The inspiration behind Best Workplaces in Travel....

benclark226
Sep 18
3 min read

Alex Beeden and Kelly Davies, Active International

Alex Beeden, Head of Clients & Ops at Active International had the pleasure of sitting down and interviewing Gail Kenny, a renowned travel expert with over 20 years of experience in executive travel recruitment. Gail is the founder of Best Workplaces in Travel, an initiative launched in back in 2021 to celebrate and showcase the best employers in the travel and tourism sectors. In this interview, Gail shares the inspiration behind this initiative, the criteria used to define a "best workplace," and her advice for travel companies looking to improve workplace culture. Read on to learn more about her vision and insights into the evolving travel industry. Active International is proud to have sponsored the awards for the past two years and is already planning their involvement for 2026.

Alex: What inspired you to start Best Workplaces in Travel, and what was your vision for the company when you founded it?

Gail: The travel industry was on its knees after Covid and had haemorrhaged so much talent. We wanted to showcase the travel industry as a great place to work and award the travel companies who prioritised their employees. We wanted to raise the bar for workplace culture in the travel industry. Our vision was to help travel companies understand the importance of employee engagement and provide them with real insightful people data to improve their workplaces.

Alex: do you define a ‘best workplace’ in the travel industry, and what criteria do you use to evaluate companies?

Gail: Defining a best workplace can vary depending on individual preferences, priorities, and values. Our survey aims to identify the key factors that drive employee motivation and engagement. It will ask employees to prioritise the top six characteristics that are most important to them when coming to work each day. We include these characteristics and factors which contribute to being a great place to work:

Purpose & Contribution
Culture
Systems
Wellbeing
DEI (Diversity, Equity, and Inclusion)
Employer Brand
C&B (Compensation and Benefits)
Ethics
Comms (Communication)
Team
Leadership
Progression
L&D (Learning and Development)

Once the top six drivers are identified, the survey delves deeper into each characteristic, providing a more nuanced understanding of what matters most to employees. By understanding the top drivers of employee motivation and engagement, travel companies can focus on developing strategies that address the most critical factors, ultimately driving improved employee satisfaction, retention, and overall business performance.

Alex: What advice would you give to travel companies looking to improve their workplace culture and become one of the best workplaces in the industry?

Gail: To improve workplace culture and become one of the best workplaces in the industry, travel companies should:

Prioritise employee engagement
Foster a positive, inclusive company culture that supports collaboration and growth
Develop effective leadership and communication
Provide opportunities for employee growth and development
Regularly check in and have career conversations, especially with newest team members.
Remember one size doesn’t fit all with work set ups. Flexibility is key.

By focusing on these areas, travel companies can create a workplace culture that attracts and retains top talent.

Alex: As a media barter company, we turn unsold travel inventory, products, or services into incremental sales. How do you see barter evolving further within travel, and what potential do you think it holds?

There will always be unsold inventory, so it can help travel companies optimise their inventory. There will always be a demand for your product, and as this is likely to generate incremental revenue, the concept should be well accepted.

Alex: What trends have you observed in the travel industry over the years, and what will the future hold?

Gail: Over the years, I’ve observed trends such as:

Increased focus on employee engagement and workplace culture
Growing demand for sustainable tourism and responsible travel practices
Rise of experiential travel and unique experiences
Digital transformation and the use of technology to enhance the travel experience

Looking to the future, I predict:

Continued emphasis on employee engagement and workplace culture
Growing importance of sustainability and responsible travel practices
Increased use of technology, such as AI, to enhance the travel experience
Evolving consumer behaviours and expectations, driven by changing demographics and market trends.

These trends will shape the future of the travel industry, and companies that adapt and innovate will be best positioned for success.