Aspire Travel boss wins Inspirational Women in Business award

Kelly Baldwin, founder of Aspire Travel, has paid tribute to her colleagues as she celebrated winning an ‘Inspirational Women in Business Award’.

 

The boss of the two-branch agency – part of Not Just Travel – became a travel agent less than five years ago after a career in recruitment.

 

Now she has two branches and a team of 10: The Travel Hub on Cottenham High Street in Cambridgeshire, which opened in 2024, and one in Thrapston, Northamptonshire, which opened in July 2025.

 

She said she won the award in the Travel Expert category after awards organisers approached her.

 

“The panel, who have over 30 years’ experience in marketing and awards, reviewed our website, socials and the positive reviews from our clients,” she said.

 

“Only one business in each category can win. After the initial call, we received follow-up emails, requesting further information but we didn’t have to submit a formal entry.”

 

When she found out about the award, she said it was a “moment to pause and reflect”.

 

“Winning the Inspirational Women in Business Award is affirming – not just for the title, but for everything it represents; the vision, the values and the hard work of the entire Aspire Travel team; its acknowledgement of doing business differently, ethically and with heart.”

 

She highlighted the ‘Aspire Travel Difference’, saying: “It’s a combination of authentic, service-led work, being present in the industry, engaging with tour operators, suppliers, networking, educationals, hiring locally, supporting local community initiatives and continually training our team.

 

“All of that dedication, passion and consistency really sets us apart.”

 

More: Three Not Just Travel agencies open retail units within one month [Nov 2024]

 

She said current sales are strong – currently 33% up year on year – and said both stores became profitable very quickly.

 

“Store one covered its annual cost in day one, and store two in just three months,” she said.

 

“Expansion is definitely on the horizon and we’re carefully considering our options to scale sustainably.”

 

She said she studied travel and tourism at college but moved into insurance and then recruitment.

 

“Covid seemed like the ideal time to pause and reflect, reconsider and go after my dreams to explore travel,” she said, admitting family and friends were “sceptical” about her move into travel without any experience.

 

“The travel industry is tough, with long hours, and high expectations, but that’s what makes building something meaningful so rewarding.”

 

She said the award can help her to promote her business as it “reinforces the trust clients and business parters already place in us”.

 

“It also opens doors with suppliers, partners, and the wider industry, validating the approach we’ve taken from day one,” she said.

 

“Collectively, the support has been overwhelmingly positive, celebrating our dedication, authenticity, and the personal care we put into every booking.”