Passionate about travel and hospitality, Ru Yi, AVP of International Markets at Trip.com turned her love for the industry into a dynamic career spanning resort management, hotel sales and attraction marketing. An alumnus of Singapore Management University (SMU) alumna twice over, Ru Yi earned both her undergraduate business degree and an Executive MBA (EMBA) from the university and credits her time at SMU for shaping her leadership mindset, strategic thinking and ability to thrive in a fast-evolving industry.
As the very first employee of Trip.com’s Singapore office, Ru Yi played a pivotal role in establishing the company’s pioneer overseas presence. Today, she leads the company’s Asia Pacific (APAC) expansion, driving strategic growth and forging key partnerships across the region. In an exclusive conversation, Ru Yi shared insights on her career journey, the challenges of managing Southeast Asia’s diverse markets and how her time at SMU, including the EMBA programme which she competed in November 2021, shaped her leadership approach.
Tell us about yourself and the journey that led you to your current role?
My journey in the tourism industry began right after I graduated from SMU with my undergraduate degree in business. Passionate about travel and hospitality, I started my career in the industry and gained extensive experience in resort management, hotel sales, and attraction marketing. Over the years, I had the opportunity to work with leading global brands, honing my expertise in commercial strategy, business development, and customer experience.
One of the most defining moments of my career was joining Trip.com as the first employee in the Singapore office. As part of the pioneer team, I was entrusted with the challenge of building the business from the ground up. From setting up operations to forming strategic partnerships, I played a key role in establishing a solid foundation for Trip.com in the region. As the business grew, so did my role—expanding my portfolio beyond Singapore and taking on larger market responsibilities.
Today, I oversee the APAC region, driving growth strategies and market expansion for Trip.com. The journey has been incredibly rewarding, and I continue to be inspired by the dynamic nature of the travel industry and the opportunity to create meaningful travel experiences for customers across the region.
What drew you to this line of work?
Initially, it was my personal passion for travel that drew me into the tourism industry—I loved travelling myself and naturally hoped to turn that interest into my profession. Additionally, I was deeply impressed by the elegance and professionalism of people working in hospitality, particularly in the hotel industry. The polished appearance, refined manner, and charisma they exuded inspired me—I saw in them the kind of person I aspired to become.
Once I entered the tourism industry, however, my appreciation grew even deeper. I soon discovered tourism’s timeless appeal—travel has evolved from being merely a desire to becoming an essential part of people’s lives, shifting from a ‘need’ to a ‘must.’ This evolution creates boundless opportunities and growth within the industry.
Moreover, tourism is an industry filled with warmth and human connections. Behind every joyful travel experience, there are countless dedicated professionals working hard to make it happen. This sense of purpose and the warmth of serving others resonated deeply with me.
Finally, people who enter the tourism industry often stay for the long run. Over time, many colleagues, clients, and partners become genuine friends, creating a community where mutual respect and friendship thrive. This sense of belonging has reinforced my passion for tourism and made me truly appreciate and love this industry and the amazing people in it.
Can you tell us about Trip.com and how you and your team contribute to its success?
Trip.com Group is a leading global travel service provider, offering a comprehensive range of travel products and services, including flights, hotels, attractions, car rentals, and more. With millions of users worldwide, we are committed to making travel easier, more accessible, and more enjoyable for our customers.
As part of the APAC leadership team, my team and I play a critical role in sourcing and managing travel-related products across the region. Our goal is to ensure that travelers can find everything they need on Trip.com—whether it’s hotels, attractions, or other travel experiences—at the best possible quality and value.
We work closely with hotels, resorts, theme parks, and other travel partners to curate a diverse selection of offerings, negotiate competitive pricing, and deliver seamless booking experiences. Beyond just procurement, we focus on strategic partnerships and market expansion, which help to strengthen Trip.com’s presence across the APAC region.
Ultimately, our mission is to create value for both travelers and our partners—ensuring that customers have access to high-quality travel experiences while helping businesses grow through our platform. It’s incredibly rewarding to be part of a team that connects people with unforgettable journeys and shapes the future of travel in the region.
What sort of challenges do you face in handling a large and diverse region?
Managing the APAC market is both exciting and complex because of its diversity in cultures, economies, and consumer behaviors. While the region offers immense growth potential, it also comes with its unique set of challenges:
1️ Talent Acquisition & Development
Finding and retaining top talent across different countries is always a challenge. Each market has its own hiring landscape, skill gaps, and employee expectations. To overcome this, we focus on building a strong employer brand, providing career development opportunities, and fostering a culture of inclusivity and growth.
2️ Cultural Integration & Cross-border Collaboration
APAC consists of vastly different cultures and business practices. What works in one country may not work in another. Managing a diverse team means ensuring that different perspectives are valued, communication is effective, and we cultivate a unified company culture while respecting local customs.
3️ Balancing Globalisation & Localization
While we drive global strategies for Trip.com, we must also deeply localise our approach in each market. This includes adapting marketing strategies, user experiences, and product offerings to meet local consumer preferences. Striking the right balance between global efficiency and local relevance is key to our success.
4️ Competitive Market Landscape
The travel industry is highly competitive, especially in APAC where multiple global and regional players are vying for market share. We stay ahead by leveraging data-driven insights, strengthening partnerships, and continuously innovating our product offerings to deliver unique value to travellers.
Despite these challenges, I see them as opportunities for growth and innovation. Navigating APAC requires agility, cultural intelligence, and a deep understanding of market dynamics—which makes the work both rewarding and impactful.
In what ways have your experiences at SMU influenced your thinking?
My journey at SMU—both as an undergraduate and later as an EMBA student—has profoundly shaped the way I think, learn, and engage with the world.
One of the most valuable lessons I took away from SMU is the importance of structured and efficient learning. The program constantly exposed us to new learning tools and frameworks, enabling me to absorb and process information in a more systematic and effective way. This has been incredibly useful in my professional life, where staying ahead of trends and making informed decisions is crucial.
Beyond structured learning, the open discussions and intellectual debates at SMU played a key role in expanding my perspectives. The diverse backgrounds of my classmates meant that every conversation brought in fresh insights, allowing me to see challenges from multiple angles. Rather than just receiving knowledge in a one-way format, we engaged in deep discussions, challenged ideas, and refined our thinking through constant dialogue.
Another unique aspect of SMU is its high-calibre faculty and classmates, many of whom are industry leaders with extensive regional experience. Learning from their expertise—whether it was a professor sharing a case study from the field or a classmate discussing a real-world business challenge—gave me a richer, more global perspective on business and leadership.
More importantly, the relationships built at SMU extend far beyond the classroom. The alumni network is strong, and the friendships formed during the program continue to be a source of support, knowledge-sharing, and inspiration. Even after graduation, we stay connected, exchanging ideas and experiences that help us grow both personally and professionally.
SMU has not just been a place of education for me—it has been a continuous journey of learning, collaboration, and meaningful connections that shape the way I lead and make decisions today.
What is your advice for those aspiring to take up a postgraduate programme?
Taking up a postgraduate program is a transformational journey, and if you’re considering it, my biggest advice would be: go in with an open mind and a clear purpose.
Be Clear About Your “Why”
Before committing to a postgraduate program, take time to reflect on why you want to do it. Is it to gain new knowledge, expand your network, transition into a new industry, or refine your leadership skills? Having a clear purpose will keep you motivated and help you maximize your experience.
Embrace the Learning Process
Unlike undergraduate studies, postgraduate programs are not just about acquiring knowledge but about how you think, challenge ideas, and apply what you learn. Be ready to unlearn old perspectives, engage in deep discussions, and absorb insights from peers with diverse backgrounds. The more you contribute, the more you gain.
Your Classmates Are Your Greatest Resource
One of the most valuable aspects of an EMBA is the people you meet—professors, classmates, and alumni. Everyone brings unique expertise and experiences, and the relationships you build will extend far beyond the classroom. Treat your cohort as a lifelong network of mentors, collaborators, and friends.
Photo credit: Ru Yi