AirAsia PR & Communications Manager (Australia), Sarah Quinn, looks after AirAsia’s media interests in Australia, both reactive and proactive.
This week we caught up with Sarah for Talking Travel and this is what she had to say.
What does your job involve?
Our primary objective in this market is to increase awareness of our brand, familiarity with our product and to entice people to try one (or more) of our 150+ destinations. Japan, Hawaii, Sri Lanka, Malaysia or The Maldives anyone?! Once people experience AirAsia we find they become our biggest advocates, which is no doubt why we’ve gone on to win the title of world’s best low-cost airline 11 years running! My role is to build positive and mutually beneficial relationships with journalists and industry partners to ensure our name is always out there and top of mind for people.
What do you enjoy most about your profession?
The travel industry is full of passionate, talented and energised professionals. I think most of us know how lucky we are to work in a field that is in such high demand and it’s nice to be surrounded by people who don’t take it for granted. The chance to explore the world and experience new destinations is another obvious advantage. So, a combination of great people and great places is always a winner!
What are the biggest challenges for you in your profession?
As any PR knows, it can be challenging to successfully shape the desired narrative for your organisation in the media, but it’s a challenge I thoroughly enjoy. AirAsia is such a strong and trusted brand in Asia, and my goal is to achieve that here too. We’re definitely seeing positive early signs of a shift in perception of our airline in Australia.
What do you think is one of the biggest challenges the industry faces?
Becoming more accessible to everyone. Travel is on most people’s wish list but many experiences and companies still don’t cater to a range of needs. We must continue to break down barriers (physical and attitudinal) so that people living with a disability can travel easily too.
What do you think will be the biggest game changer in the travel industry in the next 12 months’?
Automation and digitalisation are the biggest game changers our industry has seen in recent times and it’s only going to continue which offers huge opportunity for those at the forefront of the transition. AirAsia, for example, recently announced its transformation from airline to online travel agency. The fact we now offer a one-stop shop where you can buy a ticket on another airline at airasia.com is just the beginning of what’s possible!
What destination/travel trend do you think is the next big thing?
Conscious, sustainable and philanthropic travel are undeniably already driving forces behind what and how travel companies are delivering. People want to feel good about their purchase and at ease about how the company they are dealing with manages its own impact. People also want more from their travel. It’s the need for self-actualisation – to feel like they’ve contributed positively or had a unique and fulfilling experience. Basing a trip around giving back can do just that.
What are your thoughts on responsible travel and how do you try implement this in your workplace?
It’s essential to the longevity of our industry. We have to look after what we have. There’s a real sense of responsibility and personal accountability that is developing in the travel industry which can only be a good thing. AirAsia is quite progressive in this sense and has a number of sustainability initiatives in place around energy consumption, fuel management and through its AirAsia Foundation.
Who inspires you most and why?
My grandfather. He achieved great things professionally while remaining uncompromising as a family man. Early in his career he was with Qantas (later followed by my father – no doubt that’s what sparked the travel bug in me). He then went on to develop a community training centre dedicated to providing underprivileged and overlooked Australians with vital skills to get them into the workforce. For this he was awarded an OAM. At age 75 he went back to uni and commenced a law degree and he practiced, representing victims in the family court, until he passed away. He was a dedicated, kind, giving overachiever. He left a legacy in his professional world but most of all with his children and grandchildren.
What is your must pack travel item(s)?
An interesting book (time on an airplane for me is all disconnecting – although inflight WiFi is making that increasingly challenging!), a great Spotify playlist or podcast and my personalised travel wallet to keep me organised.
Who would you invite on your next holiday if you could choose anyone and where would you go?
I’m lucky to have some incredible friends who are just like family and who have been there for me through a few challenges this year – I’d love to take them all on an African safari to thank them and share an experience that is high on my bucket list!
