Page 38 - AAA JANUARY - FEBRUARY 2014 Online Magazine

PROFILE

THAT’S ME

Richard Ledger is VP, Worldwide Sales global alliances) are eyeing what IATA recently called the world’s
at Kazakhstan-based Air Astana. A fastest growing regional market. Partnerships with local carriers
long-time Asia and travel aficionado, operating to key global hubs seem inevitable. Also, increasing
online sales; to date, low credit card penetration and onerous
he oversees the way one of the younger expense reporting requirements have not helped but this is
national airlines is developing its image changing rapidly. Local airlines will need to develop smart phone
and selling its product to the world. or tablet apps as consumers switch their hardware to mobile
devices; something Air Astana has recently done.

How long have you been in the industry, and how did you start? What special strengths has the region got to offer?
After graduating from university I headed off to South East Asia Kazakhstan straddles Europe and Asia, and its proximity to the
for gap year travels, inspired by tales of exotic travels. Then, mega markets of China, India and the Russian Federation will
motivated by travel industry ambitions, I completed a master’s significantly drive aviation. Air Astana has already doubled the
in Travel & Tourism and got my first trade job in 1993, as a tours number of international transit passengers over the last year.
manager selling packages across South East Asia. And for those without connections, we have recently launched a
special hotel stopover program so visitors can get a glimpse of
What is the best thing about working in Asia? this unique country.
There is quite a difference between Central Asia and the rest
of Asia. Kazakhstan is a vast country, but it’s the intimacy of What’s the single biggest advance you’ve seen in the industry?
Almaty which holds the appeal. Pressed against the foothills Electronic ticketing (and e-commerce generally) is taken for
of the Tien Shien mountains, Almaty is a compact city of parks, granted these days; we seem to forget the geographical handcuffs
beautiful streets and fountains. The seasons are as diverse as that used to be the norm. I vividly remember panicking when my
the population; and the proximity to the winter ski resort of ticket courier failed to turn up at the office before a Heathrow
Shymbulak is unrivalled. Where else in the world can you pop up flight. IATA’s StB (Simplifying the Business) initiatives have been
the hill for a spot of skiing after leaving the office? the cornerstone of these advances in consumer experience.

What’s the best thing about your job? Who is your hero, and why?
It’s defining the precedent in what is a relatively young company. I don’t really have an individual hero. There are of course many
Air Astana has just 12 years of operation; with growth and people who have made an indelible imprint though: the sheer
change comes an ever greater demand on process. Exploiting excitement of Flintoff steaming in against the Australians in
past experiences and adapting them in such a dynamic company 2005; the body crushing disappointment of Gascoigne’s golden
is most rewarding. There is also a feeling of global inclusion; the miss against Germany in Euro 1996; and even the spellbinding
day starting with discussions with our office in Korea and ending disbelief of Brooking’s headed goal for West Ham in the 1980 Cup
late in the evening online to the US. From where I am sitting, final. OK, a bit of a sports theme developing! In business, Apple’s
Kazakhstan seems like the centre of the world! Steve Jobs for demonstrating that people buy because of why you
do things and not because of what you do.
What’s your best/scariest moment in the industry or in an aircraft?
Air Astana recently took delivery of a brand new B767-300ER; full
horizontal beds in business class, ergonomic seats in economy
class and individual touch screen entertainment throughout. Richard Ledger is Vice President, Worldwide Sales at Air
Bringing those things to the Kazakh market was definitely a Astana. He has worked at Air Astana since 2006 based in
highlight. As was the ride in a 1963 Mi-8 former Kyrgyz Army London and Almaty, looking after regional and worldwide
Helicopter to the glacier base camp of Khan Tengri (altitude sales. Over the last 20 years he has worked in sales and
7010m); not sure if that was a best or scariest though. marketing roles for Royal Brunei Airlines, Singapore
Airlines, Helios Airways and luxury travel specialist Wexas
International. He has a BA in Geography, and a Masters in
How do you think the industry will develop in Central Asia? Travel & Tourism.
I think partnerships will play an increasing role. Airlines (and
38 ASIAN AIRLINES & AIRPORTS JANUARY / FEBRUARY 2014 WWW.ASIANAIRLINES-AIRPORTS.COM