Blue Ocean Global Technology Interviews Rebecca Maffeis | Travel Industry Innovation Strategist and Marketing Consultant

Rebecca is an award-winning former managing director of a travel business, now focused on advising businesses across the global travel and hospitality industry and connecting individuals in travel, wellness, luxury and wealth. With Chartered Institute of Marketing qualifications and hands-on business experience, she advises businesses on current market trends, strategy, innovation, marketing, and partnerships, helping businesses to thrive in a changing competitive landscape. Her strength lies in seeing connections that others miss, spotting opportunities, and guiding leaders with practical, values-aligned solutions. She offers strategic advisory services, innovation projects, and one-on-one strategy sessions, and assists clients with communications and networking. 

Blue Ocean: Could you tell us about your professional journey and what inspired you to pursue a career in this industry?

Rebecca Maffeis: I’m originally from California, near San Francisco, and my journey into the travel industry started when I was 16. My father, who was a teacher, led a student trip to Europe, and that experience completely opened my eyes. Seeing the history, culture, and energy of European cities sparked a genuine desire to travel and explore the world.

When I went to university, I set a goal to study abroad in my third year, and I chose France. That year was pivotal. I learned French, immersed myself in a new culture, and met my Italian husband, which ultimately led me to London later on. Speaking French helped me land my first job at a French travel company because they needed language skills. I started as a reservations consultant and admin assistant, stayed in that role for two years, and consistently asked how I could contribute more.

That curiosity led to a sales and marketing executive role, and four years into working there, I was offered the position of UK Managing Director. It was a steep learning curve, but I took it. I managed a team of five and a seven-figure business for four and a half years. Working closely with the full customer cycle helped me see how customer experience, marketing, and loyalty are interconnected, and how strong customer advocacy can reduce marketing spend.

Alongside that, I invested in continuous learning and earned two qualifications from the Chartered Institute of Marketing: a certificate and a diploma in professional marketing. My work was later recognised across the UK travel industry: I was named one of the 30 Under 30 and shortlisted as one of six finalists for Young Manager of the Year at the British Travel and Hospitality Awards, along with recognition for our customer service and high Net Promoter S score. That combination of industry experience and marketing strategy shaped the direction of my career.

Blue Ocean: What does a typical day in your life look like?

Rebecca Maffeis: Honestly, I don’t have a typical day anymore. As an independent consultant, my work varies depending on the clients and projects I’m involved in, which is something I really enjoy. After spending eight and a half years within one business, becoming independent has allowed me to explore different industries, meet new people, and work on a wider range of business challenges. My day usually starts after I drop my three children off at school and childcare. I mostly work from home and start tackling the tasks I have lined up, whether that’s client work, research, or strategic planning. Networking also plays a big role in my work, and it’s actually how I met Sameer, which led to this interview. As an independent consultant, personal branding is also important, so I spend time writing on LinkedIn to share knowledge and build meaningful connections.

Another key part of my day is learning about market trends. My clients are often too busy to look outward, so I dedicate time to understanding what’s happening in the industry and gathering insights that I can bring back to them. So while there isn’t one fixed routine, my days are a mix of client work, market research, networking and continuous professional development.

Blue Ocean: Which emerging trends in travel, luxury, wellness, or community experiences most excite you, and how do you see them reshaping the customer journey?

Rebecca Maffeis: Right now, there are tremendous opportunities in travel, especially if you’re entrepreneurial. What excites me most is the shift toward meaningful and multifaceted experiences. Wellness travel is in huge demand; in fact, demand is exceeding current capacity. People are increasingly choosing experiences over products, and that’s one of the reasons travel has become a booming global industry. It now represents 10% of global GDP and plays an important role in connection and even world peace.

A major emerging trend is transformative travel. People aren’t just travelling for leisure; they’re travelling to improve their health, reset their nervous system, focus on longevity, switch off digitally, and strengthen relationships with their family. We’re also seeing business travel evolve into “bleisure,” where conferences are becoming more dynamic, incorporating elements of community, wellness and enjoyment.

After attending the World Travel Market in London last week, I noticed growing conversations around regenerative travel, sustainability, diversity, and the idea that wellness isn’t just individual. For someone to feel a true sense of wellness individually, there’s a growing awareness that this requires a focus on the wellness of local communities and the wellness of the planet at the same time. That mindset shift has real transformative power, both personally and collectively.

Blue Ocean: What do you believe is the key to your success, and how do you stay ahead in such a competitive environment?

Rebecca Maffeis: Travel is such a vast industry, with opportunities across many areas. To stay competitive, I’ve had to look inward and understand three things: my strengths, what I genuinely enjoy, and where the market is growing. By aligning those elements, I was able to carve out a niche for myself.

I tend to work closely with small businesses, and they value the personal connection and the relationship-based approach I bring. Those relationships naturally lead to other clients, and that’s been an important part of my growth. I truly believe anyone can create their own space in this industry if they’re willing to identify their niche, trust their skills, take risks, and be brave enough to try.

Blue Ocean: What is something unique you offer to your clients?

Rebecca Maffeis: What really differentiates me is the combination of hands-on experience and strategic training. I’ve actually run a travel business and completed professional strategic marketing qualifications. That mix is quite rare; many people advise on marketing without having managed a travel business themselves, but that experience gives me insights into the realities of running a business and what is required for long-lasting ROI.

Because I’ve experienced the full customer cycle and handled customer service directly, I understand the challenges business leaders and entrepreneurs face. That gives me deep insight into the importance of long-term thinking, customer relationships, and building sustainable businesses.

I also spend a great deal of time researching trends across travel, luxury, high-net-worth psychology, and related services. That broad understanding allows me to connect industries, spot collaboration opportunities, and identify innovations for customers, a combination not many people have, and one that’s helped me stand out.

Blue Ocean: In your experience, what qualities separate those who excel in their field from those who don’t?

Rebecca Maffeis: The people who truly excel are the ones committed to continuous learning and always questioning the status quo. I’ve seen many individuals who simply follow the way things have always been done, and that’s exactly when opportunities get missed and competitors pass you by. In bigger businesses, that mindset is often what allows smaller startups to quietly step in and take market share before it’s even noticed.

I believe that having an entrepreneurial mindset is key; constantly trying to improve, asking how things can be done better, and staying open to innovation. That approach makes a real difference, both for individuals and for businesses.

Blue Ocean: How do you approach mentoring or guiding those who look up to you?

Rebecca Maffeis: When it comes to mentoring, I genuinely believe that everyone has potential, regardless of their background, age, or experience. Giving young people time is important because I’ve found that there’s always something you can learn from them, too. That keeps your mind fresh and open.

I was actually on a panel last week with other independent consultants, and a shared insight was that even if you’re more experienced, young people can bring new perspectives. Mentoring is also rewarding; it helps build meaningful relationships. And over time, those connections can come full circle: the people you mentor may become future clients, colleagues, or even employers. So for me, mentoring isn’t just valuable, it’s an essential part of everyone’s career.

Blue Ocean: If you could give any advice to your younger self at the start of your career, what would it be?

Rebecca Maffeis: If I could give one piece of advice to my younger self, it would be this: don’t work for a business that doesn’t align with your values. When a company doesn’t respect your integrity and asks you to do things you’re not comfortable with, it slowly drains your energy and motivation.

But when you work with clients or organisations that share your values, it’s the opposite; it gives you energy. There’s a kind of resonance that builds more and more momentum, and you become more productive and generate better ideas.

I’ve seen many people burn out at companies that didn’t respect their boundaries, their time, or what matters to them personally, like their wellness or their family. So my advice would be to recognise that early and move on to a different company, or even start your own company.

Consumers now expect more of businesses. Purpose-led businesses have a competitive advantage, attracting aligned customers, employees and investors, and gain momentum because all stakeholders have an aligned purpose and vision.

Blue Ocean: What is something you are most grateful for, either professionally or personally?

Rebecca Maffeis: I’m truly grateful for the chance to restart my career after taking a break. When I decided to begin freelancing, I reached out to my former boss, who was leading a new business as the general manager of a ski travel company. I told her I was looking for flexibility and would be willing to take on any work she needed, since she already knew my skill set.

She gave me that opportunity and the flexibility I was hoping for, and that really helped me kickstart my career again. Then, two years ago, she approached me again with a challenging new project. She genuinely saw the potential in me and believed in what I could achieve. When someone does that for you, it’s incredibly meaningful, and I’ll always be grateful to her for that.

Blue Ocean: What’s one lesson in life that changed your perspective?

Rebecca Maffeis: One lesson that has deeply changed my perspective is realising just how short and unpredictable life can be. You never really know what might happen to your loved ones, or even to yourself. That awareness pushes you to think seriously about what you want to do with your life and what truly matters.

It’s a bit emotional for me to talk about this, but I have a friend my age who was diagnosed with breast cancer. She has children, and thankfully, she survived and is doing well now, but it was a very difficult experience for her and her family. Knowing people who go through something that serious or losing someone young makes you realise what’s important in life, and reminds you to focus on that in the present moment, and not at some later date that may never come.

Blue Ocean: Is there a particular quote or piece of advice that has guided you through your career?

Rebecca Maffeis: There is a particular quote that guided me early in my career. I came across it when I was about 18, and it really stayed with me. The quote is:

“The world is a book and those who do not travel read only one page.”

When I read that, it made me realise how important travel is, because it opens your mind, broadens your horizons, and helps you see what’s possible in life. When you visit different countries, you see different ways of living, and you can take inspiration from them and apply those elements to your own life.

So if you don’t travel, you might be limiting what your life could become. That idea became a guiding philosophy for me and led me to live abroad and later join the travel industry.

Blue Ocean: What hobbies or interests help you maintain a balanced lifestyle outside of work?

Rebecca Maffeis: I genuinely believe that having hobbies is very important. I’ve done a lot of research on wellness and longevity, and I think giving time to activities outside of work can be incredibly healing.

One big part of that for me is exercise. I’ve been practising yoga for 20 years, and I like to try different things because I think learning and challenging yourself keeps life interesting. Over the years, I’ve tried many activities, including ballet, Zumba, Pilates, and tennis. For me, exercise becomes more engaging when you’re learning a new skill rather than just doing the same thing repeatedly.

Another one of my passions is singing. I’m not a professional singer, but it’s something I’ve done since I was young, and I really enjoy it. I sing to my children, and my husband plays guitar while I sing. Interestingly, there’s research around breath work and how it benefits well-being, and singing is all about breath control. They’ve even found that singing, or singing in a choir, can calm the nervous system and improve overall well-being. I think you also see that with children; activities like art and music help them feel grounded. As adults, I don’t think we should forget this, and try to remember to incorporate these activities into our lives.

The final hobby I’ve picked up more recently, over the last five years, is gardening. I completely re-did both my front and back gardens (they’re small, because I live in London), but I learned how to garden from scratch: growing plants from seed, and understanding what they need to thrive. The process of learning this was really rewarding. Gardening connects you to nature, the seasons, and even to what you eat. It also taps into creativity, choosing colours and flower combinations, so in a way it can be artistic. But above all, it’s a mindfulness activity. When you’re gardening, you’re in the moment, focused on small tasks, and your mind quietens down. In fact, here in the UK, doctors have started prescribing gardening to people with depression, because it’s been shown to help with well-being.

Conclusion

Rebecca’s journey is a powerful example of how curiosity, values, and human connection can shape a meaningful career. From starting young at a travel business to becoming a strategic advisor to the travel and hospitality industry, and building connections across wellness, luxury, and wealth, she continues to evolve with purpose and authenticity. Her insights reflect a deep understanding of customer experience, market trends, and resilience in a changing world. What stands out most is her belief in values-aligned work, lifelong learning, and the power of relationships—both personal and professional. As she reminds us, life is short, opportunities are abundant, and with the right mindset, careers can be consciously designed.