‘I did a lot of soul-searching through Covid’ – Gate 7 founder Jo Palmer on how spirituality has shaped her business

‘I did a lot of soul-searching through Covid’ – Gate 7 founder Jo Palmer on how spirituality has shaped her business
Sofia Geraghty
By Sofia Geraghty


The pandemic was difficult for everyone in the travel industry, however, for Gate 7’s founder and managing director Jo Palmer, it was a particularly rough time. 

“I had a 20-year business and a 20-year marriage both break down,” she told Travel Weekly.  “All of your purpose, all of your identity, is gone.” 

At marriage counselling, Palmer was asked to consider what really motivated her in life. 

“One of the things that they do is try to help you understand what your higher purpose in life is? And [is your life] aligned?” 

Travel stress

A difficult time led Jo to question her life and purpose. Stock image.

While Palmer had always enjoyed travel, the questions prompted her to consider what exactly it was about travel that aligned with her purpose. 

She soon found that it was the “interconnectedness with other parts of the world”. 

“As somebody who has working relationships with these people, it becomes real, it becomes deep. You become part of their life,” she said of her business relationships in travel. 

“I love the force of diplomacy that comes behind travel,” she added, recognising how it often improves international relations between countries. 

Whilst the pandemic might have led Palmer to consciously look at her spirituality, spiritual elements had actually been part of her business for a long time. 

“I started the business in 1998 and in the year 2000 I hired my first staff member. Even back then we did annual retreats and planning sessions where we would listen to Deepak Chopra and get really big picture.”

Spirituality is increasingly a word that gets thrown around a lot, but what exactly is it?

For Palmer, it is not about religion. It is about “connecting into everything around you, as well as connecting within”. 

Palmer says a lot of modern wellness practices are spiritual.

She admits that in Western culture we struggle to use language to describe it but says there are big links between spirituality and the rise of the wellness industry.

“The whole rise of wellness is very closely connected to that need to slow down, tap into yourself, think about the broader picture, regain perspective, and just be conscious, not just be running on a treadmill cranking stuff out.” 

Whilst wellness “could be a very selfish thing” if it’s just about the individual, it becomes spiritual when it becomes about connecting with the wider world.

The nature of the industry means that travel and spirituality often go hand in hand, Palmer said. 

“We don’t get paid as much as other industries so you might not be someone who is focused on earning a lot. You’re probably somebody who’s prioritizing that connection and that experience.” 

Women In Travel: The days of one-dimensional stereotypes are over, says Wendy Wu

This interview is part of our Women in Travel series ahead of the 2024 Women in Travel Awards. The awards celebrate women who have achieved astronomic success in their professional arenas, celebrating their invaluable contribution to the industry through leadership, innovation and courage.

This year the theme is ‘Follow her lead’ and we’ll be championing the power of community and women in the industry working together to create the best experiences possible for Australian travellers.

Women from all levels of business are encouraged to enter the awards program, which features 20 categories covering every corner of the industry. That includes three new categories, Rail, Tech and Woman of Year.

What are you waiting for, ENTER NOW!

Buy your earlybird tickets HERE. 

Email the Travel Weekly team at traveldesk@travelweekly.com.au

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