。

最后但同樣重要的，我想談談內(nèi)容驅(qū)動型創(chuàng)新。世界各地都有好例子，不過我要說的最新例子是我們的攜程音樂獎（如歌的旅程）。實際上，昨天我們舉辦了一場盛大的（頒獎典禮）活動。這個音樂獎大約六個月前開始舉辦。我們設置了巨額獎金，總獎金超過100萬美元，一等獎超過10萬美元。這可能是這類音樂獎中獎金最高的。我們邀請了超過1萬名音樂人，提交了超過1萬首歌曲參加比賽。有超過3億觀眾收聽了這些歌曲，在社交媒體上引起了極大的關注。

這些歌曲不像其他音樂比賽的歌曲，它們必須與當?shù)匚幕數(shù)仫L景或當?shù)孛朗程貏e相關。所以，我給你們舉幾個例子。我們有《北京之聲》，有《成都之聲》，還有《上海之聲》，《上海之歌》特別講述了如何在上海享受一場很棒的派對。

理想情況下，當我們前往一個目的地，在去機場的路上，在去酒店的路上，我們應該收聽專門為當?shù)爻鞘形幕瘎?chuàng)作的最佳配樂。這些聲音將是為此目的而創(chuàng)作的最佳內(nèi)容。

正如你們所見，全球旅游業(yè)正在發(fā)生很多創(chuàng)新。但這還不夠。我們需要更多這樣的創(chuàng)新，讓游客來得了，并且還能再來。

所以為了進一步支持創(chuàng)新以促進旅游業(yè)發(fā)展，我們設立了（10億元）旅游創(chuàng)新基金。投資于創(chuàng)新項目，比如音樂獎、低碳酒店以及許多其他創(chuàng)新項目。為真正激發(fā)旅游業(yè)更多的創(chuàng)新活力，我們還需要創(chuàng)新者之間更多的合作。這就是為什么在這個基金下，我們還將設立旅游創(chuàng)新獎，每年向主要的先驅(qū)者和有遠見的旅行創(chuàng)新者頒發(fā)超過1000萬元的獎金。

表彰這些創(chuàng)新者非常重要，因為有時我們聽說了一些創(chuàng)新，這些創(chuàng)新確實使整個經(jīng)濟受益，但我們不知道是誰做出了這些創(chuàng)新，這些創(chuàng)新并沒有帶來應得的經(jīng)濟回報。這些人就像英雄，我認為必須得到認可。所以我們真的應該表彰他們，并且非常重要的是，提高他們在全球的知名度，擴大全球影響力，幫助他們?nèi)〉媒?jīng)濟上的成功。

最后，我認為通過設立這個獎項，我們可以真正邀請人們分享他們的觀點和想法，從而促進跨行業(yè)合作，不僅是擴大創(chuàng)新的規(guī)模，而且是在這些創(chuàng)新的基礎上進一步激發(fā)更多創(chuàng)新。

我希望通過我們大家共同努力，能夠攜手大膽創(chuàng)新，為了人類更美好的未來遠行。

非常感謝大家。

以下為英文演講內(nèi)容：

Good morning, so excited to be here with all of you. So many of you are longtime friends, and new friends. Thank you all for coming here.

It's an exciting time to be alive today, because there's so much innovation going on in the world, and that's going to really propel our travel industry. I think I shared with you last time my opinion and my philosophy about what the most important activities are for humanity going forward. Remember?

There are three most important — economically, socially, and also philosophically — activities for humanity going forward. Two of them are listed here. The third one will be a quiz question.

The third one — well, I'll tell you the answer now — the third one is procreation. Okay, we'll leave that behind. The two other most important activities are travel and innovation. Why? Because not only are they very important economically, but they are also the most meaningful activities, and the most fulfilling activities for humanity, especially in the age of AI.

Historically, travel has been really impacted by technology. So, we can broadly categorize travel innovation in three categories by purpose. The first is innovation for efficiency. The second one is innovation for sustainability. The third one, and probably the most important one, is the innovation for unique experiences.

At Trip.com, as an example, we are also really working very hard to leverage AI and robotic technology to further the efficiency in the travel industry. For example, our AI agent, which we call TripGenie, is really making a lot of progress in helping customers to improve the travel experience, improve the customer service experience, and also improve the travel idea exploration experience.

Second is innovation for sustainability. Last time, I shared with you that Trip.com has created a hotel brand specifically helping local communities, especially poor rural regions to advance their economy and employment by developing their travel industry. This is called Trip.com Group Country Retreats.

Last year, we experimented with the concept of low-carbon hotels by leveraging the latest new energy, clean energy technology. So, at this hotel, as an example, we installed solar panels and energy storage facilities — all part of our donation to the local community. That helps this hotel to realize a 30% reduction in carbon emissions and also economically it is quite viable. It has a payback period of 7 to 8 years, partly driven by our efforts to increase the exposure on our platform to drive more hotel guests to this hotel. So, I hope this is a scalable model, and we hope to leverage our technology to scale that low-carbon hotel model to the rest of the world.

Third, which I think is very exciting, is innovation for unique travel experiences. There are four subcategories in this type of innovation. The first is tech-enabled; the second is culture-enabled; the third is arts-enabled; and the fourth is content-enabled.

For tech-enabled innovation, I think there are many examples, and I’ll just show one example, which is the Sphere, and the Afterlife show in Las Vegas. I think in the travel industry, there are many pioneers to leverage the latest VR and digital technology, and the Sphere is the largest LED dome theater, with over 15,000 square meters internal LED area, and 54,000 square meters in exterior exosphere. It has a multi-sensory emergent seat arrangement, and this kind of unique venue really helps enhance the theatrical experience. One of the shows, Afterlife, is an EDM performance series, and it is generating a lot of revenues and financial returns for this innovation.

If you look at the Trip.com data, the hotels near this theater saw 10 times higher volume of bookings. For Las Vegas, the order from Trip.com has been growing over 56% year-over-year. So, this venue, and this travel innovation, is really helping to propel the local economy.

Another type of innovation for unique experiences is culture-enabled innovation. It really makes me want to go back to Egypt and Cairo again. This is a $1.5 billion investment in the world's largest archaeological museum near the Giza pyramids. Its unique architectural design is aligned with the Giza pyramids, so it's really creating a visual dialogue between the modern technology and the ancient sites. So, it's quite an amazing experience. Based on Trip.com data, our Cairo orders grew 125%, and our Egypt bookings also grew very rapidly, hitting a record high last year and into this year.

Another kind of innovation for unique experiences is art-enabled innovation. Lantern making is a very ancient traditional Chinese art, and this city has now become the home of some of the largest lantern making companies in the world. In recent years, it created this lantern festival. It is the largest of its kind, with some of the most magnificent lanterns in the world, and it keeps improving in terms of technology and in terms of art design over the years.

Last year, this festival — just during the peak holiday season — attracted over 450,000 visitors to this small city just to see the Lantern Festival. Based on Trip.com’s data, the orders to the small city grew 41% year-over-year and the destination web page (views) have grown about 300% year-over-year. So, we see increasing interest in this Lantern Festival and more and more visitors are expected to go to this Lantern Festival. The next time you are in Chengdu, I encourage you to experience this.

Lastly, but not least, I want to talk about content-enabled innovation. Actually, there are a lot of good examples all around the world. The latest example is our Trip Music Award.

Yesterday, actually, we had a big event. This music award started about 6 months ago. We gave a huge award prize. The prize money is altogether over $1 million, and the first prize is over $100,000 USD. This is probably the largest music award of this kind. We invited over 10,000 musicians, submitting over 10,000 songs to this contest. There were over 300 million viewers who listened to these songs — so it had a huge social media following. We just finished the contest, and among the top songs that received all the awards, you’ve probably heard some of the songs, which really became viral on social media, and each song is particularly related to that city.

So, this is not like any other music contest. These songs have to be specifically related to the local culture, local scenery or local cuisines. I’ll just give you some examples. We have the Beijing song, we have the top song for Chengdu, and the top song for Shanghai. The top song for Shanghai specifically talks about how to have a great party in Shanghai. Actually, we played the songs before this meeting, so you probably should have heard some of the songs. Ideally, when we visit a destination, on the way to the airport and on the way to the hotels, we should tune in to the best soundtrack specifically made for the local culture and local cities. These are the songs that will be the best content creation for that purpose.

So, as you can see, there's a lot of innovations happening in the travel industry around the world, but that's not enough. We need more innovations like that to make tourists come and come back again.

In order to further support innovations to promote the travel industry, we’ve established this Tourism Innovation Fund, to invest in innovation projects like the Music Awards, like the low-carbon hotels, like many other innovation projects, to really help spur more and more innovation in the travel industry. We also need more collaborations between innovators. That's why, in addition to this, we will establish a Tourism Innovation Award, to award annually over $1 million to the key pioneers, and visionaries — travel innovators.

To honor these innovators is very important, because sometimes we hear about innovations, and these innovations really help benefit the whole economy, but we don't know who made them. Those heroes must be, I think, recognized. But also, these innovations sometimes don't get the financial reward they deserve. So, we really should honor this, and also, very importantly, expand the global visibility, amplify the global visibility, to help them to achieve financial success. So, by this reward program, we hope to increase exposure for these innovations, to help them to achieve financial success.

Lastly, I think by having this award, we can really invite people to share their perspectives, their ideas, and to foster cross-industry collaborations — not just to scale these innovations, but to build on these, on the top of innovation, to spur further innovations. And I hope by working with all of you, together, we will be able to innovate boldly and travel far for the better future of humanity.

Thank you very much.