Sarah Mathews

GROUP HEAD OF DESTINATION MARKETING APAC, TRIPADVISOR

A seasoned keynote speaker and travel trend spotter, Sarah has more than 20 years marketing, sales and digital experience across EMEA and APAC. She currently leads the digital marketing team at Tripadvisor across APAC.

Sarah is Tripadvisor’s insight-clopedia. With her background, Sarah has a deep understanding on how to leverage data, insights and digital platforms to develop impactful traveller-centered campaigns that drive marketing success, making sure clients are talking to the right audience, the right way.

Sarah’s core focus has been developing growth within the destination sector for Tripadvisor, working with key organizations and Ministries across the region. Her current role has evolved to working across the whole travel sector as well as driving new opportunities from the non-travel sector. Some of her recent clients include Tesla, Citibank, Accor, Tourism New Zealand and Japan Airlines

Under her leadership, the Asia Pacific team launched the first Tripadvisor Destination Academy, a three-day Digital Boot camp for government organizations and the CEO Challenge, a campaign that supports the discovery of lesser known destinations and in 2019 launched the first ever Asia Pacific Destination Leadership Summit focusing on the challenges and opportunities governments and ministries face in travel.

Sarah served as the youngest female chair of Pacific Asia Travel Association, including the roles of Vice Chair and Immediate Past Chair. Sarah is currently serving on the Regional Board of IAB SEA & IN. A keen advocate for women’s development, thought leadership and insight sharing, Sarah is a frequent speaker at events across the region.

Born and raised in Hong Kong, Sarah’s lived across the globe including London, Beijing and Australia and is now back in Hong Kong.