Global OTA Trip.com is to launch a digital identification pilot as part of a collaboration with industry body IATA.

The customer ID digital identity initiative aims to allow travellers to use persona data stored in online platforms like Google and Apple wallets to auto-fill booking forms.

The initiative is part of IATA’s Data and Technology Strategic Partnership and was announced this week in Amsterdam where Trip.com was hosting its first European Airline Global Conference.

The event saw around 350 delegates including representatives from 70 airlines come together to hear about the future of airline retailing and distribution, AI, and agentic commerce.

It is hoped the digital ID pilot will reduce friction and minimise errors for customers when they are making airline bookings.

The OTA said it “represents one of the early implementations of digital identity technology within the online travel sector and reflects the broader industry shift toward more seamless, end-to-end journeys”.

The firm added: “Such an innovation in digital identity can significantly simplify travel booking experiences by enabling travellers to share information with a single click, unlocking a new generation of more streamlined, efficient travel services.”

Nick Careen, IATA senior vice president, operations, safety and security, said: “Digital identity is a key enabler of a more seamless travel experience.

“Through this pilot with Trip.com, we are exploring how secure, wallet-based credentials can simplify the booking process, reduce errors, and give travellers greater control over their data.

“It is an important step toward delivering more efficient, end-to-end digital journeys across the travel ecosystem.”

Trip.com Group and its partners will evaluate future development and rollout plans for the optional Customer ID functionality which may involve a subset of users in the UK and US during the initial phase.

Participating airlines in the initiative are expected to include Air Canada, Turkish Airlines, and Qatar Airways, alongside technology partner Hopae.

This week’s Airline Global Conference heard from a line-up of key airline sector stakeholders and partners including IATA, Google, OAG, TikTok, and Amadeus.

It also heard from airlines including Air France KLM, Air Asia, and AJet about their emerging strategies and plans for working in collaboration with intermediaries.

The theme of this year’s conference was ‘Co-Creating Value: Leading the Future of Travel Through Intelligence, Trust, and Partnership’.

Much of the focus was on Artificial Intelligence and Agentic Commerce, with Trip.com chief operating officer Xing Xiong setting out how the company is actively embedding AI throughout its systems.

Amsterdam was chosen as the venue for the conference to underline Trip.com’s growth ambitions in Europe.

CT Ooi, the recently appointed chief executive of Flights at Trip.com Group, said: “In an AI-driven, interconnected travel landscape, no single player can create value alone.

“The next phase of airline–OTA partnerships will be defined by structured, tech-enabled collaboration, from revenue sharing to joint customer experience roadmaps.

“Real value will come from functional integration, demand-shaping algorithms and conversational AI, delivering measurable wins for airlines, platforms and travellers.”