THE BASICS
PHOTO: © AIR PREMIA
Name: Peter Sim
Title: CEO
Company, city: Air Premia; Seoul, South Korea
First job: I served in the U.S. Army from 1997 to 2000, which was an invaluable formative experience. After my service I began my career as a corporate lawyer.
Where to next: Air Premia is a startup with a new-concept airline model. Our immediate priority is to establish a stable operation and strengthen Seoul’s connections to the world. Looking ahead, I want to expand our reach using our own resources and continue giving back through our Empty Seat Foundation, which donates seats to underprivileged people who long to travel.
A LITTLE BIT MORE
What actor or actress would play you in a movie of your life? Ben Stiller — I’m a big fan of comedy and admire his work.
What would you be doing professionally if you weren’t in your current industry? Writing stand-up comedy.
What is your favorite book, movie or television show? My favorite book is The Name of the Rose by Umberto Eco. Favorite films include Tropic Thunder and Austin Powers.
What historical figure, dead or alive, would you love to have dinner with? Mark Twain for his innovative thinking, and George Westinghouse for his enduring impact.
THE BUSINESS
What is your most recent project and what was the inspiration behind it? Our guiding principles, summarized by my chief adviser Ms. Yoon, are Connect, Comfort, Create. Air Premia aims to provide full Wi-Fi across trans-Pacific routes, offer industry-leading seating—35-inch economy and 42-inch premium economy—and introduce a hybrid carrier model in the long-haul market. Obtaining our airline license from the Korean government was a lengthy and challenging process, but we are now positioned to move forward and deliver on our promises to investors and customers.
What is your favorite aspect of the job? Bringing good ideas to life and turning them into practical services that benefit people.
What is the biggest business risk you have ever taken? I invested my entire fortune into Air Premia, leaving myself with nothing else at that time.
Who is someone you admire professionally in the travel industry? Steven Udvar-Házy, chairman of Air Lease Corporation. He gave Air Premia the opportunity to lease our first three Boeing 787-9 Dreamliners, enabling routes from Seoul to the United States and later to Europe. I also respect his commitment to philanthropy.
AS A TRAVELER
Tell us about a travel nightmare: In 2016 I fell seriously ill on a flight through Shanghai and felt like I might cough up blood. I asked the flight attendants for medicine and was told to choose from what they had. It was a frightening and uncomfortable journey, but I managed to get home safely.
Share a comical travel experience: Traveling with my two children is always full of unpredictable and amusing moments. One memorable trip was to Cambodia when I was 30. I hadn’t flown much before then, and after landing I had to travel four hours by a tiny boat down the Mekong River during a monsoon to reach a small town. It was both exhilarating and exhausting.
What is your preferred method of travel — planes, trains, automobiles, cruise ships — and why? Airplanes. Time is precious, and flying lets me make the most of it.
What has been the best example of customer service you’ve experienced during your travels? I have had many service experiences but none that I would label the definitive best. As both an operator and a customer, I look forward to creating and sharing outstanding service through Air Premia in the near future.