From PA to Managing Director – Susan’s Inntravel story

Susan’s story at Inntravel is one to inspire anyone – be it those just starting out in their career or those who aren’t sure what’s in store for them next. It’s a story that, despite some challenging times at Inntravel, has brought everyone together: to celebrate, to have faith, and to be optimistic for the future under Susan’s leadership.

“I never thought I’d be here after three decades. I got my first role at Inntravel having never even been abroad! All those years ago, Richard saw something in me despite never having travelled or being a linguist like the rest of the team. I really feel as though I’ve got there now. And I truly believe in the business.”

The very first steps
Susan joined Inntravel when Richard and Linda were working out of their office in Hovingham, just down the road from our current location. It was through helping Linda with customer letters and frantically trying to find the right holiday in the brochure that Susan had a crash course in our European destinations (despite a few initial confusions between Cerdagne in Linda’s fluent French and the Sudan…).

And with that came the opportunity to travel from the very beginning. Croatia, Mallorca, the Catalan Coast, and Norway – for somebody who had never travelled at the age of 21, this was an eye-opening experience and one “I’m really grateful to Inntravel for: for opening my world, seeing what travel can do for people, and instilling a passion for travel in me that I’ve been able to pass down to my son.”

People and progression
Aside from the chance to travel, one of the main drivers for Susan over the last three decades has been the people. “I’ve had the opportunity to work with an amazing group of people, including great mentors who truly champion progression.”

Events like Discovery Days where hoteliers, customers, and staff all came together homed in on the feeling of being part of a family. There was a real sense of belonging, and while most people came from the surrounding villages when Susan first started, she believes there’s a way to adapt to our new world, keeping these strong local connections but with talent from further afield. It’s also through these links Susan formed friendships for life along the way, deepening her sense of belonging at both Inntravel and the area she grew up in (which is, in fact, just down the road).

Beccy Cooper, who’s worked alongside Susan for 21 years speaks on behalf of everyone when she says, “All staff are extremely happy to have Susan as Managing Director.”

Over the years, it was with Richard’s unwavering support and mentorship that Susan found her way into finance, taking her under his wing to eventually become Finance Director, an incredible milestone in itself. Now, Susan’s aim is to nourish and respect Inntravel’s roots – cherishing Richard and Linda’s vision – while taking the opportunities that come with being part of a bigger collection of businesses.

Connecting yesterday with tomorrow
From Finance Director to General Manager in 2025 to Managing Director in 2026, Susan reflects on her journey and it’s clear it’s with immense pride.

“People haven’t always heard of Inntravel – it’s a sizeable business in Ryedale yet it goes a bit unnoticed. We do such amazing things: creating holidays that provide a real connection with the people and places you visit, experiencing them in a unique way. I want to keep flying the flag for our kind of holiday.”

Ben Boesch, CEO of Dertour, says “I couldn’t think of anybody better suited to lead this organisation. I admire her passion for Inntravel and of course her inside knowledge of its culture. I see a very bright future for Inntravel under Susan’s leadership.”

As for the next chapter in Susan’s career…
“The belief in this business is immense. We are at a point where it’s starting to flourish again, and I want to continue to steer Inntravel on a positive trajectory – be a champion of our people, our partners, and our customers, and breathe new life into Inntravel.”