Barb Mock, President, Travel With Barb, is a 2025 Woman of Influence, an initiative by Groups Today that celebrates the dynamic women shaping the group travel industry. Whether they're mentors, visionaries or brilliant leaders, their contributions deserve to be honored.
Barb Mock holds CSTP certification, leads a CSTO-certified company, and is a two-time recipient of the Torch Award for Ethics. An active member of SYTA and a Trustee on the SYTA Youth Foundation Board, Mock is passionate about leadership, fostering teamwork, mentoring others, and creating meaningful opportunities through travel.
Her industry honors include being named one of the Top 10 Influential Women in Student Travel (2016), receiving the Groups Today Tenacity in Travel Award (2020), the Youth First Award (2024), and the Patriotic Employer Award from the Department of Defense. Most recently, she was named a 2025 Enterprising Woman of the Year.
Groups Today: What does it mean to you to be a woman leader in the group travel industry?
Barb Mock: To me, being a woman leader in the group travel industry means showing up with purpose, compassion, and confidence in a space where relationships and details matter. It's about leading with both head and heart to balance both strategy with empathy. I am proud to represent women in a field that shapes lives through experience, and I take seriously the responsibility of mentoring others, building and fostering relationships, and creating a culture where people feel seen, supported, and empowered to grow.
GT: How would you describe your approach to leadership?
BM: My leadership approach is grounded in relationships. I believe trust, respect, and genuine connection create the foundation for strong teams. I lead by investing in people by listening deeply, offering encouragement, and creating an environment where others feel supported and empowered. At the same time, I provide the structure and clarity needed for individuals and teams to thrive.
Leadership, to me, is not about having all the answers; it's about guiding others with purpose, modeling consistency, and helping people do meaningful work together.
GT: How do you use your influence to better the group travel industry?
BM: I hope my influence contributes to elevating our industry not through one voice alone, but through the mutual sharing of best practices, open collaboration, and a shared commitment to ethical, student-centered travel. By learning from and supporting one another, we strengthen the foundation of what we do. My goal is to be part of the ongoing work that moves our industry forward and leaves a lasting, positive impact for future generations.
GT: What are some of your favorite accomplishments so far?
BM: Some of my most meaningful accomplishments begin with the team I have had the privilege to build. Team TWB is truly second to none—their dedication, compassion, and commitment to serving others inspire me every day. Together, we have helped thousands of students experience transformative travel that builds confidence and broadens horizons.
While I'm honored to have received recognition for leadership and ethics, what matters most to me is the impact travel has on changing lives and the lasting relationships built along the way.
GT: What impact do you hope your work will continue to have on clients and peers?
BM: I hope my work continues to inspire confidence and possibility for both clients and peers. For clients, I want to make group travel feel accessible, manageable, and deeply meaningful and help educators and students create experiences that transform perspectives and build lifelong skills. For my peers, I aim to model leadership grounded in integrity and collaboration, encouraging a culture of support, innovation, and continuous growth. Ultimately, I want to leave a legacy of empowerment that fuels success and connection across the industry.
GT: What core values from your education career continue to guide your work today?
BM: The core values of patience, empathy, and dedication that shaped my education career continue to guide me every day. Teaching taught me the importance of meeting people where they are, listening deeply, and supporting growth in meaningful ways. My goal is to bring that same commitment to my work in group travel by prioritizing clear communication, thoughtful planning, and fostering positive experiences that empower both educators and students to thrive.
GT: What's your advice to women aiming to lead—and influence—in the niche of educational group travel?
BM: My advice is to stay open to learning. Be willing to ask for help, take classes, seek mentorship, and connect with other trusted business leaders. Listen to your team and empower them to share their ideas. As a leader, your job isn't to have all the answers but to lead the process of discovering them together. Growth comes from being curious, collaborative, and humble enough to learn from every situation.
GT: What are your goals for the future?
BM: Looking ahead, my goal is to continue building strong, trusted relationships—with educators, industry peers, and partners that make meaningful travel possible for more students. I want to expand access to life-changing experiences, especially for those who might not otherwise have the opportunity to travel.
I also want to keep supporting others in the industry however I can. That may be through mentoring, collaboration, or simply showing up and doing my best. At the core, it's about creating connections that elevate one another.
The 2025 Trailblazers of Group Travel: Women of Influence Special Report originally appeared in the Sept/Oct '25 issue of Groups Today.
Edited by Sarah Suydam, Managing Editor for Groups Today.
Director of Operations - North America, EF Explore America | President, SYTA
Travel has always been part of JJ Bell's life. As grandson of well-known industry leader Moostash Joe, he's never second guessed the value of a good trip, whether it was helping plan the family's trip to Disney in 1999 or their adventures to places like the Black Hills, Colorado and Minnesota.
He cites his first trip to Europe as a pivotal moment.
"I remember flying into Paris, riding the subway into the city, and coming out right next to the Paris Opera House ... it was everything you think Paris is, and a feeling I'll never forget," said JJ, who went on to work as a tour guide and director during his time at Midland University. "I fell in love with giving people the same feeling I got in Paris."
Alternatively, Cindy Steffensmeier (JJ's aunt), got her entrepreneurial start in the restaurant business with her husband before shifting to a career in finance, and later, to tour and travel management. Cindy has always enjoyed dreaming up experiences and developing great relationships with her customers.
"One day my dad—who's had a travel agency for 50 years—calls me and says, 'I want you to come work for me. I'll give you a week to decide.' So, naturally, I went," Cindy recalled. "And six years later, JJ joined in, too."
Soon, the aunt and nephew pair were inspired to start their own travel business.
Together, with a dream and $100, JJ and Cindy put their prior experience, skills and passion for travel together to found Nebraska-based Excite Experiences from the ground up in 2012. They've since built a number of itineraries that feel like the perfect blend of a tour and a vacation, despite a slow start and roadblocks from the COVID-19 pandemic—a time which actually allowed Cindy and JJ to retool some processes and demonstrate their commitment to their clients. They've since said "good-bye" to the days of van-sized tour groups and "hello" to consistent bus-sized groups.
From Mackinac Island to Santorini to their blockbuster "All the Small States" tour of New England, Excite now has close to 100 public and private tours a year, with their sights set on continuing to scale and grow their offerings.
The genuine care and focus on the little things by JJ, Cindy and their team is truly what elevates Excite's travel experience for their groups. From the cookies (homemade by JJ's mom) which guests are given upon arrival to purposefully simple deposit policies, these are the details Cindy and JJ are proud to intentionally focus on.
"Our dream is making other people's travel dreams come true—and it's very cool to be putting that out into the universe," JJ said. "People are out there who want to travel ... or perhaps they want to start a tour company ... or just be in the travel industry in general! Either way, it can be magical. They should jump in."
FUN FACTS:
A quiet force, Cindy might not be the loudest voice in the room, but when push comes to shove, she'll say her piece—and probably make you laugh while doing so.
JJ enjoys cooking and approaches the hobby much like building a tour—putting all the different pieces together bit by bit to make something incredible.
Written by Sarah Suydam, Managing Editor for Groups Today.
This article originally appeared in the Jul/Aug '25 issue of Groups Today.
Photos courtesy of Excite Experiences.
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With 26 years of industry experience, Kris Hoff is no stranger to the world of travel. Her journey began with a leap of faith after working as a paralegal, knowing in her heart a change was needed. After the persistent urging of a close friend, Hoff mustered the courage to try something new.
"She encouraged me to consider a position with a local tour operator, assuring me that my skill set would be an ideal match," Hoff recalled. "Reluctantly, I accepted the role, still unsure of where the path would lead."
But something quickly clicked; the work energizing Hoff in a way being a paralegal never had. She quickly realized this was her true calling—to be the orchestrator behind the scenes, seamlessly bringing travel experiences to life.
"It was as if a missing puzzle piece had finally fallen into place," Hoff said. "After years of feeling unfulfilled, I'd at last discovered my passion and purpose. It proved to be one of the best decisions I ever made."
Now, as President of Distinctively Detroit Tours & Happy Times Tours, Hoff loves creating memorable tour experiences for groups, offering a unique experience people couldn't get otherwise.
Founded in 2023 by Hoff and Tami Manton, Distinctively Detroit is a true steward of Detroit culture, emphasizing authentic experiences that benefit local communities through actions like hiring local celebrity guides (including Detroit hip hop pioneer Ron Watts aka Phat Kat), educating businesses on handling group tours, promoting meaningful interactions that respect and preserve local traditions and sensitive sites, and more. Hoff is particularly proud of the company's behind-the-scenes tours.
"From going behind-the-scenes of the music industry in Detroit to offering the first and only Hip-Hop History Tour of Detroit, we've accomplished some big things ... and, there's more coming," she shared. "We know groups also really enjoy the vintage car rides we've lined up at the Packard Proving Grounds, as well."
Hoff and Distinctively Detroit were honored by Groups Today earlier this year at the 2025 ABA Marketplace in Philadelphia with the TODAY! Award, given annually to an ABA member for making a profound impact on the group travel industry through relevancy, impact, growth, advocacy and innovation.
"I feel totally honored," Hoff said. "It means that people really appreciate what we've done and really think a lot of us. I was honestly shocked!"
Over the years, Hoff has learned to never be afraid to ask.
"I frequently drive around looking for new things. If I find something, I'll stop, learn about it, and see about doing tours," Hoff said. "This is exactly how I've been able to add new attractions and experiences to many of our tours. I'm not afraid to do something different."
She encourages industry newcomers to embrace their uniqueness and take creative risks, as failure is part of the path to achievement.
"I believe to make a tangible impact you need to leverage unique qualities in order to shape perceptions and drive meaningful change, but it must be done while maintaining authenticity, integrity, and a strong work ethic for success."
Fun Fact: Hoff plays the violin! "Not many people think that I'd be a musician, but I am."
Written by Sarah Suydam, Managing Editor for Groups Today.
This article originally appeared in the May/Jun '25 issue of Groups Today.
Photo courtesy of Kris Hoff & Distinctively Detroit.
