Jules Shin

Area Manager for South Korea and New Zealand, Booking.com

Jules Shin is the Area Manager for South Korea and New Zealand at Booking.com, where she is responsible for driving growth, strategy, and operational excellence across these key markets. With over 20 years of experience in sales, marketing, and general management, Jules has established herself as a dynamic leader in the global travel and technology sector.

In her most recent two-year tenure as Area Manager of Korea, Jules successfully navigated the market’s recovery and expansion. Her portfolio was recently expanded to include leadership of the New Zealand market, where she now oversees business development and partner relationships.

During her 11 years with Booking.com, Jules has held various pivotal roles, including leading the APAC content teams. In that capacity, she drove localized content strategies through close collaboration with regional stakeholders to enhance the customer experience. Prior to joining Booking.com, she spent a decade in diverse leadership roles across multiple industries, including advertising and strategic planning.

Jules holds an MAT from the SIT Graduate Institute in the USA and a BA in Literature and International Business from Konkuk University in Korea. A respected industry expert, she is dedicated to leveraging technology to simplify the travel experience and fostering sustainable growth within the APAC tourism ecosystem.