In honour of International Women’s Day 2025, AAT Kings shines a spotlight on the inspiring women who help shape the travel industry.
From marketing and sales to tour guiding and operations, women play a crucial role in delivering unforgettable travel experiences.
We spoke with a group of remarkable women from AAT Kings to learn about their journeys, challenges, and hopes for the future of women in travel. Their stories are a testament to resilience, passion, and the power of lifting each other up.
Carolyn Tipper, Tour Director, AAT Kings Group
With over two decades of experience leading AAT Kings tours across Australia, Carolyn brings unparalleled expertise and passion to her role as Travel Director. Based in Tasmania, she has guided countless guests through the diverse landscapes and rich cultural experiences of Australia. Her extensive knowledge and dedication to creating memorable adventures have made her invaluable within the AAT Kings team.
“What’s your biggest success story as a woman in travel?”
I have been involved in travel for over 50 years and to people who have known me all my life they may tell you that I was once quiet and shy and was too scared to ever speak or question anyone, my boss or anybody in authority. I would be so embarrassed to be put on the spot, asked to answer a question or take any part in a leadership role.
In fact, my face would go so red I would wish the floor would open up and swallow me. Success for me meant I had to learn to conquer my own inadequacies in order to advance my career in travel. This was not going to be easy for me – the silent workers who got things done without a fuss. Was I successful? Yes, but it did take time for me to gain my confidence in this industry and learn to trust my instincts and knowledge, to know I was getting it right.
The feedback I received from my peers in the industry. – both internal and external and my onboard guests bolstered me up and my confidence grew as I found a sense of purpose and joy for travel and the people in it. I already had a thirst for knowledge of this great country so guiding guests was never an issue for me but taking the lead was my biggest challenge and success.
“How has AAT Kings supported or inspired your journey in tourism?
From a person living on an island who had only ever travelled with others I knew, to actually setting off on my own to destinations all over Australia, it was quite daunting. Trying to navigate my way across a network of airports in different states to meeting 50 strangers and delivering a tour worthy of a king was initially a frightful experience.
But AAT Kings showed a confidence in me that I could lead a tour and engage positively with our guests and I was inspired by that and I clearly didn’t want to let them down. Support from AAT Kings has come in so many ways – the 24 hrs phone back up service we have in case of an emergency, working with experienced well trained drivers, the amazing coaches we call home and their back up service if something goes wrong.
To know someone was only a phone call away not matter where we were, even if it was on the satellite phone or to the phone calls of support I received when tragedies in my own life happened. The PDP,s (personal development programmes) and training I received was priceless as we are on the road most of the year and hardly see the office or anyone else. The encouragement I received when management wanted to listen to my ideas and experiences in the tourism industry, they were keen to have my input into itinerary’s, the joy I received in training new crew members and the making of some great life long friendships with road crew and management. All of this inspired me to do my very best for AAT Kings and their guests. For all this I am grateful and I felt a wonderful sense of belonging and as you can see I am still here and still loving what I do.
What’s one change you want to see for women in travel by 2030?
I would still love to see more equality for women in travel and by that I mean that we should all be treated with respect and dignity, be listened to intently, more often, and be equally valued in the workplace. Encompassing equality is inclusion, respect of our ideas, care of our individual values and given more opportunity to have a say on things that really matter.
“Tell us about a woman in travel who changed your career path.
“ For the record, I am living in Tasmania because 20 of my forebears either chose to or were sentenced to sail across the seas from the UK to make a new start in Van Diemans Land. Travel for them was to change their careers and their lives.
One woman who I have great admiration for is an Irish girl named Alice, who was treated harshly by the system of life for being found on the streets of Dublin after 8pm at night without a man on her arm. Her sentence was for 7 years in Van Diemans Land but she was never to return to her home in Ireland. Downtrodden, homesick, pregnant, single, unable to defend herself she arrived in Van Diemans land in a terrible state. She was incarcerated in the Female Factory in Hobart.
She tried to tell her story in a time when women had no right to speak but she was determined to be heard. For that outburst it got her an added sentence and she was made to walk 230kms from Hobart to Launceston, with child. She delivered a baby boy in Ross and after only 2 weeks was made to continue that walk.
The baby was taken from her when he was 2 and she had to work as a washerwoman for another 4 years. Eventually she married and had a hard but loving life with her husband and a big family of 11 children. Her baby boy died when he was just 11 yrs old. Alice was my great, great, great grandmother. How did she change my career path? From Alice
I learned determination and a can do attitude. She has taught me that we can just cruise along in life – and my life was tourism not travel. Her story showed me I could get on that coach as I had worked with coach companies for 25 yrs looking after their guests but I longed so much to be on that coach.
It took me many years but eventually my world opened up some opportunities that I took and it meant being away from my home but it also meant I could have my career in travel. Like Alice, due to life’s unfair circumstances I was now in a position to pursue my new career and encompass it with all my experience with tourism, my communication skills and my love for people and travel.
Nikki Bruce, Marketing Manager, AAT Kings Group
As Head of Marketing at AAT Kings Group, Nikki leads the brand marketing team with a passion for connecting consumers to inspiring stories and enriching travel experiences. With over a decade in the travel industry, including 5 years at AAT Kings Group, she has been named a finalist for Marketeer of the Year at the Women in Travel Awards and has led multiple award-nominated marketing campaigns.
“What’s your biggest success story as a woman in travel?”
There have been several pivotal moments in my career that still give me ‘pinch me’ feelings. Winning a Mumbrella Marketing Travel Award with our team, watching my own team receive recognition at the Women in Travel Awards not once but twice, and coordinating a major photoshoot at Ulur u to showcase AAT Kings’ exceptional experiences are particular highlights. I’ve been fortunate to work with outstanding leaders who have both challenged and advocated for me. Today, I strive to provide that same leadership to my team. This approach creates a threefold benefit: we support each other, produce exceptional work, and help our guests create unforgettable holidays in the destinations we’re so passionate about.
“How has AAT Kings supported or inspired your journey in tourism?
I’ve had the privilege of mentoring two remarkable women in our business, offering guidance when needed. I’ve also recently begun my own mentorship journey with an inspiring leader in our organisation, and I’m excited to learn from their expertise. AAT Kings actively encourages us to build connections within our industry to always keep learning and work on our development. This collaborative approach is vital, as our industry thrives on mutual success. I firmly believe Australia and New Zealand offer unparalleled experiences, and we should be sharing these treasures with the world helping each other grow, to help our industry grow.
What’s one change you want to see for women in travel by 2030?
While I’ve witnessed significant progress since beginning my career in Australia and have personally experienced great workplace support, I recognise this isn’t universal. In the travel industry, where women comprise 55% of the workforce, we still face challenges with pay parity, women in leadership roles and barriers for women balancing career advancement with family responsibilities. When I talk to younger workers, the negative experiences are becoming less and less, which is a slow but steady sign that workplaces are improving and initiatives like International Women’s Day are working.
“Tell us about a woman in travel who changed your career path.
“ Two women have significantly shaped my career trajectory. The first gave me my initial break in marketing when I was working in reservations, recognising my can-do attitude despite my lack of experience. I’ll always be grateful for that opportunity and the professional and personal growth it enabled. The second was a fearless sales leader who inspired unwavering dedication from her team through her extraordinary work ethic. She continues to thrive and remains highly respected in the industry. From each leader, I’ve learned valuable lessons about what leadership approaches resonate with me. Now, as I lead my remarkable team of four, I strive to incorporate these insights. My greatest hope is that my team feels supported, inspired, and empowered to achieve their goals – that’s where true magic happens, creating a synergy that only benefits the business.
Jody Grossfeldt, General Manager Operations & Experiences, AAT Kings Group
Jody is an experienced General Manager with a proven track record in the leisure, travel and tourism industry. She has dedicated nearly 12 years to AAT Kings, where she currently leads the exceptional Product and Operations teams for the AAT Kings Group.
“What’s your biggest success story as a woman in travel?”
One of my biggest achievements has been balancing my dynamic career in travel with raising a family, proving that women don’t have to choose between professional success and personal fulfillment. In addition, the most rewarding part of my career has been mentoring and being a positive role model for other women in the industry. I take great pride in championing the professional growth of all my team and seeing many of them step out of their comfort zones and grow and development is why I do what I do. It not just one milestone it is empowering others in their own journeys.
“How has AAT Kings supported or inspired your journey in tourism?
AAT Kings has been my second home and a place where I’ve not only been able to build a career but also make a real impact. They have supported and placed trust in me as a leader allowing me the freedom to make strategic decisions, have a voice and lead change which has allowed me to grow both professionally and personally.
What’s one change you want to see for women in travel by 2030?
I want to see more women in senior leadership and operational roles across the travel and tourism industry. While progress has been made, there is still work to do in breaking down barriers and ensuring equal representation in executive decision-making. By 2030, I hope we are no longer talking about ‘breaking down barriers’ but instead women being recognised for their expertise and leadership and this is the new norm, not an aspiration.
Tell us about a woman in travel who changed your career path.
“ I have had many women who have shaped my career path but one very early on in my career had a fundamental impact. I was fortunate to work alongside a female leader who showed me what was possible through resilience, passion, care and a fearless approach to the industry. She encouraged me to challenge the status quo, take on leadership opportunities, and believe in my own ability. Her mentorship reinforced my commitment to empowering others, being your authentic self and leading with a positive mindset. She taught me to always be true to myself and this has carried through my whole career.
Jess East, Driver Guide, AAT Kings Group
Jess East is a skilled Driver Guide at AAT Kings, known for her dedication to creating exceptional travel experiences. Transitioning from the catering team, Jess has become an inspiring role model, showcasing the power of perseverance and teamwork. Her passion and commitment make her an invaluable part of the AAT Kings family.
“What’s your biggest success story as a woman in travel?” Just being able to overcome my fears and be in this role in the first place. I started out working in the catering team for AAT Kings. I was so afraid of public speaking and never thought I could overcome those fears to become a Driver Guide.
Everyone at AAT Kings was so supportive and encouraging and had faith in me when I doubted myself. With the support of management and my colleagues I gave it a go – and now I am doing something I absolutely love. The best job I have ever had. My dad always says “if you love what you do, you’ll never work a day in your life” and I didn’t think that was real. Until I started working as a Driver Guide. I’m having the time of my life.
“How has AAT Kings supported or inspired your journey in tourism?
As I said, I wouldn’t even be in this position if it wasn’t for AAT Kings. They saw something in me that I couldn’t even see in myself at the time. In this role there is always room for growth. I feel inspired because everyday is different. Leadership are supportive of my plans and dreams to continually grow and expand in the future.
What’s one change you want to see for women in travel by 2030?
More women drivers! There’s no denying it is a male dominated field. Everyone I work with are wonderful, have so much knowledge to teach me, and are very supportive. But every time a new woman comes on board I can’t help but feel excited! Every woman I come across through work – other drivers, tour guides, and tour directors, are always so supportive of other women in travel. Girls are always supporting girls. Sometimes I get older women on my tours as guests who are so impressed I drive the ‘big caoch’. Many tell me they wouldn’t have had these opportunities when they were my age and some say that I make them feel like they could give it a go. They can and they should
“Tell us about a woman in travel who changed your career path.“
Honestly it was another driver here with AAT Kings – Ash from Sydney. I met her when I was in catering and she would come through with tour groups. I remember I thought it was so cool this young girl was driving coaches and I thought to myself “I want to do that too”. Even now I am still inspired by Ash as she has progressed and works all over the country. I would love to do that one day too
Jess Knight, Inside Sales Manager, AAT Kings Group
As Inside Sales Manager at AAT Kings, Jess brings a dynamic approach to building strong relationships and enhancing operational efficiencies. Throughout her six-and-a-half-year tenure, she has focused on fostering collaboration across teams while developing robust partnerships. Her dedication to streamlining processes and nurturing business relationships has made her an integral part of the AAT Kings team.
“What’s your biggest success story as a woman in travel?”
My biggest success story is the journey of growth I’ve had, both personally and professionally. I started in travel as a backpacker from overseas, unsure of where it would take me or what path I’d end up on. Looking back, I didn’t realise at the time that those early experiences would lay the groundwork for a career that would challenge me, inspire me, and push me to grow in ways I never expected. Over the years, I’ve learned that being adaptable, building strong relationships, and staying resilient are key to making progress.
The most rewarding part of my career has been the opportunity to help shape the way we work. Whether it’s improving processes, strengthening collaboration, or finding creative solutions that benefit both our partners and the internal teams, it’s been fulfilling to see the positive impact of those changes. What’s even more special is turning challenges into growth opportunities—that’s what has truly made this journey meaningful to me.
“How has AAT Kings supported or inspired your journey in tourism?
AAT Kings has been a major part of my growth. From day one, I’ve been given the space to bring my ideas to life and lead in ways that feel natural to me. My managers have been incredibly supportive, always encouraging me to take on new challenges and step outside my comfort zone.
What I appreciate most is the support I received during some of life’s bigger challenges, like becoming a single mum. It made all the difference knowing I had a team behind me, understanding and empowering me through it all. Whether it’s through mentorship, opportunities to take on new projects, or working with such a talented and dedicated team, AAT Kings has helped shape my confidence and has been central to my growth in this industry
What’s one change you want to see for women in travel by 2030?
By 2030, I’d love to see more women in leadership roles with better access to career development, mentorship, and growth opportunities. The travel industry is built on connections, stories, and culture, and having more diverse voices in leadership makes it stronger.
Ideally, I envision a workplace where women aren’t just filling administrative roles but are actively shaping the future of travel – where leadership is truly diverse, and equal opportunities are the norm. I’d also love to see more part-time leadership positions for working mums. Balancing motherhood and a meaningful career can be challenging, offering more flexible leadership roles would allow talented women to stay in the game without having to choose between career and family
“Tell us about a woman in travel who changed your career path.
“A few years ago, I attended an event hosted by YATEC with Phillipa Harrison from Tourism Australia. She’s an incredibly inspiring woman and leader.
I remember asking her for advice, especially for someone like me – who didn’t have the typical “sales personality” but wanted to make an impact and build a career. Her advice really stuck with me: “Be authentic. Be yourself, and not anyone else. Work hard and keep pushing yourself. That’s how the right opportunities will come your way.” This advice was a game-changer for me. It helped me find my own path and gave me the confidence to approach everything I do with authenticity and determination.”
