Get out there and make things happen, says AirAsia Expedia CEO Kathleen Tan

Kathleen Tan has never shied away from change. The CEO of AirAsia Expedia started her career in advertising and marketing before heading up Warner Music Singapore and serving as group head of commercial and senior vice-president of China for Malaysian budget carrier AirAsia.

"I've always known that I like to challenge conventions and buck trends," says Tan, who is now based in Singapore. "Changes fuel me to constantly move forward and when the time is right to move on, I just know it."

Named one of the Top 10 Most Influential Women Leaders in Travel, Tan came up with the idea to offer a million discounted seats on AirAsia in 2005. The successful marketing ploy helped boost the company's revenue 20-fold over eight years, making it the biggest airline network in Southeast Asia with nearly 130 planes. The "right-hand woman" to group CEO and co-founder Tony Fernandes has also been credited with foreseeing the potential of China, making AirAsia the first low-cost carrier to serve the country.

"When it comes to running the business, I strongly believe that 'timing is everything'," she says. "Just like how seasonality plays a very important part in the travel business, there's a right time for making every decision."

Thanks, in part, to her timely decision making, Tan has been lauded as an "aviation legend" by Baidu search engine, Marketer of the Year at 2012's Web In Travel conference, and the Industry's Most Influential Person at this year's China Finance Summit.

As CEO of the online travel company that launched its Expedia Hong Kong site in July, Tan maintains a hectic travel schedule and works across several time zones. The self-described "social media champion" - who has more than 200,000 Weibo followers and an Instagram account documenting her love of food and fashion - also keeps the future in mind.