In conversation with Cadro’s Nataša Williams
As part of Manchester Digital’s Scaleup Sessions, we welcomed Steve Byrne, CEO of Travel Counsellors, to share his journey of leadership and growth. In conversation with Nataša Williams, Co-founder and CEO of Cadro, Steve explored what it means to scale a business with purpose, adapt through crises, and hold firm to values in a fast-changing world.
Together, they offered frank insight into the highs, lows and lessons of scaling a company - from managing investor relationships to embracing AI, all while keeping people at the heart of the business.
Being comfortable being uncomfortable
Steve opened by emphasising that leaders must learn to “be comfortable being uncomfortable”. Growth is rarely smooth, and conviction matters.
He outlined four key attributes for scale:
- A clear sense of purpose - “Ask yourself: would people notice if I didn’t exist?”
- A forward-looking mindset - anticipate future trends and innovate early.
- Adaptability - citing the challenges of Covid-19 as Travel Counsellors’ biggest test.
- Unrelenting focus on the customer - “We exist to care more than anyone else.”
That last point, he stressed, is what drives loyalty and referrals: “Travel Counsellors turn over £1.2 billion a year without spending a penny on advertising.”
Tech as a tool, not the mission
Nataša pointed out how striking it was that Steve hadn’t once mentioned technology when describing his growth journey.
Steve’s response was clear: “Tech is a tool. You have to have a framework. Your values are your framework. Tech is the tool to deliver those values - not something you should use just to make money.”
For Travel Counsellors, that framework means prioritising repeat customers and retaining staff. “Commercially, you want customers to come back. Hiring replacement staff because someone leaves feeling unappreciated doesn’t make sense. Look after who you already have.”
The discussion turned to the rise of AI tools for travel planning - from self-service booking platforms to agentic AI. Could it remove the need for in-person travel agents?
Steve was pragmatic: uncertainty is real, but opportunity outweighs risk. “Agentic AI can deepen the relationship between Travel Counsellors and the customer because it will free up more time. But it’s not AI that will check in on how your son’s exams are going, or leave a bottle of wine in the fridge when you arrive. AI gives us more time to be human.”
For him, trust remains central: “When a customer comes to us, they’re saying: I trust you with my holiday, my money, my love. Who are you going to trust?”
Leadership, values and resilience
Steve described leadership as “imperfect people leading imperfect people.” He sees positive dissatisfaction as part of the job - always striving for better.
- To stay grounded, he returns to three priorities:
- Looking after people,
- Looking after the Travel Counsellors,
- Strengthening the platform.
Even in a crisis, his philosophy is simple: “Stick to your values and ask: can I do it in the most caring way possible? Your job as a leader is to give hope when others can’t see it.”
Quoting Seamus Heaney, he added: “If we can winter this one out, we can summer any time.”
Both speakers shared candid reflections on private equity. Steve warned of the short-term pressures: “Private equity is asking: how do I make 3x my money back in 3–5 years? You need a clear strategy and the adaptability to push back.”
He urged founders to be thoughtful about dilution and to choose investors who bring more than capital. “Investors are temporary - they’re here for just part of the journey. Deliver on your plan, and you can push back.”
Practical advice included:
- Build strong banking relationships.
- Keep leverage under control.
- Hire a great CFO.
Nataša encouraged founders to use investor communities for peer support: “It’s worth asking your fund to connect you with other portfolio companies.”
Putting it all in context
When asked how he copes in difficult moments, Steve reflected on his father’s battle with MS. “That was tough. Business is hard, but it’s not that tough.”
He believes resilience comes from staying true to your values, knowing what makes you okay, and refusing to compromise integrity for quick wins. “You’ll be presented with lots of excuses to chase the money — but ask yourself whether this decision conflicts with staying true.”
Both speakers agreed: good leadership is about authenticity, humility and context. Or, as Nataša summed up: “You have to be into your journey and what you want to do.”
Final reflections
The Scaleup Session highlighted that growth is never just about metrics, technology or capital - it’s about people, purpose and values. For Steve, the ability to keep things simple, stay authentic and focus on care above all else has been the key to leading Travel Counsellors through growth and crisis alike.
As Nataša reminded the audience, “How do you stay true to your cause?” remains the central question for every founder.
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About the speakers
Steve Byrne
Steve has been CEO of Travel Counsellors since 2016, having joined the company as Managing Director in 2004. Under his leadership, the business has grown to support over 2,000 independent travel entrepreneurs worldwide and now turns over more than £1.2bn annually. He led the company through a management buy-out in 2014 and a secondary buy-out in 2018, building a culture anchored in care, customer trust and innovation.
Nataša Williams
Nataša is Co-founder and CEO of Cadro, an investment manager combining technology, personal service and financial expertise. With a career spanning three decades in wealth management and investment banking, she is known for integrity, forward thinking and a commitment to making finance work better for clients.
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About Scaleup Sessions
Manchester Digital’s Scaleup Sessions are a series of intimate, founder-focused events designed to share real-world lessons from leaders who have scaled businesses successfully. Each session provides candid insight into the challenges, decisions and turning points of growth - from raising capital and adapting through crises to building resilient cultures and future-proof strategies.
