Jody Grossfeldt is a seasoned leader in the travel and tourism sector, currently serving as general manager at AAT Kings with an impressive track record in leisure and incentive travel.
With expertise spanning sales, hotel management tour operations, she holds a wealth of industry knowledge while a passion for fostering unforgettable journeys has made her a respected figure in the industry, known for her commitment to excellence and innovation. We caught up with Jody ahead of the 2024 Women in Travel Awards on 4 December.
What made you return to AAT Kings?
I like to say to people that returning to AAT Kings felt like coming home. I have a deep connection and respect for the company’s heritage and its commitment to delivering authentic, memorable experiences across Australia and New Zealand. The opportunity to lead and shape the operations and experiences team on such a large scale during a period of change and growth was incredibly compelling and exciting. I was drawn back by the chance to work with a talented and dedicated team, and I felt my leadership could make a difference and help lead a vision that celebrates our unique experiences while ensuring we continue to innovate and adapt to what our guests are looking for today. It’s rewarding to be back at AAT Kings and be part of an organisation that values its people, legacy, and its future.
Did you always want to work in travel?
Deep down I believe I was always drawn to travel. I remember being in primary school and travelling out to Uluru on a 2-week coach tour and being amazing at the landscape, culture, and the connections we made on our coach tour. My love for travel from that point on continued to grow. It was the idea of exploring new places, connecting with people from different backgrounds, and experiencing the world through fresh perspectives that initially captivated me, but my passion has only deepened as I’ve seen firsthand the impact meaningful travel experiences can have on people’s lives. It’s incredibly rewarding to be part of an industry that brings joy, growth, and connection, and I feel grateful every day to contribute to creating those experiences for others.
In what way has gender impacted your career?
Gender has been both a challenge and a source of strength throughout my career in travel. Early on, I found myself navigating an industry where leadership was largely male-dominated, and this sometimes required me to work harder for recognition and respect. However, those experiences also fostered a resilience that has been pivotal to my journey. As my career developed, I discovered that my unique perspective brought real value, especially in areas like team dynamics and guest experiences, where empathy and clear communication are essential. Leading with a balance of strength and empathy has not only helped my teams thrive but has inspired them to think creatively and strive for excellence. Today, I feel a deep responsibility to mentor and support other women in our industry. I want to help pave an easier path and create an environment where every woman feels valued and empowered to contribute fully. Gender has certainly influenced my journey, but I believe it has ultimately helped me become a more effective and empathetic leader.
How have you generally made big decisions in your career?
Throughout my career, I’ve approached big decisions by combining careful analysis with intuition and experience that I have gained having been in the travel industry for over 25 years. I first gather as much data as possible, analysing trends, team input, and potential outcomes. However, I also trust my instincts, particularly when it comes to understanding what will resonate with our guests and what aligns best with our team’s strengths. Each decision is framed by a long-term vision—both for the business and my own career growth—and I try to assess choices based on their potential to inspire innovation, strengthen our culture, and deliver memorable experiences. Reflecting on my path, I see that a mix of calculated risk-taking and learning from each decision, big or small, has shaped my approach to leadership and helped me drive lasting, positive change.
Where is experiential travel heading, what are some of the big trends?
Experiential travel in Australia is moving toward deeper, more meaningful interactions that connect travellers with local culture, nature, and community. Sustainability is a major trend, as guests increasingly seek out eco-conscious experiences that respect and preserve our natural wonders. Indigenous-led tourism is also growing, with a rising demand for immersive experiences that allow travellers to connect with Australia’s rich Aboriginal and Torres Strait Islander cultures. Adventure travel and wellness retreats are likewise expanding, as people seek rejuvenation and personal growth through exploration. Travellers are drawn to unique, off-the-beaten-path locations that offer authentic encounters and a sense of discovery. Overall, experiential travel is trending toward personalised, purpose-driven journeys that leave a positive impact on both guests and the communities they visit.
What is one area where the travel industry could improve on gender equality?
One key area where the travel industry could improve on gender equality is in fostering more diverse representation at executive levels. While we’ve seen some great progress and I am very fortunate to work for a company where there is a strong representation of women in leadership, there’s still a need for stronger pipelines that support women into senior leadership roles and board positions. This requires intentional mentorship programs, transparent career pathways, and a culture that actively champions women’s advancement. By focusing on these, the industry can build a leadership landscape that truly reflects the diversity of its workforce, which ultimately benefits both employees and guests.
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.
Buy your tickets HERE.
