Sarah Mathews

Group Head of Media Partnerships 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 organisations 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  organisations 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.