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In our Buyer Spotlight series, we speak with corporate travel leaders across the Asia Pacific region to understand how they’re navigating the realities of managing business travel today. By asking the same set of questions, we uncover common challenges, different approaches, and shared lessons shaping travel programmes across APAC.

This time, we hear from Mina Salim, Travel Manager APAC at JBT Marel, who shares her perspective on regional booking challenges, sustainability evolution, and why understanding your travellers is key to long-term success.

Q1: What’s the biggest challenge you’re currently facing in your travel programme?

“Right now, it’s finding one online booking platform that actually works across the whole Asia market. There’s still no single solution that fits, and without a regional TMC partner, it’s tricky to keep things consistent and streamlined.”

Mina highlights a challenge many APAC travel managers recognise immediately — the lack of a truly unified online booking solution across diverse markets. Without a strong regional TMC structure, maintaining consistency, compliance and visibility can become complex.

It’s a reminder that in Asia Pacific, travel management is rarely plug-and-play.

Q2: How are you balancing cost control and traveller experience across such a diverse region?

“It’s a balancing act. I’ve been focusing on understanding traveller behaviour — how and why they book the way they do — and using that insight to manage costs without compromising their experience.”

Rather than focusing purely on policy enforcement, Mina looks at behaviour first. By analysing booking patterns and traveller decision-making, she can manage costs more intelligently — influencing choices without eroding traveller satisfaction.

In a region as varied as APAC, behavioural insight often becomes the most powerful cost-control tool.

Q3: Has your approach to sustainability shifted over the past year? If so, how?

“Yes, it has. We used to mainly report emissions, but now the conversation has shifted to action — looking at what else we can do beyond reporting to actually make a difference.”

This shift from reporting to action reflects a broader evolution in corporate travel sustainability. For Mina, emissions data is no longer the end goal — it’s the starting point. The focus now is on meaningful initiatives that go beyond measurement and drive tangible impact.

Q4: What do you wish more suppliers understood about supporting buyers in the Asia Pacific region?

“I think flexibility is key. The Asia Pacific market is so varied, and a one-size-fits-all approach doesn’t work. Suppliers who can adapt to local needs and nuances really stand out.”

Flexibility continues to emerge as a central theme across our Buyer Spotlight conversations. APAC is not a single market, and buyers value partners who recognise regional differences — from infrastructure and payment methods to cultural and operational nuances.

Q5: How are you using data to make travel programme decisions more strategic?

“We’re using data to tell a story — helping management see where we can save money, educate travellers, and plan better, especially when it comes to complex or large-scale projects.”

For Mina, data is more than reporting — it’s communication. By translating travel data into clear business narratives, she helps leadership understand where efficiencies can be gained and where traveller education can make a measurable difference.

Q6: What technologies have made the biggest impact on your team this year?

“Switching to a TMC that really focuses on user satisfaction and self-service has made a huge difference. It’s improved the traveller experience and simplified things for the team.”

Technology, when paired with the right service mindset, can significantly improve both traveller satisfaction and internal efficiency. Mina’s experience shows that the right TMC partnership — one that prioritises user experience and self-service — can streamline operations while enhancing support.

Q7: What’s one piece of advice you’d give to a peer managing travel across the region?

“Get to know your business and your travellers — what works for one company might not work for another. Having the right systems and processes in place makes all the difference and so does keeping traveller safety front and centre.”

A strong closing insight. Understanding organisational culture, traveller needs, and internal processes is foundational to building a resilient travel programme. And in APAC’s complex operating environment, keeping traveller safety at the forefront remains non-negotiable.

Mina Salim’s perspective reinforces a recurring theme across our Buyer Spotlight series: flexibility, insight, and alignment matter more than ever in APAC corporate travel. From evolving sustainability strategies to behaviour-driven cost control and the importance of adaptable supplier partnerships, her approach reflects a thoughtful and strategic mindset.

Want to connect with travel leaders like Mina Salim?
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