Alumni Industry Series | Rebecca Lao (IBBA 2010): Enhancing travel experiences with big data (with expert flight deal advice!)

Among the esteemed alumni network of CUHK Business School, distinguished leaders from various industries are celebrated. The Alumni Office proudly unveils the Alumni Industry Series, aiming to provide insight into the diverse professions and expertise of our alumni. Our inaugural feature highlights Rebecca Lao (IBBA 2010), senior customer & market insights manager, APAC, of Expedia Brands. Rebecca’s expertise lies in data analytics, where she meticulously analyses extensive datasets to discern evolving trends. Her strategic insights play a pivotal role in shaping departmental initiatives, ultimately enriching the overall travel experience for customers.

“We often use the term ‘optimise’ because achieving perfection in every aspect is unattainable. It is crucial to prioritise tasks and focus on optimising them to the best of our abilities,” Rebecca explains. This optimisation process she refers to is entirely data-driven. From staying abreast of the latest market trends worldwide to understanding shifts in traveller behaviours and preferences, Rebecca is well-versed in all aspects. After she consolidates and analyses the information, she presents relevant insights to various departments while offering her perspectives and recommendations.

“Within our global workforce of 17,000 employees, everyone manages a specific segment of our operations, and I’m just one cog in the wheel,” Rebecca reflects. “However, witnessing how our analyses and recommendations contribute to other departments’ strategic planning and implementation brings me immense satisfaction.”

 

Rebecca (second from right) works with colleagues from around the world.

While seemingly small, even the tiniest parts can wield significant influence. Shortly after joining the company, she was tasked with analysing marketing strategies and channels across Asia. Through this process, she discovered the most effective approaches for each region: digital advertising on social media platforms for Hong Kong, traditional mass media such as television ads for Japan, and strategic partnerships with the major search engine in South Korea. “In comparison to other regions in the Asia Pacific, Taiwan exhibits a strong preference for micro-influencer marketing, with fan bases ranging from 1,000 to 20,000 individuals,” she explains. “We presented our analysis findings and recommendations to the marketing department, and they implemented our suggestions with impressive results!” she adds enthusiastically.

 

Data delights: seeing insights in action

Another project she contributed insights to was the new feature launched by the company last year: an itinerary planner tailored for large family group travel. “We discovered from the data that multi-generational travel posed the greatest challenge among various travel combinations due to diverse interests and needs,” she explains. “We proposed the implementation of relevant tools to facilitate their planning process, allowing them to collectively organise their itinerary by incorporating activities tailored to individual preferences.”

 

Rebecca shares that her greatest fulfilment at work comes from seeing her analyses and recommendations adopted by other departments and implemented into actionable strategies.

Amid the pandemic’s turbulence, the tourism industry found itself at the forefront of change, a roller coaster ride that Rebecca bore witness to. Taking Hong Kong as an example, travel swiftly shifted from outbound ventures to localised “staycations,” prompting hotels to roll out enticing upgraded services. As global restrictions gradually eased, a glimmer of hope emerged with the phenomenon dubbed “revenge travel”.

“I’ve been closely monitoring the data across various regions,” Rebecca shares. “Early adopters of reopening strategies, such as Europe, America, and Australia, witnessed rapid rebounds in business. South Korea led the charge in Asia, with Hong Kong’s significant surge occurring just early last year. However, recent statistics indicate a stabilising trend, likely reflecting a more cautious approach by travellers amid the uncertain global economic outlook.”

 

Rebecca (third from the left) actively participated in various extracurricular activities while at school, including the Shanghai internship in the summer of 2008.

Over a decade since graduating, Rebecca remains deeply appreciative of the teachings and training she received at CUHK Business School, especially in honing soft skills like teamwork and public speaking, which have proven invaluable in her professional journey. Working within multinational organisations demands advanced communication abilities — precisely articulating concerns to management while effectively conveying underlying motives to peers. Active listening is paramount. “My colleagues hail from diverse backgrounds, spanning various ages, races, and cultures,” Rebecca explains. “Tailoring communication methods to suit their preferences is key; for instance, utilising more graphics for those inclined towards visual presentations.”

For recent graduates entering the workforce, Rebecca offers two invaluable pieces of advice. Firstly, she suggests actively applying classroom knowledge to real-world scenarios, such as delving into company financial reports and analysing business trends. “This is particularly crucial before interviews, as it provides insights into a company’s business prospects,” she notes. Secondly, she emphasises the importance of mastering tools like Excel to facilitate data analysis and management. “You can easily learn these skills online, ensuring you’re well-prepared for the tasks ahead,” she adds.

 

Rebecca advises travellers to double-check if their travel dates coincide with local festivals before finalising their plans, as hotels could be fully booked if so.

Alumni privilege: Insider tips on snagging the best flight deals!!

When it comes to searching for flight deals on travel platforms, do you know the optimal timing to secure the best deals? Rebecca leverages company data to guide us with the following insights:

• Purchase tickets six months in advance or within 28 days of departure:

  Ticket prices tend to peak between two to five months before departure. Therefore, it is advisable to book at least five-and-a-half to six months in advance or wait until 28 days before your departure date to secure the best deals.

• Opt for Sunday bookings:

  Fridays typically have the highest ticket prices. Booking international flights on Sundays can save you an average of 14% compared to booking on Fridays.

• Depart on Thursdays for savings:
  

  Departing on Thursdays can yield average savings of 16%, while Sundays usually feature the highest ticket prices.

• Choose flights departing after 9am:
  

  Flights departing from 3am to 9am at Hong Kong International Airport have a higher likelihood of being cancelled. Therefore, it is suggested to go for flights departing after 9am for a smoother travel experience.

Remarks made by the interviewee are merely made based on her personal views and do not reflect the views of the mentioned company.

 

CUHK Business School alumni are everywhere, transcending geographical and industrial boundaries. To explore more inspiring alumni stories, please click HERE.