Voice for agents

“An incredibly dynamic lady, leading the way in our Industry.” There are many ways in which Rachael Penaluna has contributed to the industry, including consulting, mentoring, journalism and board leadership. As MD of Sure Maritime Travel, Penaluna has experienced almost every aspect of the travel agency environment since qualifying with a National Diploma in Travel and Tourism. She began as a junior consultant before building experience across sales, consulting, operations, marketing, social media, tenders, corporate contracts and technology, which now forms part of her daily job. “I have been very fortunate to have worked with many good people, from all areas of travel and always grabbed the opportunities that were offered to me.” Today, Penaluna combines her agency responsibilities with serving as Chair of the Sure Travel Board and writing extensively about the industry. “Writing for media, speaking to different players in the travel environment and promoting travel professionals is my passion. It’s hard work juggling two careers, but they overlap and have provided me with opportunities and influence that I hope will positively affect the South African travel industry.” She believes her writing is an extremely important tool she uses to promote travel professionals as high-trust consultants rather than clerical order-takers in the modern digital age of travel. “My contact with many different people in the travel environment through my agency work informs my writing. It’s given me a voice I use to stick up for the consultant. I believe I am respected for that!”