Meet Jo Sully: CTM’s CEO for Australia & New Zealand
With a leadership style grounded in empathy, strategy and action, Jo steps into the role with a clear ambition: to deliver long-term value for customers through meaningful partnerships, service excellence and innovative thinking.
Jo brings to the table a wealth of experience in the travel sector. As she takes the helm at CTM ANZ, we caught up with her to discuss her vision, what excites her most about the road ahead, and why listening to both customers and employees will always be at the heart of her leadership.
A customer-first approach to leadershipJo’s passion for people is immediately evident. When asked what she’s most looking forward to in her new role, her focus is clear: “I believe people are at the heart of everything we do, so I’m excited about fostering a workplace where our team feels valued, empowered and engaged. I also look forward to building strong partnerships with clients and suppliers—relationships that are built on trust, collaboration and shared success.”
That customer-centric mindset is central to her leadership philosophy. “Every decision I make is grounded in creating long-term value for our customers,” Jo says. “Our business is evolving to stay not just in step with customer needs, but one step ahead whether through innovation, agility, or the way we partner with them to navigate change.”
Leading with purpose and valuesCTM’s values: connect, evolve, deliver, resonate deeply with Jo, who sees them as both a foundation and a forward-looking promise. “These values were created by our people, which gives them real meaning,” she explains. “Connect is about building strong, trusted relationships. Evolve speaks to continuous improvement and innovation. And deliver is about accountability, turning plans into results.”
For Jo, these values also reflect CTM’s ambition to remain a forward-thinking, people-focused business. “I’m excited to lead a team that is driven by purpose and committed to delivering positive impact over the long term.”
Navigating disruption with empathy and strategyJo’s career has spanned many pivotal moments, but she cites the global pandemic as one of the most defining. “Leading a region through that period required decisiveness, creativity and empathy. We managed immediate challenges while keeping a clear focus on recovery. Despite the uncertainty, we maintained the highest employee engagement scores across the company and were the first region to return to profitability.”
It’s that balance of strategic thinking and human leadership that has shaped her style and continues to guide her today.
Building enduring customer partnershipsIn today’s travel landscape, Jo believes long-term client relationships hinge on more than just great service. “It’s about consistent, honest communication and truly listening, not just to what clients say, but to what they need to achieve their business goals,” she says. “That’s where we can offer real value. By being a trusted advisor who brings insights, anticipates challenges and offers practical solutions, we help clients move forward with confidence.”
She also stresses the importance of co-creation. “Engaging customers early in the development process ensures we’re delivering solutions that are both relevant and measurable. Our transformation must always reflect what matters most to them.”
Looking ahead, Jo sees personalisation and seamless digital integration as key to the next wave of customer experience. “With AI and machine learning, we can deliver travel programs that are more intuitive and tailored to individual needs. It’s about making travel feel less like a process and more like a service that understands you.”
Integration across platforms from booking to expenses to duty of care will also define the next generation of travel programs, as will a stronger focus on traveller wellbeing and sustainability. “Businesses are looking for partners that can support ESG goals through tracking emissions, providing more sustainable travel options and reporting on progress. Travellers themselves are also seeking more transparency and accountability.”
While technology will continue to elevate efficiency, Jo firmly believes that the human touch remains essential. “When plans go wrong, it’s the people behind the service that make the real difference.”
Jo’s leadership philosophy centres on cultivating trust and belonging. “I want everyone in the team to feel a sense of purpose, to know that their voice matters, and that they’re supported to do their best work,” she says.
Communication, recognition and growth are her three pillars for maintaining a high-performing culture. “People thrive when they’re clear on the vision, empowered with the right tools and supported to grow. And celebrating wins, big and small, helps keep morale high and reinforces a sense of achievement.”
Driving change through diversity and inclusionJo has been a long-standing advocate for embedding diversity, equity and inclusion into business culture. “Diversity isn’t just a fairness issue; it’s a performance driver. When teams reflect a mix of backgrounds and perspectives, they produce better outcomes,” she explains.
In a global, people-centric industry like travel, DE&I is especially vital. “We serve customers and travellers from all walks of life. Our teams need to understand and reflect that diversity if we’re going to truly connect and deliver meaningful experiences.”
Mentorship and mindsetHaving mentored many individuals throughout her career, Jo’s advice to emerging leaders is simple but powerful: “Be authentic, stay measured, and always listen. Create a safe space for your team to innovate and bring their full selves to work.”
She also reflects on one piece of advice that shaped her own leadership journey. “Early on, someone told me to make sure I had a seat at the table, to speak up and have influence when decisions are made. That stuck with me.”
Where passion meets purposeWhen it comes to what excites Jo most about the business travel sector today, it’s the transformative potential of AI. “There’s so much opportunity to create better, faster, more personalised services,” she says. “But just as importantly, it enables our people to focus on what they do best, supporting customers with expert advice, empathy and care, especially when things don’t go to plan.”
Outside of work, Jo is drawn to experiences that offer wanderlust and inspiration. “The Northern Lights are top of my travel bucket list. They’re rare, beautiful, and the sense of wonder they inspire is something I’ve always wanted to experience.”
And when asked about the most inspiring destination she’s visited for work? “India,” she says without hesitation. “The people there are so passionate about the role they play in a company’s success. I always leave feeling that anything and everything is possible.”
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