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Specialists in Asian Markets for Aviation, Tourism & Retail Transformation

about us.

TravConsult is a boutique consultancy firm, its concept created over red wine in 1993 & formally launched in 2002. Our passion is helping our Clients create unforgettable service experiences for their evolving, globe-trekking customers and guests from China, India, Indonesia, Japan and South Korea.

Our expertise lies in aviation, tourism & retail related industries. Our experience with Japan started in 1990 while living & working there. South Korea was only a skip across the ocean. China courses through Lilly’s genes & Trevor’s taste buds.

In 2004 TravConsult developed and launched the first Chinese Customer Service Workshops, pioneering education & development of Australia’s tourism industry to better understand & look after the emerging Chinese tourist market. We have since taken that globally & received international award & recognition.

Travel to India to learn & research began in 2007, as we sought to understand the Indian consumer who was making their mark as outbound travellers. Trevor’s experience & love of Indonesia was sealed back in the 1980’s. Hence, Indonesia was a natural market to explore as Clients demanded more insights to its potential. We have always championed our Asian markets & look forward to the opportunity to work with you to succeed with them.





Our focus.

We specialise in Asian Market insights, strategic & practical solutions for Aviation, Tourism & Retail transformation. We transform teams, organisations & destinations & empower them to perform at their optimum.

We meet with your key people from frontline to executive & conduct a needs analysis to fully understand your current situation, philosophy & business objectives with the Asian markets.


We work with you to develop a detailed Strategy for your target Asian markets, that prioritizes and attracts business growth in line with your overall vision.


We hand craft and design presentations, executive coaching, workshops and training programs that fit your brand and resonate with your people to touch the hearts of your Asian guests & customers.


We facilitate the transformation of your teams – to cross cultures & develop an international mindset so they can proactively and confidently engage, look after and sell to your Asian guests & customers.

Pioneers with Asian Markets

Our team.

Trevor Lee and Lilly Choi-Lee, husband and wife team, are the founders of TravConsult. We have led cross-culturally diverse teams in Indonesia, Japan and Australia that integrate customer service and guest experience, cross-cultural development and corporate management. Our tourism research and business projects have taken us to China, Macau, Hong Kong, Singapore, India, Indonesia, Japan and Korea, as well as Switzerland, France, Germany, England, Israel and New Zealand. We are inspired to inspire!

Trevor Lee

Managing Director

Lilly Choi-Lee

General Manager

Let’s connect…

Make Strategic Decisions with Up-to-date Market Intelligence

Latest Insights on our Asian Markets.

Keeping up to speed with the evolving traveller markets from China, India, Indonesia, Japan & South Korea can be a full-time job in itself. To help with this situation, we have utilized the on-line platform of "scoop.It!" to personally curate for you relevant and up-to-date articles pertinent to these markets.

China is constantly evolving, socially, economically, environmentally and politically.  Click here to ensure you don’t miss a beat!

India’s economy is growing faster than any other nation globally.  As more and more Indians explore the world as outbound travellers, click here to learn what is happening with this dynamic tourism market!

As the Japanese economy slowly recovers, outbound travellers from Japan are steadily increasing.  Click here to better understand the new Japanese consumer and traveller.

With just over 50% of its population enjoying outbound travel, South Korea remains a market that you cannot afford to dismiss as part of your Asian market strategy.  Click here to seek opportunities in consumer and traveller trends.

Indonesia is the quiet achiever and savvy businesses are discovering opportunities as the Millennials and middle class make their voices heard.  Click here for what’s happening in the aviation, retail and tourism space.


What some of our clients say about us...

We have found TravConsult to have thorough and up to date knowledge of current trends, demographics and behaviours within the various Asian market segments as well as relevant information on the travel retail and aviation environment. TravConsult has delivered programs to everyone from front line retail staff members to Senior Management and CEO level. We value the professionalism and up to date knowledge that Trevor and Lilly hold and we look forward to working with them on further projects in the future.

Andrew Brodie

Former General Manager Airline & Retail Management Brisbane Airport Corporation (current Chief Executive Officer Sunshine Coast Airport)

Working with Trevor and Lilly from TravConsult was a pleasure. Trevor and Lilly took a truly collaborative approach supported by a comprehensive “business gap analysis” to create an engaging, and well received training program. The results were immediately apparent, with team members substantially improving their confidence and cultural understanding, and an increase in positive feedback from our guests. I would recommend TravConsult to any business eager to better understand Asian markets.

Damian Quayle

Chief Operating Officer, The Star Sydney

On behalf of AccorHotels Pacific, I would highly recommend the work of Trevor and Lilly at TravConsult who we have been working closely with for many years. Not only are Trevor and Lilly an absolute delight to work with, their guidance, insights and Asia market experience have been instrumental in the development of our Optimum Service Standards for the Chinese and Indian markets, and the subsequent pioneering implementation of this program in our major inbound hotels across the region. I have the utmost respect for Trevor and Lilly and would have no hesitation in recommending their services.

Simon McGrath

Chief Operating Officer AccorHotels Pacific until February 2022.

The team at TravConsult have been a great supporter of Melbourne Airport over the last 6 years as we have developed & implemented our Chinese Customer Experience Strategies “China Ready” and “China Friendly”, as well as our Indian Passenger Experience Strategy.   Trevor & Lilly’s expertise in these key markets have ensured that we continue to be well positioned to take advantage of growth opportunities through improved service ratings from both Chinese & Indian passengers.

Simon Gandy

Executive Aeronautical Melbourne Airport

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If you are interested in remaining up to date with trends in Asia, please subscribe to our “Global Travellers from Asia” daily Paper Li Newsletter.  

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