As we make our way around REG’s Leadership Roundtable, we’re eager to share unique insights from Luke Thomas, Co-President of The Travel Team. From geopolitical uncertainty to artificial intelligence (AI), Luke sheds light on the impact of these global forces and how TTT continues to lead and thrive amid industry disturbances.
Like so many of REG’s subsidiary businesses, The Travel Team doesn’t manufacture a product. TTT delivers exceptional travel experiences and business intelligence through a global network of partners. While the unpredictable nature of global events influences travel decisions and creates short-term challenges, Luke explained that TTT mitigates those hurdles by taking a strategic view and building a sustainable business.
“We are a resilient industry,” said Luke. “People still want to connect in person, whether for business, family, team building, networking or learning.”
Luke has most certainly navigated his share of industry challenges since joining TTT in 2013, most notably the global pandemic. But his broad experience across sectors like healthcare, energy, and technology has shaped his leadership style and sharpened his strategic thinking. A Penn State graduate with a background in accounting and economics, Luke was also a founding partner of FLO Corporation, where he led operations and strategy for its Registered Traveler Program (a pre-cursor to the TSA Pre-Check program).
Early in his career, Luke was a self-described “road warrior,” traveling extensively across North America. He immersed himself in local cultures—tuning into radio stations, reading newspapers, and visiting landmarks—to better understand and connect with customers.
“That curiosity helped me adapt and build trust,” Luke recalled. “Rich’s, REG, and TTT all share that same commitment to understanding the customer.”
Today, that ethos is woven into TTT’s approach. “We listen, align with our customers’ needs, and deliver tailored travel experiences that exceed expectations,” Luke said.
As Co-President of TTT with Beth O’Donnell, Luke focuses on many of the commercial aspects of the business: sales, marketing, corporate account relationships and strategy, industry relationships, and strategic planning.
Looking ahead, Luke expects AI will continue to have a significant influence on travel, as it has in all industries.
“The impact is across the board from how consumers are inspired to travel, how they research potential destinations and how we service these needs,” said Luke. He went on to explain that TTT’s unique position as a subsidiary of Rich’s enabled the company to explore AI before many other travel players, and an early investment in a start-up five years ago is now growing at a fantastic rate.
“We have a deep technology stack,” Luke continued, “and most of our partners are implementing AI related tools to streamline workflows and remove manual, repetitive tasks to drive greater efficiencies.”
Rich’s associates benefit too, with access to an AI-powered travel portal offering personalized vacation planning and exclusive perks through TTT’s global networks.
Here are some other highlights from our conversation with Luke:
What is a typical day like for you?
It starts with reading—business news, industry updates, and global events. Then it’s a mix of meetings with internal teams, REG colleagues, partners, and industry groups. Big presentations or RFPs often involve collaborative planning sessions.
What has been the most significant challenge in your career?
Definitely the pandemic. Beth and I stepped into our roles in January 2020, and within weeks, 90% of our business paused. Thanks to support from Rich’s and REG, our mandate was to make sure our customers were safe, and we acted as their advocate in obtaining refunds and exchanges for future travel.
What are some of the most important/impactful lessons you have learned during your time at The Travel Team?
Living Rich’s values. They’re not just words—they guide real decisions. As a service company, those values are one of our strongest assets. We do the Right Thing!
Who would you say has had the greatest influence on you as a leader and why?
I have been fortunate to have numerous business mentors in my life that have all made a significant impact, but by far the greatest influence was my mom. She was a nursing director at a hospital I worked with early on. Her leadership and the respect she earned left a lasting impression.
What is your “Why”? What gets you up in the morning?
On the personal side, it is family. On the professional side, I love the challenge of business and navigating the many influences and obstacles that are presented each day while working with an amazing team to find solutions.
What advice would you give someone going into a leadership position for the first time?
One of my mentors taught me: if you are bringing up a challenge, also bring options and a recommended solution. It encourages strategic thinking and a broader perspective. As a leader, you may have access to different viewpoints, so explaining the “why” behind your recommendation is key. It is advice I have carried with me and often share with others.
In one sentence, what do you think is the most important thing about being a leader?
Listen to customers, your colleagues, and the market to make decisions.
What are some of your favorite destinations, and what places are left on your travel bucket list?
My family loves unique, off the beaten path trips. Some of our favorite places have been Krakow, Poland, St. Kitts in the Caribbean, and Montana. On my bucket list: Australia, New Zealand, and a golf trip to Scotland with my son.
To conclude our conversation, we presented Luke with these “first reaction” questions and asked him to respond in three words or less:
- Describe The Travel Team in one word? SERVICE
- Describe TTT customers in one word? Appreciated
- What’s one attribute you look for when hiring an associate? Passionate about the customer
- What is the one word you want your customers to say about The Travel Team? Caring. We care and Do the Right Thing.
- In three words or less, describe what it takes to be successful? Listen, learn, act
- What is the one word that you believe has the most power in the English Language? Kindness