AMERICAN Express International's (AXP) China Business Travel Forum (CBTF), held in Shanghai from April 13 to 14, is part of its strategy to gain a larger piece of China's corporate travel market, which is estimated to be valued at US$5 billion per annum.

The company is expecting "two-digit annual growth" in its China business. Geared towards corporate China, the forum will address the market's growing awareness of the need to implement T&E policies, study the market trends and educate the market for which the concept of managed corporate travel is relatively new.

AXP claims to already have "a significant share" of the segment, having had a 20 year relationship with China International Travel Services (CITS), one of the largest travel agencies in China with offices throughout the country. The relationship was further cemented when both companies entered into a joint-venture partnership in 2002 and established CITS American Express Travel Services. It was the first Sino-American business travel joint venture in China.

AXP vice-president, global business partnerships, Japan, Asia-Pacific and Australia, Ms Cherylynne Clews, said: "I think we have taken huge strides and made tremendous inroads in the market. The company has been deliberate in its strategies. We wanted to bring our global expertise into China firstly because many of our global clients are already there and they want parity when it comes to managing their T&E.

"The partnership with CITS, which is a market leader and has a significant footprint in China, enabled us to provide local market needs together with our capabilities. We needed a partner who has presence not only in the key cities of Guangzhou, Beijing and Shanghai but also beyond it. I think we are now the market leader with more than 40 offices in the network."

These cities include Shenzhen, Chengdu, Xian, Suzhou Dalian, Xiamen and Chongqing.

AXP claims to have more than 70 per cent of the Fortune 500 in the US, along with tens of thousands of mid-sized companies as customers of its corporate travel, corporate card and corporate purchasing card. The majority of these companies are also operating in China.

Going forward, Ms Clews said the company would be building on its existing resources, including its 500-strong team members throughout China, and the AXP's strengths.

"The longterm goal of the company is to continue to grow and to enhance our technological offerings depending on the market's maturity. AXP will be putting out its online tool capabilities."

"The challenge is to for us to get the right people and provide them with the relevant training that will allow us to best serve our customers in the market," Ms Clews said.

CBTF factfile: