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COMPANY PROFILE OF SRI AMERICA TRAVEL CORPORATION SDN BHD
Sri America Travel Corporation Sdn Bhd, popularly referred to as SA Tours,
began operations in 1979 principally in the tour, cruise and ticketing
business. There are presently three SA offices in Malaysia supported by a
network of retail agents throughout the country.
Headquarters
Sri America Travel Corporation Sdn Bhd (48718-K)
| Address |
Wisma SA, No. 12 Jalan Bukit Bintang |
|
55100 Kuala Lumpur |
|
Malaysia |
| Contact details |
Ticketing / Corporate Travel |
Series Tours |
| Telephone no. |
03-2142 9155 |
03-2142 9155 |
| Facsimile no. |
03-2142 9281 |
03-2142 9420 |
| E-mail |
ticketing@satours.com.my |
tours@satours.com.my |
Branches
q
Sri America Travel Corporation (Penang) Sdn Bhd
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Sri America Travel Corporation (Johor) Sdn Bhd
Professional Membership
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Malaysian Association of Travel and Tour Agents (MATTA)
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American Society of Travel Agents (ASTA)
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Pacific Asia Travel Association (PATA)
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Kuala Lumpur Tourist Association (KLTA) : EXCO member
Board of Directors
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Y. B. Datuk Ng Kong Yeam:Chairman
q
Y. B. Datin Ling Chooi Sieng:Deputy
Chairman
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Mr Brendon Chai Yeng Sun:Executive
Director
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Mr Ho Boon Chiang:Director
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Ms Irene Ng Cheng Leng:Director
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Mr Richard Ling In Kin:Director
DIRECTORS PROFILE
Chairman :Datuk Ng Kong Yeam
An advocate and solicitor both in Singapore and Malaysia, Datuk Ng has
extensive business interests which include the following :
Singapore
Natwest Holdings Pte Ltd
Malaysia
Natwest Group of Companies
Natwest Development Sdn Bhd
Natwest Enterprises Sdn Bhd
Natwest Nominees Sdn Bhd
Narcissus Group of Companies
Narcissus Development Sdn Bhd
Narcissus Farm & Resort Sdn Bhd
Narcissus Condominium Sdn Bhd
Narcissus Management Services Sdn Bhd
Narcissus Properties Sdn Bhd
Deputy Chairman :Datin Ling Chooi Sieng
A well-respected and prominent lawyer by profession for the past twenty-five
years, she was awarded the PIS by the Sultan of Johor in 1989 for outstanding
achievements.
Datin Ling was also the distingiushed Member of Parliament for the Constituency
of Kluang in the state of Johor from 1986 until her successful election as
Member of Parliament for the Constituency of Lumut in Perak in October 1990.
Datin Ling is extremely active in areas pertaining to politics. During her term
as MP of Kluang, a legal clinic was specially set up for the people of the
constituency to enable them to coem to her for free legal consultation. She
advocates women’s rights in our modern society, clearly established in her
stand as MP.
With her busy schedule both in the legal profession and political commitments,
Datin Ling finds time to assist Datuk Ng in all his projects and undertakings.
Most important of all, she is also a mother to her children and household.
Director :Mr Brendon Chai Yeng Sun
A dynamic travel professional in his mid-forties, Mr Chai has brought to SA
Tours the benefit of his 20-odd years of experience in the industry, six of
which was with Cathay Pacific. His visionary leadership has been instrumental
in bringing SA Tours to where it is today :fast-growing and forward-looking.
Because of his business acumen and commitment to the future of the company, SA
Tours has re-invented itself and in the process experienced phenomenal growth
over the last few years. This should come as no surprise since Mr Chai has a
marketing background and possesses extensive experience in both corporate as
well as leisure travel, and thus has been able to effectively exploit business
opportunities.
As the Group CEO of SA Tours, Mr Chai is a well-known personality in the travel
industry. He maintains an extremely busy schedule and at the same time is able
to maintain an active lifestyle and find quality time for his family.
Director :Mr Ho Boon Chiang
Mr Ho is a Project Director with the Natwest and Narcissus Groups of Companies.
A qualified professional holding a B.Sc (Hons) Estate Management qualification
from Singapore, he has been in the property sector for more than ten years.
Currently he is overall in charge of four major projects owned by the group.
Director :Ms Irene Ng Cheng Leng
Irene Ng is a Lecturer in Marketing at the University of Exeter, U.K., School
of Business & Economics and Honorary Professor of UTAR (Malaysia). She
completed her Ph.D. (Mgt) (Marketing) at the National University of Singapore
in 2003 and has taught Strategic Marketing and Services Marketing in Executive
and MBA programmes worldwide.
In academia, Irene’s research has been published in several respected journals
and she has earned various research awards as well as international
recognition. In addition, she is the author of The Pricing and Revenue
Management of Services, Routledge (hardback), to be released in 2005.
Currently Irene is a marketing advisor to several international firms including
World Marketing Group (Singapore), New Century Group (Singapore), Psitek Pty
Ltd (Capetown, South Africa), Fundamo Pty Ltd (South Africa) and the SA Tourism
Group.
Director :Mr Richard Ling In Kin
Mr Ling, now 50, completed his tertiary education in Malaysia and has always
shown a strong entrepreneurial streak. He was a pioneer in the manufacture of
powdered coconut milk in this country, first at S & P Coconut Industries
(M) Sdn Bhd as Executive Director and later his own company, Linaco
Manufacturing (M) Sdn Bhd, which today exports to more than thirty countries.
Not content with this, Mr Ling has ventured into related businesses with the
acquisition of Jastar Food Industries Sdn Bhd, which processes Chinese herbs
and spices. The products are exported to countries in the Asia Pacific region.
Mr Ling is now also involved in the trading and manufacture of food flavours
and fragrances with a German partner.
Being the far-sighted and capable businessman that he is, Mr Ling manufacturing
companies have both obtained the ISO 9001:2000 and HACCP certification. In
addition, Linaco Manufacturing won the Enterprise 50 award, an award given to
the fifty best SMIs for achievements in selected categories. Another
achievement was the Industry Excellence Award 2002 :Special Award for
Innovative Product Category, the result of continuous investment in product
research and development to meet current and future market demands.
PERSONNEL
SA Tours is a well-structured organisation with a dedicated, experienced team
of 70 personnel.
BUSINESS ACTIVITIES
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Outbound tours (wholesale / retail)
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Ticketing / hotel reservations (wholesale / retail)
q
Incentive tours
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Inbound tours
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Exclusive transfer services
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Visa application services
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Travel and personal accident insurance
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Cruise holidays
Organised group packages
Over the past 25 years, SA Tours has established itself as a reliable and
dynamic travel consultant and tour operator / wholesaler. The company has been
traditionally strong in outbound packaged tours to USA, Europe, China,
Australia, Japan, Korea and other parts of Asia.
Ticketing / hotel reservations
SA Tours also provides reservation and ticketing services to both individual
and corporate travellers. As the company is fully computerised with the Abacus
CRS, we are able to provide instant ticketing reservation and confirmation
services.
To better serve our corporate clients SA Tours has a dedicated specialist team
of travel consultants who will call on corporate clients regularly to provide
timely updates on fares and services. Our experienced travel consultants are
also trained to help clients plan their travel arrangements.
The company’s Worldwide Hotel Reservation System provides up-to-date
information on hotels worldwide. It is able to provide reservation services for
hotels at very competitive prices and our rates are competitive in view of our
high annual volume.
Incentive tours
This department has been set up to provide dedicated and focused services for
the incentive and meetings business. Many of our clients require much more than
the usual packaged tours for its top-performing employees, dealers or agents.
Our incentive personnel are experienced and will tailor-make tours and events
so that these events are put to maximum use as an incentive and motivational
tool.
Some of our clients include the Estee Lauder Group of Companies, HSBC Bank (M)
Bhd, Silverstone Marketing Sdn Bhd and Pacific Mutual Fund Bhd.
Domestic holidays
SA Tours offers a wide range of competitively-priced tours and options for
travel within Malaysia.
ACHIEVEMENTS
SA Tours had the distinction of winning the est Travel Agency in Malaysia award
for the TTG Travel Awards 2000.
We have also achieved the Diamond Agent status awarded by MAS, the highest
award attainable for annual sales generated.
Our company also has the honour of being appointed by Malaysia Airlines as Tour
Management Handling Agent for Golden Holidays:tours to China, Europe,
Australia, New Zealand, Indochina, Korea, Hong Kong Thailand, Indonesia and
USA. We are also the Tour Management Handling Agent for Golden Holidays tour
programmes to Australia.
SUPPORTIVE FACTORS
Listed below are some factors describing our market position in Malaysia.
SA Tours has 25 years of experience in the tour and travel industry with a
strong network of branches and retail agents throughout the country. Working
primarily as a consolidator, tour wholesaler / operator and ticketing agent as
well as market leader in new destinations and superior packages, our goodwill
and contacts with airlines and other travel agents puts us in a good position
to be in the forefront of the industry.
With a growing annual turnover year-on-year, SA Tours is posied to maintain its
position as one of the top travel and tour operators in the country.
Our wide range of products and services which include travel consultancy,
well-designed tour packages, international/domestic airline ticketing,
worldwide hotel reservations, corporate incentive travel, exclusive transfer
services, travel and personal accident insurance and visa application service
has made SA Tours a household name in the eyes of the general public as well as
the corporate sector.
Our organisation structure allows our team of personnel to maximise
productivity in terms of work accomplished. This is further complemented by our
sophisticated computer system with a network of personal computers/terminals
and printers which supports our front-office as well as back-office operations.
Moreover, Malaysia Airlines has provided us with terminals for online,
real-time connection. This unique blend of both our human resources and
computer facilities certainly assists us in providing efficient service to our
clients and business counterparts.
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