Michelle Jie Gao
Booking.com Regional Manager
Before joining the travel industry in 2009, Michelle Jie Gao worked in public service jobs at ICC China Banking Commission and TnJ Codev Consultant.
She started as the Manager of Hotel CRM Solutions with TripAdvisor, helping it expand its presence in China upon its initial entry into the country. She then moved to Booking.com, helping onboard thousands of hotels online.
Gao was working for international companies like TripAdvisor and Booking.com when many travel players in China were wary about the impact global companies would have on the country’s travel landscape. As a result, Gao helped local businesses such as boutique hotels and traditional courtyard guesthouses get an opportunity to capitalize on the travel boom.
By 2020, she had expanded her work across the Mekong region and was supporting travel partners in Thailand and Vietnam to rethink their strategies in more sustainable and resilient ways. According to Booking.com, Gao’s early efforts contributed to Thailand’s recovery as a destination in Asia-Pacific after the pandemic.
“Travel isn’t just about crossing borders, but in shifting perspectives. When we empower communities to share their stories, travelers don’t just visit places, they connect with purpose,” Gao told Skift.
A lot of her focus has been on initiatives that promote sustainable travel and inclusion. For example, Gao partnered with tourism boards, hotels, and advocacy groups to facilitate for over 1,200 partners workshops providing insights and sustainable practices that can be easily incorporated. She also urged her teams to adopt inclusive hospitality practices and Booking.com’s LGBTQ+ community-focused program Travel Proud, which is a training and sensitization program for accommodation providers.
“This wasn’t about rules or pandering to what’s current, it was about respect. When a homestay owner proudly displays they’re a Travel Proud property, or a resort reduces plastic use by 90%, that’s how we measure progress,” she said.
During Thailand’s post-pandemic recovery, Gao integrated Thailand’s entry pre-registration system for foreigners during Covid Thailand Pass program on Booking.com in an effort to streamline the experience for partners as well as visitors. She also sponsored the APAC chapter of Booking.com’s employee resource group B.Proud to maintain a culture of openness, inclusion and acceptance of the LGBTQ+ community.
Gao now uses her expertise to guide the next generation of travel innovators through mentorship programs and cross-industry partnerships. She told Skift, “The future of travel isn’t shaped by lone visionaries. It’s built by curious minds who ask, ‘How can we make journeys more meaningful for everyone they touch?’”
– Bulbul Dhawan
