Travel Women We Love: VoX’s Sue Webb
by Marsha Mowers
Few names carry as much weight in Canada’s travel marketing scene as VoX International President’s Sue Webb. Having competed against her on RFPs, I can attest — when she’s in the mix, you know you’re up against the best.
When Webb reflects on her nearly five-decade journey in Canada’s travel industry, she smiles at the serendipity of it all. “I was supposed to be a teacher or a lawyer,” she laughs. “But then I spent a summer in Europe and realized there had to be a better way to make a living and still see the world.”
That revelation led Webb to enroll in one of Canada’s first tourism programs at Sheridan College. Her industry placement was with Lawson McKay Travel, owned by Ken Lawson — the son of P. Lawson, whose family name was synonymous with Canadian travel in the 1960s. What started as a student placement stamping brochures quickly turned into a full-time job.
“I learned everything from writing tickets to managing corporate accounts and managing affinity charter flights to Denmark” she recalls. “It was the perfect introduction to the business, but I knew I didn’t want to be a travel agent forever.”
Opportunity soon came calling in the form of Skylark Holidays. Webb joined the company as a sales representative and, by age 23, had been promoted to Sales Manager under mentor Julian Prins. “Julian was a true marketer,” Webb says. “He taught me how to think strategically about travel product, partnerships, and branding.”
Those were the golden days of Wardair and fun-filled tour operator promotions. “We worked hard, but it was a young, energetic industry,” Webb says. “Many of the friendships from Skylark have lasted to this day.”
After Skylark was acquired and shuttered, Webb was part of the founding team that launched Esprit Vacations and Fun Ship Holidays, introducing Carnival Cruise Lines to the Canadian market. “Carnival had only two ships back then,” she recalls. “We branded it as fun, accessible, and non-intimidating—a first-time cruiser’s dream. Our cruise nights across Canada were legendary.”
Webb’s career took a new direction when she joined American Express Travel, where she oversaw four divisions: Vacations, Special Interest, Sports, and Groups & Incentives. “It was a valuable experience,” she says. “I learned about structure, scale, and the incentive market—but it was too corporate for my entrepreneurial spirit.”
That entrepreneurial drive led Webb to Adventure Tours, working with industry icons Paul Jervis and Colin Hunter. “They were true innovators,” she says. The company expanded nationally, eventually becoming International Travel Holdings, before being acquired by the UK’s First Choice Holidays and rebranded as Signature Vacations.
When changes came, Webb once again found herself helping to launch something new—Canada 3000 Holidays, one of Canada’s most beloved tour operators until its tragic end following 9/11.
Undeterred, Webb and a few of the C3 management, joined Hunter once again on a project to help create Sunwing Vacations. “We had eight weeks to get it off the ground — branding, brochures, product, staffing, everything. It was an incredible experience,” she says.
After decades of building and rebuilding in tour operations, Webb took the ultimate leap: entrepreneurship. In 2002, she launched VoX International, originally called SLAM (for Susan, Lawrence, and Mike), before adopting its lasting name—VoX, short for Voice of Experience.
“We literally started on a dining room table with no money,” Webb recalls. “But Occidental Hotels believed in us, and that helped us get started.”
From those humble beginnings, VoX has grown into one of Canada’s leading travel marketing, public relations and representation firms. The company has represented high-profile clients including Texas Tourism, Visit Florida, Germany, Tourism Australia, Hawaii, Costa Rica, Massachusetts, Las Vegas Convention and Visitors Authority, Kenya Tourist Board, the CTO, multiple Caribbean destinations and hotel groups including Occidental Hotels and Haven Resort.
“I think our success comes from truly understanding all sides of the industry—tour operators, airlines, hotels, destinations, travel agents, content creators, travel writers, the media, event planning and the MICE sector,” says Webb. “That’s what gives us our edge.”
A trailblazer in a once male-dominated industry, Webb credits mentors like Paul Jervis for helping open doors. “I’ll never forget telling him, ‘You have to take women out of the bedroom and into the boardroom.’ He never forgot that,” she says.
She also recalls with pride the day a UK-based HR executive told her she was being given a raise to match her male counterparts. “It showed that the conversation about equity was starting to change,” Webb says.
Webb has continued to pay it forward, serving as President of Skal Toronto, Skal Canada, and Discover America Canada, as well as sitting on several tourism college advisory boards. In recognition of her contributions, she was inducted into the Sheridan College Business Hall of Fame.
“I believe in giving back,” she says. “Our industry is built on relationships — and those only thrive when we support one another.”
While automation and AI are reshaping the travel trade, Webb remains optimistic. “If we use it right, AI can help us be more efficient and give travel advisors more time to build relationships,” she says. “But nothing replaces personal connection. You still need to pick up the phone, meet face-to-face, and collaborate.”
VoX now operates with a diverse, multigenerational team from coast to coast in Canada, something Webb considers a strength. “We have interns who’ve grown into full-time staff, bringing fresh ideas about social media, podcasts, and new communication tools,” she says. “That keeps us evolving. And we have the best team in the industry – respected, professional, creative and fun! Our company motto is “Simply the Best”.
One of Webb’s fondest memories is organizing the “Calendar Girls of Travel”, a cheeky industry fundraiser that raised over $50,000 for breast cancer research. “It brought everyone together for a great cause—and we had a lot of laughs,” she says. “We always talked about doing the Boys of Travel next, but they chickened out!”
Now, more than 23 years after starting VoX, Webb remains as passionate about the industry as ever.
“I’ve loved every minute,” she says. “This business has given me lifelong friends, global experiences, and the chance to help others find their voice in travel.”
