Jules Verne managing director Debbie O’Neill officially stepped up to the role on Wednesday (15 April) from her position as vice-chair during a transitional period for the organisation, with seven new members joining the board, alongside six existing directors. She succeeds Michelle Laverick, head of marketing at Jules Verne.

Speaking to TTG, O’Neill said her priority was to reshape AWTE to better reflect the needs of the "modern woman" in travel, such as by moving beyond traditional networking to create a more meaningful and supportive community.

"We’ve started to see a shift over the past year in what women in travel really want," she said. "Networking still has its place, but it can often feel transactional. What I want us to create are spaces where women can connect in a more authentic, human way."

'Safe spaces' and inclusivity at the forefront

Central to this vision is the introduction of what O’Neill describes as "safe spaces" – environments where members can share experiences, seek support and have open conversations about both professional and personal challenges.

Alongside this, AWTE will expand its reach across the wider travel eco-system. While historically dominated by representatives from tour operators and airlines, the association is now welcoming members from inbound tourism for the first time, reflecting a "more inclusive" approach.

"That gives us not only a wider perspective but also more opportunities, particularly in terms of event spaces and collaboration," said O’Neill, who is also keen to attract more travel agent members.

Coaching and mentoring schemes on offer

A key pillar of this new strategy will be the rollout of structured coaching and mentoring initiatives. While still in development, these are expected to include a mix of board-led mentoring, peer-to-peer support and group coaching sessions focused on personal growth.

O’Neill, who is also a women’s empowerment coach, has already piloted similar initiatives within AWTE, including "lunch and learn" sessions covering topics such as managing overwhelm and setting boundaries.

"The mentoring side will help with specific challenges, whether that’s career progression or navigating workplace situations," she explained. "But the coaching is where real personal growth happens. It’s about giving women tools and confidence so they can go back into their workplaces feeling stronger and clearer."

She pointed to issues raised in TTG's recent 'What it's like to be a woman in travel' report – including women being interrupted or talked over in meetings – as examples of where practical support can make a difference. "That's a really easy win which could be helped with a few coaching sessions," O'Neill said.

AWTE not only for senior leaders

Another major focus for O’Neill will be increasing engagement with travel agents and homeworkers – a group she believes has long been underrepresented within the AWTE.

"There’s a perception, even in the name, that this is for senior leaders," she said. "But it’s for women at every stage of their career. And for homeworkers especially, who can feel isolated, having a community like this could be incredibly valuable."

She added AWTE is exploring targeted events and outreach, as well as seeking feedback directly from agents, to better understand their needs, particularly around "personal development".

Men 'afraid' to speak out on women's issues

Elsewhere, in an attempt to promote greater inclusivity, O’Neill is looking to significantly expand AWTE’s male allyship programme. The initiative, which began with a small working group of male ambassadors, will now be scaled up to encourage broader participation from across the industry.

TTG 30 Under 30 alumnus Lee Ainsworth, the Advantage Travel Partnership's head of business development, will take over as male ambassador – succeeding Riviera Travel's Stuart Milan, who helped establish the role.

"I've realised we won’t create meaningful change with a small group of men, which is what happened the first couple of years," O’Neill said. "We need as many people as possible behind this work."

Plans under consideration include a dedicated "male allies" membership tier, digital badges to signal support, and roundtable discussions designed to facilitate more open dialogue between men and women in the industry.

"There are a lot of men who want to support women but aren’t always sure how, or are afraid to stick their head above the parapet and get it wrong," she added. "This is about giving them a framework and the confidence to step forward and be part of the solution."

O’Neill stressed the aim is not to separate men and women, but to bring them together to address shared challenges. "This isn’t just a women’s issue; it’s an industry issue," she said.

'The world has changed – we have to change with it'

Now in its 72nd year, O’Neill acknowledged the importance of honouring AWTE's heritage while ensuring it remains relevant.

Founded in the 1950s as a networking organisation for women in travel, AWTE has long played a role in connecting professionals across the sector. However, O’Neill believes its future lies in evolving beyond that original remit. "The world has changed, and we have to change with it," she told TTG.

Her ambition is to position AWTE as a platform where individuals can "thrive and flourish". She cited a recent "She Shines" event in Shoreditch as an example of this direction, where attendees shared personal stories in a supportive environment.

"When people feel able to show up as their true selves, that’s when the real impact happens," she said. "It gives others permission to do the same."

Ultimately, O’Neill hopes this shift will create a ripple effect across the industry, influencing workplace cultures and leadership styles more broadly.

"This is about the power of being human," she added. "If we can create those spaces and bring people together in the right way, we can help drive real change."