2025's Influential Women in Travel

As we mark Women's History Month 2025, TravelPulse is once again taking a moment to acknowledge the substantial contributions and innovations of women in the travel industry.


It's hardly an overstatement to say that women play a critical role in travel and tourism, both locally and globally.

The latest available data from the World Travel & Tourism Council shows that women make up nearly 40 percent of the industry. That translates to about 48 million women working in what is now the world's ninth largest industry.


Among these women are scores of trailblazers, visionaries and fearless go-getters who have set their sights on making a difference for others or for the world (or both) and are doing so in their own unique way.


This is TravelPulse's fifth annual list of influential women in travel, and each year, it is a privilege reviewing the bold things that women in travel are accomplishing. The 2025 class of influential leaders makes clear that women continue to be a force to be reckoned with, even during this fraught time in our history.


Women continue to bring unique approaches to addressing and resolving many of the daunting challenges facing the industry and the world at large, including finding ways to make travel more sustainable, inclusive, accessible, thoughtful, and beneficial for stakeholders at all levels.


At TravelPulse's request, each of the 20 women being honored this year (who were all nominated by industry peers) shared a few career accomplishments they're most proud of, as well as thoughts on what motivates them. Their answers are a compelling and inspirational read.

Here's a closer look at each of the 2025 winners and the forces that drive them.

Editor's note: Winners may not appear on the list repeatedly in consecutive years. Check out our profiles on women in travel from 2021 here, 2022 here, 2023 here and 2024 here.

Rue Mapp is the visionary force behind the national nonprofit organization Outdoor Afro, which was created 16 years ago to celebrate and inspire Black connections and leadership in nature.  

The organization works to reconnect Black people to land, water, and wildlife through outdoor education, recreation, and conservation. This is accomplished through a broad range of activities, including fishing, hiking, biking, and kayaking.

Colleagues in the travel industry describe Mapp as an innovator in the outdoor adventure space who has an unwavering dedication to breaking down barriers and empowering Black communities to connect with nature.

Q: What motivates you to do what you do each day?


“My parents taught me the importance of hospitality and welcoming others, and I think of them every day," says Mapp. "I aim for my life to reflect their values, which remind me how much we all need to feel connected. Nature is the ultimate platform — open to everyone — and offers a powerful way for us to connect with ourselves, others, and the natural world around us in ways that can truly transform lives.”


Q: What are your hopes and goals related to your specific area of work and the impact you’d like to have on the travel industry?


“My vision is to acquire land in multiple locations across the U.S., so that more people can have meaningful outdoor experiences close to home," says Mapp. "I want to help people build confidence in nature, create community, celebrate culture, and experience wellness — making sure more people see the outdoors as a place where they belong and can thrive.”

Empowering women to travel safely and confidently while also generating income for local female guides worldwide is no small feat. But Vanessa Karel has been tackling this issue with awe-inspiring energy and innovation.

Her platform, Greether, connects travelers to verified local women who serve as "Greeters" in more than 120 countries and some 1,000 cities around the world. Greeters help visiting travelers get around safely, have unique experiences, and learn firsthand about the local culture.

In 2024, Greether was named Travel Startup of the Year by World Travel Market for pioneering a solution that transforms solo female travel and sets a new industry standard for safety and empowerment.

The company was also recognized by the United Nations World Tourism Organization (UNWTO) as one of the top three most innovative female empowerment travel companies. In particular, the UNWTO acknowledged Greether’s impact in advancing gender equity in travel, creating opportunities for women, promoting sustainable travel, and addressing safety concerns that have long been overlooked.

Q: What motivates you to do what you do each day?

"Every day, I wake up driven by the belief that women deserve to explore the world freely, without fear or limitations," says Karel. "I know firsthand how overwhelming it can be to arrive in a new place, feeling unsure of who to trust or how to navigate safely. My own travel experiences made me realize the lack of a service that helped me navigate confidently, and how much safer and more confident I felt when I had a trusted local woman to turn to."

"I created Greether so that no woman has to rely on 'travel luck' to feel safe,” adds Karel. “Women make the majority of travel decisions worldwide, yet safety concerns remain a constant burden."


Q: What are your hopes and goals related to your specific area of work and the impact you’d like to have on the travel industry?


"My goal is to redefine how the travel industry serves women because, for too long, we’ve been an afterthought," says Karel. "Women aren’t a niche market — we are the majority of travelers — yet so many of us still experience fear, harassment, and safety concerns when we explore new places. That needs to change. With Greether, I want to set a new standard, where travel safety and personalized experiences aren't just a privilege, but a given."

"I envision a world where women no longer feel the need to second-guess their decisions when booking a trip — where they know they can land in any city and immediately connect with a trusted local woman who can help them navigate confidently, and that every experience is unique to them," says Karel. "Beyond safety, I also want to create meaningful economic opportunities for millions of women worldwide."

As COO of the tourism organization that represents America's eighth largest city, Kerri Verbeke Kapich fills an immensely important role. And she has used that position to have substantial impact.

Through her leadership spearheading the San Diego Tourism Authority's 10-Year Tourism Stewardship Plan, Verbeke Kapich is revolutionizing how destinations can benefit both visitors and local communities, according to her colleagues. Verbeke Kapich's vision consistently extends beyond traditional tourism metrics to embrace a holistic approach that prioritizes sustainable community development and environmental preservation.

What's more, as chair of the 2023 LEAD San Diego Board and through her service on local advisory boards for Forever Balboa Park and World Design Capital 2024, Verbeke Kapich is credited with consistently advocating for tourism practices that enhance rather than exploit local resources.

Verbeke Kapich's bold leadership is also creating a lasting impact in other ways, including by mentoring the next generation of conscious tourism leaders through her guest lectures at San Diego State University's School of Hospitality. As a lecturer, she is working to ensure that future industry leaders understand their roles as stewards of both destination and community.

Q: What motivates you to do what you do each day?

"I am a native San Diegan and believe deeply in the mission of the San Diego Tourism Authority to give back to our community," says Verbeke Kapich. "I work with a dynamic team of highly motivated, creative tourism professionals who make a positive difference in the region."

Q: What are your hopes and goals related to your specific area of work and the impact you’d like to have on the travel industry?

"With the launch of our 2024-2034 San Diego Tourism Stewardship Plan, I am excited to work on new development, product, and experiences that will enable our tourism sector to grow to best meet the needs of our community stakeholders," says Verbeke Kapich.  "Tourism matters to San Diego, and I want to ensure a future that is bright for all."

As head of destination stewardship and private training for consultancy, community, and experience design school Transformational Travel Council (TTC), Jillian Dickens is helping lead the global movement to a more conscious future. She does this through teaching and facilitating transformative experience strategy and regenerative community development.

In particular, Dickens is teaching the TTCs six-week Signature Experience Development Training and is helping travel professionals the world over become certified TTC-accredited designers. In short: Dickens is on the front lines of empowering travel professions with the principles and practices that deepen the impact travel can have on people, places, and the planet.


Colleagues say Dickens makes the important work she's doing deep yet approachable, playful, and impactful, and often reminds her cohorts "to think and feel beyond themselves, to better appreciate the interconnectedness of all life, and to start thinking from potential."

Q: What are your hopes and goals related to your specific area of work and the impact you’d like to have on the travel industry?

“I hope to continue contributing to the overall mass leveling up of experience development in the travel sector — from hotels and attractions to tour operators, places, and destinations," says Dickens. "Thoughtful experience development is the most powerful tool we have to increase the quality and positive impact the travel sector has on individuals and communities. And we’ve only just begun tapping into it. There is so much potential, and my goal is to discover and unlock all that potential, and then help advance it.”

Q: What motivates you to do what you do each day?

“I am very lucky to be able to work in a sector that I love and to participate in a way that helps leverage its positive global and societal impacts," says Dickens.

Sarah Little joined the American Society of Travel Advisors (ASTA) 13 years ago, not long after completing college, and has risen through the ranks of the national organization, now serving as senior vice president of business development.

In her role, she focuses on advancing strategic partnerships with travel suppliers and organizing large events for travel advisor members to help grow their businesses. Little is also credited with expanding ASTA events and developing new annual gatherings for advisors, where they can learn and make connections. That includes launching ASTA's highly successful River Cruise Expo and its Caribbean Showcase, along with revamping ASTA's Global Convention to become its annual Travel Advisor Conference.

Above and beyond all this, colleagues say Little and her team expertly execute ASTA's sprawling and complicated event schedule "across continents, currencies, and cultures."


Q: What motivates you to do what you do each day?

"My passion for travel — which actually started with a passion for education," says Little. "I am a first-generation college student. Education has not only opened doors for me professionally, but also opened my mind and heart to our shared humanity."

"Growing up, vacation meant packing up our station wagon for the three-hour drive to the Jersey Shore,” says Little. “I’ll never forget the feeling of boarding my first international flight with my brand-new passport, and remember even more the change I felt upon my return home. Working in this industry has changed my mindset from 'vacationing' to ‘traveling' — to go, see, feel, learn, and grow. To me, there is no better education and no better industry to be waking up to each morning."
 
Q: What are your hopes and goals related to your specific area of work and the impact you’d like to have on the travel industry?

"Given my work with supplier partners, my goal for the future of this industry is to engage even more travel suppliers with the advisor community," says Little. "I have seen firsthand the success that our partners can achieve when they work hand in hand with trusted, verified travel professionals. Only through partnership can all stakeholders in our beautiful industry reach the next level of success."

As the founder of GOMO Travel, Kerri Johnson is transforming the way people with mobility challenges, medical conditions, or other travel limitations experience the world.  A medical travel assistance agency, GOMO's medical travel companions ensure that travelers get where they need to go with safety.

The assistance of GOMO companions is available whether someone has mobility issues, suffers from anxiety, or requires medical assistance.

Johnson's efforts through GOMO prioritize inclusivity, ensuring every traveler — no matter their circumstances — receives personalized support, from booking accessible accommodations to navigating unexpected disruptions.

Q: What motivates you to do what you do each day?

"I have a nursing background and have always been sensitive to people’s feelings and needs," says Johnson. "As I have grown and matured, I have become a staunch advocate for those less fortunate. I start my day with my alarm of Andy Williams’ song ‘The Impossible Dream.’”

"This is a daily reminder to accomplish my goal of alleviating fear, isolationism, and
exclusion experienced by many would-be travelers," says Johnson. "At GOMO Travel, we strive to make their dreams possible."

Q: What are your hopes and goals related to your specific area of work and the impact you’d like to have on the travel industry?

"We feel everyone should be free to travel on their own terms, whatever that individually
means for them," says Johnson. "Our hope is to normalize assisted travel across the globe so they will know that resources like ours exist. Uber did not happen overnight, and we utilize every day to build our network to achieve our goal of one day becoming the Uber of assisted travel.”

Vanessa McGovern's travel industry peers credit the co-founder of the Gifted Travel Network, a leading luxury host agency, with being a "fearless advocate for women in leadership within the travel industry, constantly pushing for change and challenging the status quo." To that end, McGovern regularly "speaks out about the lack of female representation in leadership, urging industry leaders to take action and calling on hotel partners to rethink how they cater to female travelers,” according to her peers.

Her advocacy on this front included leading a powerful session at the 2025 Virtuoso Forum titled "Save Her A Seat: Empowering Women in the Travel Industry," where McGovern focused on women’s empowerment in the travel industry, sparking critical conversations and inspiring action.

McGovern's advocacy goes beyond words, as well — she has directly influenced change, including helping drive updates to family leave policies within travel industry companies, ensuring they're more supportive of working parents.

Above all, McGovern is passionate about breaking down barriers, whether it's addressing the child-care crisis or pushing for more inclusive policies that allow women to thrive. Through her leadership, mentorship, and commitment to real change, she is helping shape a more equitable and supportive future for women in travel.

Q: What motivates you to do what you do each day?


"The travel industry is constantly evolving, and I am motivated by the challenge of staying ahead — creating innovative programs, forging meaningful partnerships, and finding new ways to add value for travel advisors, supplier partners, and travelers alike," says McGovern.


Q: What are your hopes and goals related to your specific area of work and the impact you’d like to have on the travel industry?

"My greatest hope and goal is to create more opportunities for women to step into leadership roles within the travel industry," says McGovern. "While travel has long been a female-driven industry in terms of workforce, leadership positions — particularly at the executive level — are still disproportionately held by men. I want to help change that by ensuring that women not only have a seat at the table, but also feel empowered to take up space, share their voices, and lead with confidence."

Carmen Roig's tenure at Princess Cruises — a company that serves more than 1 million passengers each year, taking them to destinations around the world — has included helping lead Princess through the COVID-19 crisis.

During that time, Roig quietly served as a voice of reason for the cruise industry, prioritizing stability and positivity over politics. And throughout her career, Roig's focus has always been on elevating the brand — and her team — rather than being focused on seeking personal recognition.

Her influence has also helped meaningfully shape customer service improvements related to interactions with cruise guests.

Q: What motivates you each day?

“Love for my industry, love for cruising, and love for creating dream vacations," says Roig. "We’re in the happiness business — helping people escape, recharge, and make lifelong memories.”
   
Q: What are your hopes and goals related to your specific area of work and the impact you’d like to have on the travel industry?

“Hope isn’t a strategy — I believe in action," says Roig. "My immigrant parents sacrificed everything to give me a future, and they taught me to be a global citizen. Travel opens minds and creates connections, and cruising makes that experience accessible to so many. My goal is to continue sharing the best of what we represent and expanding horizons for travelers around the world.”

For Sanya Weston, CEO of  Your Premier Travel Service (YPT), an award-winning travel concierge, travel has been more than just a career. It’s a lifelong passion, one Weston says is deeply rooted in her family’s travel industry legacy. YPT is the oldest African American-owned travel agency in Michigan, and Weston is a third-generation business owner.


Growing up, Weston witnessed the dedication her family had to the travel industry and knew that to fully honor this legacy, she had to build something even more impactful.
To that end, Weston's work in the travel industry has always been about using travel as a powerful tool to connect people, inspire growth, and foster meaningful change in the world.


Among Weston's notable accomplishments is the creation of Young People Travel Global Edge (YPT Global Edge), a mentoring program that encourages children to find their place in the world through academics, entrepreneurship, service, and travel. She also created Skylar’s Way foundation, a respite fund designed to support first responders in her community due to the effects of COVID-19.


In addition to all those accomplishments, Weston is a tireless champion for women in travel and entrepreneurship, and has made it her mission to break down barriers, ensuring women not only have a seat at the table, but also lead the way.


Q: What motivates you to do what you do each day?

"Continuing a family legacy in the travel industry is true motivation," says Weston. "When I think back on my mother and how she was the first minority woman to own a travel agency in Michigan, I didn’t fully understand the magnitude of her accomplishment until I took the helm."

"Her impact on me goes far beyond the business lessons," continues Weston. "She taught me the values of integrity and resilience, and the importance of being a great human being. Through her, I learned to view travel not just as a service, but as a gateway to empowerment and connection across cultures. It’s not just about continuing her business or about our clients’ retention; it’s about continuing her legacy of purpose. This is why I not only shape future leaders in the travel industry, but also create a global community of young change-makers."

Q: What are your hopes and goals related to your specific area of work and the impact you’d like to have on the travel industry?  

"With 35 years in the industry, I’ve seen doors close, but I’ve also seen the power of resilience and opportunity when we create spaces for women and underrepresented voices to lead," says Weston. "Leadership should continue to reflect the diversity of our clients, and that starts with investing in the future of our industry at every level."


"Through my work at the university level with the hospitality and tourism program, I’m committed to bridging the gap between education and real-world opportunities, ensuring that future leaders, especially women and those from diverse backgrounds, have the skills, connections, and confidence to take their place at the table."

Melissa DaSilva's career in the travel industry has been punctuated by a series of powerful leadership roles at some of the industry's most well-known companies.

That trajectory began at STA Travel, where DaSilva served in positions such as head of global business solutions and vice president of sales. She went on to spend a dozen years as president of Contiki Holidays, a global leader in travel packages. And when she stepped into that role, she broke the glass ceiling as the first woman to serve as president for any of the travel brands owned by The Travel Corporation [https://ttc.com/] (TTC).

For the last eight years, DaSilva has most recently led TTC brand Trafalgar, a company that has been in business more than 70 years and has served more than 5 million travelers.

Among her proudest accomplishments: building and empowering high-performing leadership teams. Today, 78% of the leadership at TTC Tour Brands is made up of women.

DaSilva is also a champion for sustainability and DEI, acknowledging that while travel, at its core, helps make the world a better place, we all need to do our part. With that in mind, DaSilva sponsored Inclusivity, Diversity, Equity, and Action (IDEA) groups at TTC, while also pushing for reform of many of the company's itineraries to showcase more voices to tell a balanced story of the culture and history of the places clients visit.

As a leader, DaSilva believes that "sometimes you need to get uncomfortable to make the world a more honest, inclusive, and welcoming space for our team, as well as our guests."


Q: What motivates you to do what you do each day?

"I love this industry and feel grateful daily that I have been lucky enough to spend 32 years helping make travel dreams a reality, but what really gets me out of bed in the morning is building teams and developing the individuals to grow into the best versions of themselves professionally," says DaSilva. "Teams who think big, execute flawlessly, are passionate about our partners and our guests, and who do all that through collaboration, lack of ego, and teamwork."

"We challenge each other, have robust dialogue, and are never stuck in the ‘we’ve always done it that way’ cycle," adds DaSilva. "They count on me, which is humbling, but equally, I count on them."

Q: What are your hopes and goals related to your specific area of work and the impact you’d like to have on the travel industry?

"I would love for tour operators to come together the way cruise lines did in the past with CLIA [https://cruising.org/en/] to raise awareness of the sector with the public and with advisors," says DaSilva. "There are so many misconceptions about touring, that almost no operator has done for well over a decade, and yet there are these preconceived ideas we battle every day in an attempt to win new customers."

In her role as chief sales officer, Camille Olivere is one of the top executives for a legendary global travel company. Globus was founded in Switzerland nearly a century ago and has since grown beyond its roots as a tour operator to become a family of brands that now also includes value-oriented tour business Cosmos the river cruise company Avalon Waterways.

Before joining Globus, Olivere served in equally high-profile roles at Norwegian Cruise Line, where she was senior vice president of sales, and Travel Partners Consulting Group, for which she served as president and CEO.

Among her many accomplishments in the travel industry are mentorship and leadership development; Olivere has consistently worked to elevate the careers of others, helping them grow into key leaders who go on to influence the industry themselves.


Some of Olivere's most rewarding professional moments however, are when travel advisors approach her to say, "You may not remember, but years ago, you helped me with X, and it made all the difference." Whether it was a small favor, a piece of insight, or a policy exception, knowing that she played a role in an advisor’s success and livelihood brings Olivere great joy.


Q: What motivates you to do what you do each day?

When she started working at Celebrity in 2003, the company had no established sales organization. Ritzenthaler took it upon herself to build one from the ground up, starting with a comprehensive white paper outlining her vision for the brand’s sales structure, strategy, team, territories, and travel agency partnerships. Ritzenthaler ultimately shaped the organization with a clear focus based on what she believed would drive the greatest success.


During her tenure at Celebrity, Ritzenthaler held 11 different jobs, which allowed her to truly understand how to be an impactful leader and executive. Her growth through the cruise company's ranks also meant she was able to master different areas of the business.


Now, as CEO of Azamara Cruises, Ritzenthaler oversees the future of a luxury boutique cruise brand that operates four ships on worldwide itineraries.


Q: What motivates you to do what you do each day?

"The people that I get to work with motivate me each day, along with my drive for results," says Ritzenthaler. "I surround myself with passionate, smart, motivated people, which therefore motivates me to work alongside them and lead them to great successes for our company and for them as individuals. The pursuit of achieving our targets and goals, coupled with the sense of accomplishment when we reach them, remains a constant source of motivation for me."

Q: What are your hopes and goals related to your specific area of work and the impact you’d like to have on the travel industry?

"My goal is to guide Azamara toward ongoing success, both in the present and as we continue to grow within the industry," says Ritzenthaler. "I also aspire for the industry as a whole to thrive, remaining successful and resilient in the face of any challenges that may arise."

"When I retire (again), I hope the industry recognizes that I demonstrated how a woman, with a background solely on the front lines of the business, successfully led a brand to profitability, growth, and a lasting positive impact on the cruise industry," adds Ritzenthaler. "I want to be remembered as a strong leader who inspired others to follow and contributed to the success of those around me.”


Jenn Lee's passion is nurturing entrepreneurial spirit and fortifying the travel industry's future.

For the past eight years, Lee has been busy pursuing those goals by serving in various transformative roles at Travel Planners International (TPI), one of the country's leading host agencies. At TPI, Lee has consistently worked to foster relationships and support a positive “let’s get it done” culture that impacts both internal teams and the company's travel advisor family.

That dynamic form of leadership recently led to Lee being named president and chief marketing officer for both Travel Planners International and its sister franchisor company, Vacation Planners.

Lee's additional career highlights include being named godmother of AmaWaterways’ new AmaSintra ship sailing on the Douro River and receiving ASTA's Barbara O'Hara Advocacy and Susan D. Tanzman Inspiration awards.

Q: What motivates you to do what you do each day?

“The entreprenurial travel advisor and agency owner, our collective mission in helping humans travel outside of their homes, so we can connect and understand one another,” says Lee.

Q: What are your hopes and goals related to your specific area of work and the impact you’d like to have on the travel industry?

“At the end of the day, my goal is to ensure each individual who works within the travel industry understands and owns their role in changing people's lives through travel,” says Lee. “We make a powerful impact in this world by connecting one another - lets grow smartly, together.”

For nearly three years, Barbara Merwin has served as president of Travel Insured International, a full-service travel insurance company founded in 1994. Though brief, Merwin's time leading the company has already been marked by a variety of accomplishments. Under her leadership, the company refreshed its brand to better connect with today's travelers — particularly younger generations who engage with travel differently.

Last May, Travel Insured also unveiled the next evolution of its logo, which features vibrant green to symbolize growth, innovation, and the company's environmental commitment.

And since joining Travel Insured in 2022, Merwin has played a key role in driving the company's post-COVID recovery and growth. That has included focusing on strengthening both the company's organizational structure and its financial performance. As part of that effort, Merwin personally led initiatives to enhance operational efficiency, improve service delivery, and position the company for sustainable growth in the evolving travel landscape.

Merwin has also championed development of new, more flexible travel insurance products that better align with the needs of today’s travelers, focusing on coverage that may be adapted to modern travel challenges.

Q: What motivates you to do what you do each day?


“What motivates me each day is deeply personal — it’s rooted in my own experience with insurance and my love for travel," says Merwin. "My journey in the insurance industry started when I was a freshman in college. My family experienced a devastating house fire after my brother’s car exploded in our garage. In that moment of crisis, I saw firsthand what insurance is truly about — protection, support, and recovery."

"I remember the fear and uncertainty, the feeling of displacement, and the longing for normalcy,” adds Merwin. “But I also remember the incredible role our insurance carrier played in helping us rebuild — not just our home, but our sense of security and stability. That experience left an indelible mark on me, shaping my belief in the power of insurance to make a real difference in people’s lives."

Fast-forward to today, and Merwin says she gets to bring that same sense of security and support to travelers through Travel Insured.

"Travel has always been a passion of mine — it’s about adventure, discovery, and creating unforgettable memories,” says Merwin. “But travel sometimes comes with unpredictability, and my motivation each day is knowing that we are there for our customers when they need us most."

Q: What are your hopes and goals in relation to your specific area of work and the impact you’d like to have on the travel industry?

“As president of Travel Insured, I see the travel insurance industry as one in which we are poised to lead by example — transforming not just our product offerings, but the entire customer experience," says Merwin. "My goal is to contribute to the vision of Travel Insured becoming a key player in the global travel insurance market over the next five to 10 years, positioning us as architects of change and innovation within the industry."


"I aspire to be part of a team that doesn’t just meet customer expectations but consistently transcends them," she adds. "By continuously evolving, integrating feedback from every touchpoint, and fueling customer experience through innovation, I see us redefining what service excellence truly means."

Innovation has long been at the heart of Laura Hodges Bethge's extensive career in the cruise industry, and it continues to shape everything she does. Hodges Bethge began working in the industry back in 2007, when she joined Royal Caribbean International, the world's second largest cruise company.

During her early years at Royal Caribbean, Hodges Bethge built the brand's accessibility offerings — well before legislation made it a requirement — because she believed in making travel more inclusive.

Later, as senior vice president of product development for Royal Caribbean, she led the teams behind some of the industry’s most groundbreaking cruise ships, private island destinations, and fleetwide experiences, including the award-winning Perfect Day at CocoCay — a first-of-its-kind private island that redefined what travelers expect from a vacation at sea.

Now, as president of Celebrity Cruises, Hodges Bethge continues pushing the boundaries of premium travel, delivering industry-leading experiences that are designed to elevate the way people explore the world. And most recently, under Hodges Bethge's leadership, Celebrity announced that it is getting into river cruising. As the company enters a new style of cruising, Hodges Bethge says she cannot wait to redefine the category. 


Q: What motivates you to do what you do each day?
"The opportunity to innovate and elevate our offerings in ways that deeply connect with our guests is what drives me every day," says Hodges Bethge. "Travel is personal — it’s about discovery, joy, and connection — and I am passionate about crafting extraordinary experiences that leave lasting impressions for each and every guest."

"I wake up every day thinking about how we can not only meet, but exceed, our guests’ expectations, delivering moments they will cherish for a lifetime," she adds. "As part of Royal Caribbean Group, I’m proud to be aligned with a mission that truly inspires me: to deliver the best vacations responsibly."

Q: What are your hopes and goals in relation to your specific area of work and the impact you’d like to have on the travel industry?

"I want to continue pushing the travel industry forward by redefining what’s possible in vacation experiences," says Hodges Bethge. "My goal is to set new standards for guest experiences that are both innovative and deeply personal. Beyond that, I hope to inspire the next generation of leaders to drive and shape the future of travel."

Prior to joining United Airlines, Doreen Burse spent 33 years working for global hotel giant Marriott International, where she rose through the ranks to become vice president of global sales for the U.S. and Canada. In 2021, she joined United in her current role.

Over the course of her career, Burse has grown to be known for management through crises. Whether it was the merger with Starwood Hotels & Resorts, bringing together three sales organizations, or navigating the COVID-19 pandemic, Burse is credited with leading departments at Marriott back to full operation before transitioning to her current role at United.

With her even keel and thoughtful approach, Burse has consistently proven she can turn an organization around while maintaining the respect of her team, customers, and partners alike.

Burse has also redefined United’s approach to partnerships, moving beyond the transactional, discounts-for-share relationships and bringing more of what customers value to the negotiating table. She strongly believes in solving problems as a way to offer value beyond commoditization. These deepened relationships differentiate United for Business [https://united.business/] from the rest of the industry.

Q: What motivates you to do what you do each day?


"Everything we’re doing at United," says Burse. "That sounds like pandering, but it’s true! We’re innovating and advancing on every front — our fleet, in-flight entertainment, United Club locations, MileagePlus program, and so much more. I get so much joy out of these things, because they demonstrate our commitment to investing in the traveler. Whether they are on board for business, leisure, or a mix of both, passengers will feel the difference with United — and return."

Q: What are your hopes and goals related to your specific area of work and the impact you’d like to have on the travel industry?

"Before I retire, I hope to have played a part to realize an evolved future — one that successfully balances a reframing of the industry approach to traditional discount-for-volume or discount-for-share economic partnership structures,” says Burse. “I believe creating relationships that withstand time, external changes, and economic cycles is possible. By identifying the needs of our customers and partners — beyond their reason for travel — we can increase the solutions that United, and the industry, has to offer. These woven and interconnected business relationships strengthen all parties, generating trust, transparency, and innovation."

Janet Bava's career in the travel industry began in 2006 when she joined Royal Caribbean International as a manager for direct marketing and customer experience communications. She went on to fill roles at several more iconic travel industry brands, including Universal Orlando Resort, Silversea Cruises, and AmaWaterways before joining Windstar Cruises in her current role.

Bava's career accomplishments are equally impressive and include successfully redeploying Windstar's Star Legend from its inaugural Middle East season to year-round sailings in the Mediterranean, creating a new trend in small-ship cruising and opening up the Mediterranean to guests for holiday sailings and year-round exploration.

She also played a key role in shifting organizational focus to technology and innovation for commercial activities, ensuring both guests and travel advisors have an improved experience while teams across the Windstar organization have the tools they need to succeed.

Q: What motivates you to do what you do each day?


"I'm motivated by the possibilities to continue to shape the future of the travel industry and empower the next generation of travel professionals to make a meaningful impact," says Bava.

"What fuels my passion each day is the incredible team that I am privileged to work with, and the guests and travel advisors who place their trust in Windstar as their preferred small-ship brand," adds Bava. "This community of people presents constant opportunities for personal and professional growth, which inspires me to push boundaries and innovate."

Q: What are your hopes and goals in relation to your specific area of work and the impact you’d like to have on the travel industry?

"I want to inspire people from around the world to travel more,” says Bava. “I believe travel can be a force for good in this world, enabling us to appreciate the diversity and commonality among cultures. By continuing to travel, we can learn how similar we are in our hopes to be respected for who we are, fostering understanding and unity across the globe. Additionally, I hope to raise awareness of how easily and safely people can explore remote destinations with a brand they trust."

Debra Lee's professional trajectory in global travel has included working as a regional sales and marketing manager for Travelport, a sales manager for American Airlines Vacations, and a business development manager for Jamaica Tourist Board.

Since assuming her role as director of travel industry sales for the U.S. and Canada at the Greater Miami Convention & Visitors Bureau in 2019, Lee has continually worked to build a loyal audience that trusts her insights, while also driving overall growth of leisure visitors to Miami, which is Florida's second largest city and a tourist market that generated $21.1 billion in spending in 2023. (Along with welcoming some 27.2 million visitors.)

Lee also spearheaded an effort to collaborate with the Travel Agent Academy for the redevelopment and relaunch of the Greater Miami & Miami Beach Travel Specialist Program in 2020. This online educational resource designed for travel advisors provides a high-level overview of Greater Miami & Miami Beach.

In addition to these efforts, Lee shares her wealth of career and travel industry experiences through guest lectures and mentorship at local universities, where she offers students practical knowledge and insights to prepare them for successful careers in travel and tourism.

Q: What motivates you to do what you do each day?

"What started out as a part-time airline representative role when I was in college has turned into a 30-plus-year career," says Lee. "What a blessing. I'm driven by the passion of truly enjoying what I do every day and having the opportunity to make a meaningful impact."

Q: What are your hopes and goals in relation to your specific area of work and the impact you’d like to have on the travel industry?

"As a 'Destination Ambassador,' my primary goal is to promote Greater Miami & Miami Beach by showcasing our unique attractions, cultural diversity, and immersive experiences in an authentic and engaging way," says Lee. "My hope is to inspire and bring awareness by sharing compelling stories and 'Only in Miami' experiences. It's about helping others to see the heart and soul of this amazing place, not just its tourist spots."

As president of Nexion Travel Group, a host agency owned by Internova Travel Group, Jackie Friedman oversees a team of more than 50 employees who support 6,000 independent travel agents throughout the U.S. and Canada. Friedman joined Nexion in 2004 as vice president of U.S. operations. Just a few years later, in 2007, she was named president.

Prior to working with Nexion, Friedman spent 15 years with Sabre, a software and technology company that powers the global travel industry, serving in both sales and leadership positions. Friedman has also spent a decade as a member of the ASTA board of directors, including two years as the board's chair.
 
Friedman's additional career accomplishments include spearheading the launch of Travel Leaders of Tomorrow and Nexion Veterans in Travel to develop new talent in the travel industry.
 
In 2020, she was awarded the Travel Weekly Lifetime Achievement Award. That was followed two years later with the TravelAge West WAVE Award for Excellence in Leadership.
 
Q: What motivates you to do what you do each day?
 
“My passion lies in empowering independent travel advisors to reach their full potential and build thriving, sustainable businesses," says Friedman. "Their success is the true measure of Nexion’s impact — because when they win, we all win.”
 
Q: What are your hopes and goals in relation to your specific area of work and the impact you’d like to have on the travel industry?
 
"I want travelers to truly understand the value of working with a travel advisor and the expertise they bring — their expertise, insights, and ability to craft extraordinary experiences," says Friedman. "My goal is to see our industry continue to be elevated — attracting and retaining passionate young professionals who see this as not just a career, but a calling."

Spearheading global marketing strategy for an organization that promotes a state the size of California is no small task. Particularly when that global effort includes 13 international markets. But industry colleagues say Leona Reed is a true force to be reckoned with.

Reed began her career with Visit California in 2000, and since then has been busy spearheading global marketing expansion. Over the past 10 years, she has dedicated more than 14,000 hours — the equivalent of 85 weeks — to traveling internationally to expand the organization's footprint.

As the organization has grown, Reed has played a key role in scaling Visit California’s international portfolio from a $1 million investment in five markets to today’s $26 million-plus annual investment in 13 markets worldwide.

Those globalization efforts have included launching robust consumer marketing campaigns across diverse territories, including Mexico, Canada, Australia, China, and the U.K. Next up? Reed is busy developing a full-funnel brand strategy for India — one of the fastest-growing and most important markets for the Golden State.

Q: What motivates you to do what you do each day?

"I am so fortunate to work with a talented and dedicated team — my global family," says Reed. "I start each day connecting with colleagues in Europe, have midday discussions with North American colleagues, and end the afternoon with teams in Asia-Pacific. Their passion for California and deep expertise inspires me. I continue to learn and grow as a leader from working side by side with my colleagues at headquarters in Sacramento, and the entirety of our global network."

Q: What are your hopes and goals in terms of your specific area of work and the impact you’d like to have on the travel industry?

"I wholeheartedly believe travel has the power to transform lives, broaden perspectives, and build meaningful connections," says Reed. "As ambassadors for California and the U.S., we hold a responsibility to harness travel as a force for good."

"I want to continue expanding travel’s ability to bring people together, foster cross-cultural connections, and contribute to a more peaceful global society," adds Reed. "At Visit California, we live by the mantra 'All dreams are welcome.' I strive to uphold that spirit of inclusivity and hospitality through our work on the global stage."