LION TRAVEL SERVICE CO., LTD (Hereinafter referred to as “Lion Travel”) is one of the leading travel agencies in Taiwan. Founded in 1977, Lion Travel was one of the earliest entrants in the tourism industry to offer outbound/inbound International travel and domestic travel services. Instead of getting stuck in mediocrity, Lion Travel created an innovation-driven culture and reinvented its service offerings continually. Today, many travelers associate Lion Travel with high service quality and good taste. The key success factor for Lion Travel is well-developed business diversification. In addition to its primary travel agency business, Lion Travel instituted charter bus services, international tourism medical services and marketing consulting /PR service within its business territory. Lion Travel’s diversification strategy achieved great success in improving service quality and business synergy which led to significant revenue growth. In 2011, Lion Travel created a new lifestyle media- XinMedia, which is a digital media platform to showcase the knowledge of cultural travel, modern living, aesthetics, and fashion trends. It is a milestone that exhibits that Lion Travel is more than a travel agency; Lion Travel has redefined itself as the aesthetician of travel and living. Lion Travel’s enthusiasm has led its consumers into the beauty of travel. Now, it boasts over 100 offices worldwide with thousands of employees, offering a variety of services covering group tours, semi-independent trips, flight and room booking, business trip arrangement, and theme tours. Lion Travel continues to distinguish themselves from the rest in their field and was awarded as “Taiwan Superior Commercial Service Brands” by Ministry of Economic Affairs of Taiwan in 2011.