AT is going great guns in China. If successful, the company would be reinventing itself.
"...in relation to the Group’s expansion plan
into the huge China travel market, the Group had spent bstantial resources and
management time to set up a China Operation Centre in Beijing, China, which was
operational in September 2015. The purpose of the China Operation Centre is to allow the
Group to develop a significant China-centric business to capture the growing travel market in China. In furtherance of the Group’s expansion of operations in China, the Group has since:
(i) relocated its Singapore-based senior management team to lead China operations;
and
(ii) launched a dedicated China-centric platform (at
cn.asiatravel.com
) to provide
consumers with comprehensive China outbound market and domestic destinations
products. In addition as its China destinations products mature it will leverage on the
Group S.E Asia and Middle East market and ground operational presence to drive
inbound traveller to China.
The Group is also in the process of conducting mass recruitment in China to support its fullscale China operations, and developing aggressive marketing programmes and channel
partnerships to target ‘B2C’ (Business to Consumer) and ‘B2B’ (Business to Business) segments of the Chinese travel market..
