CEO, Not in the Guidebooks
Carol Savage is the founder and CEO of Not in the Guidebooks, a purpose-led travel company helping people discover immersive, authentic experiences that go beyond the typical tourist trail. Inspired by her own desire to take her three sons on more meaningful holidays, Carol created a platform that connects travellers with local people and cultures in a sustainable way. Since launching in 2019, the company has partnered with over 11,000 travel agents and all major UK agency groups, helping shape a more responsible future for travel.
With over 25 years’ experience in senior roles at brands like Disney, Wine Rack, and TUI, Carol has also founded four businesses—one of which received investment on Dragon’s Den. She’s been recognised for her leadership with finalist and shortlist nominations from TTG and AWTE, particularly for entrepreneurship and sustainability. Carol lives in the UK with her husband and three grown-up boys, and still loves planning their next great adventure.
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“I’m proud to be part of the International Women in Travel and Tourism Forum because I believe in building a travel industry that truly reflects the world we live in—diverse, inclusive, and driven by purpose. Supporting women and underrepresented voices isn’t just the right thing to do, it’s how we create more meaningful connections, richer experiences, and stronger communities. That’s what travel should be about.”