Paula Twidale, senior vice president of AAA Travel, never intended to join the travel industry. But, while studying social sciences in the hope of getting into the world of counseling, she got a job working at Boston Logan International Airport, before moving into the tour industry — and ultimately fell in love with the travel business.
For the better part of her career, she has dedicated herself to making change, advocating for the underdogs and promoting the growth of the industry. Notably, she served as the first woman chair of the United States Tour Operators Association, and has been nominated multiple times by Travel Agent Magazine as one of the most powerful women in travel.
Now, following more than 40 years serving the industry, Twidale has decided to retire after leaving her mark on travel (she will be succeeded by Stacey Barber, currently executive director). Here, she shares some of the top takeaways from her storied career.
What are some of the most important lessons you've learned over your career in the travel industry?
To be patient and to value the relationships that you make because they're everlasting in this industry. To really stand by your personal brand, because regardless of where you work and what you do, ethics matter in those relationships. I think that's a critical component to success: Be who you are and be true to yourself. It was important to me as I built my personal brand.
I think that's a critical component to success: Be who you are and be true to yourself.
Tell us about your path — how did you wind up in the travel industry?
I never aspired to be in the travel industry. My background originally was in the social science field: sociology, psychology and counseling. I fell into the industry. While I was taking some graduate courses in counseling, I needed a day job, so I had an opportunity [to work] with an airline and it just kind of [unfolded] from there. I got into the airline industry, and I loved it; it was so fast paced, and being young, it was great. I could use the concepts that I learned in the social science field and apply those to customers, and use what I learned in secondary education to do the right thing in business. Then I ended up staying. I worked in the airline industry for a better part of 14 years, moved over to the tour operator industry for another 27 and then to AAA on the leisure travel side for these last six years.
How do you feel like your professional experience has shaped who you are today?
I've always been a hard worker. Even as a child … I’d want to do things way before my time. I started working at a very young age, as soon as I possibly could. I was just 15 years old when I started working, but it shapes who you are, because I grew up at a time where it was very difficult for women to be leaders. It's a different era [now] and it’s still difficult today. It's clearly not as difficult it was back when I started — we talk about pay equity, about diversity, equity and inclusion. We've come a long way in the four decades that I've been doing this.
Over time, I lost opportunities and positions because I was a female … but I didn't give up. I think [the main lesson] is that you need to stay the course. You can't let other people define you. That's what I feel adamant about. I do not let other people in my life define who I am. I have to be true to myself.
What advice would you give to a travel advisor who is starting in the travel industry now?
Well, for travel advisors, knowledge is power. The expression we've used in the industry, is, “we know because we go.” It's really important for travel advisors to know the destinations and to be able to experience destinations, because they develop a passion and an excitement about them. You're more apt to sell what you know and what you've experienced, [because] you can sell it with excitement.
I would tell travel advisors to take the time to build a relationship and understand the needs of the person who's traveling, so you can provide them with the absolute best experience possible.
One of the things that I believe in is being curious. Be curious and be like a sponge.
One of the things that I believe in is being curious. Be curious and be like a sponge. Try to learn from other people, because that's going to help guide you to be ready for a role.
How have you seen this industry and profession change over the last 40 years?
It's changed enormously. It's certainly changed technologically, and technology is really the key. Things were done on paper, and then computer systems came into play and it was more automated. But people relied on travel advisors. We held the keys to the kingdom and were the only ones that had the information.
Now, fast forward 40 years later, and everyone has access with the growth of the internet, with AI and ChatGPT — there's so much information out there. [Providing] digital content is critical because it showcases destinations, products, and companies that provide services. You want to know how they're rated, how they perform and what other people think. We want to give you as much information as possible, so you can make an informed decision [for your clients]. AAA is a very trusted brand; we pride ourselves on that.
Do you have any predictions on where the industry might be going?
I would say it’s going to continue to grow exponentially. Our numbers are higher every year. AAA does its forecast four times a year, and we broke records on Independence Day: More than 71 million people traveled over the week.
I think the future in travel is bright. People still want to go out and experience. The world has gotten closer to your door. You have the time. You have the conveniences. You can pre-plan because of the technologies there. You have so many tools at your disposal to make that trip a good one. So why not? And a lot of people are saying, “I'm going today. I'm not putting this off. I'm doing it today.”
Extend a hand and visit another country, learn how other people live and be kind to one another.
Any final thoughts to leave us with?
I want to encourage the industry to keep growing. I want to encourage all people to participate. I always say this: “open minds, open doors.” If it’s DEI [diversity, equity, inclusion], be open to a culture; we are all human beings in the world. Extend a hand and visit another country, learn how other people live and be kind to one another.
I would encourage women in travel and women everywhere to keep moving and keep moving up. Don’t be afraid. We learn from one another, so keep learning.
