Susan Black is the Founder & CEO of the aptly named Wowzitude. As her company’s site says, the name blends “Wow” and “Gratitude,” offering awe-inspiring, live travel discoveries from home.
So we at Bleisure Living were both wowed and grateful when she agreed to share her origin story and travel perspectives with us.
We can’t always travel (for business or fun or both) when we want to. Some people are confined to home due to disabilities, family circumstances, or simply work and life obligations. Black gives everyone a way to experience the world!
When did you first become interested in travel?
“The travel bug first really bit me when I graduated early from high school at age 17 and spent the spring semester studying abroad in Oxford, England. Although I had done some traveling growing up with my family, those months in Europe as a teenager were transformational. Armed with my copy of Arthur Frommer’s ‘Europe on $5 a Day’ guidebook. (Yeah, it was a long time ago!)
I managed to visit 14 different European countries in less than six months, all while taking classes. It was a formative experience, showing me at a young age just how achievable and life-changing international travel could be, even on a shoestring budget. I was hooked from then on, and that semester abroad lit a lifelong passion for new destinations and cultures. Now, many years later, I still love traveling just as much, if not more. But I trace my initial wanderlust back to that wide-eyed 17-year-old clutching her guidebook and backpack through the streets of Europe.”
How did you build your reputation as a travel expert?
“It was through extensive experience working with startups as well as major travel brands. Over my over 40-year career, I have helped companies like Fortune 500 corporations and innovative startups improve their business and strengthen financial and operational performance.
A key part of my expertise comes from serving in C-suite and executive positions at industry vacation packagers like CheapCaribbean.com, Travel Impressions, Liberty Travel, CIE Tours, and more. Additionally, I co-chaired TravelCom, a 1,300+ person B2B travel industry conference that connected global travel executives before its eventual sale to the U.S. Travel Association.
I am also a frequent keynote speaker and have presented on marketing, distribution, social media, and other topics to audiences from a few dozen to over 10,000 global travel leaders. I actively engage with major travel brands, facilitating executive retreats and serving as an advisor focused on strategic business guidance. I will be speaking at the upcoming CES show in Vegas on January 11, ‘Your Future Travel and Hospitality Experiences are Awesomely Digital.’
On top of this corporate expertise, I have repeatedly flexed my entrepreneurial skills by founding companies like my advisory firms, Black & Wright and Susan Black Associates, LLC. Most recently in 2021, I launched Wowzitude, a platform for live-streamed virtual walking tours in 100+ global destinations for thousands of viewers.
In August 2022, I partnered with Hearst Magazines’ Cosmopolitan, the world’s largest women’s media brand, to launch CosmoTrips.com, a custom “girls’ getaway” vacation-booking service. I now also serve as a Senior Advisor for the global management consulting firm, Oliver Wyman, in their Travel and Tourism practice.”
What has been the highlight of your business?
“Wowzitude stands out as a highlight of my business career for a few key reasons:
- Innovation: Wowzitude pioneered the concept of live-streamed virtual walking tours, allowing people to explore global destinations through an interactive, guided video experience.
- Successful launch: I founded Wowzitude and oversaw its strategy from concept to launch in 2021. Within its first year, it was providing tours in over 100 cities to thousands of viewers.
- Leveraging expertise: Wowzitude allowed me to leverage decades of travel industry expertise around consumer behavior, digital trends, marketing, and partnerships.
- Demonstrating versatility: Wowzitude showed my versatility in starting a company from scratch and securing rapid traction.
- Fulfilling a passion: Personally, Wowzitude fulfilled my passion for travel and innovation by providing new digital access to places and experiences. It was also inspired by finding a solution to help my 96-year-old Mom and other older adults struggling with isolation during the pandemic.”
Your favorite place to travel — virtually or IRL (or both)?
“My favorite livestream place is Ljubljana, Slovenia. Why? Despite traveling IRL to 64 countries, I had never been to Slovenia, nor had I experienced the beauty of this “hidden gem.” It’s no wonder that I love it so much. Only ten cities made it onto the list of the best European destinations for a city break, which includes Copenhagen, Lisbon, Riga, Florence, Paris, Malaga, Madrid, San Sebastian, and Vienna, based on measuring visits to the European Best Destinations portal. In the last year alone, 7.2 million visitors have viewed the portal. Ljubljana was named Best European City for Short Breaks in 2023 and 2024.
IRL? Wowza, that’s tough! Tel Aviv is among the top five…and I loved hiking, rafting and exploring in Katmandu, Nepal, Cusco, Peru, and Kruger National Park in South Africa.”
If someone has been traveling virtually and then decides to see just ONE place live, how should they make that decision?
“Consider which place made the biggest impression virtually. Maybe there was a destination’s sights or culture that you found most intriguing from the online tours. Seeing what captured your imagination the most virtually is a great way to determine where to go in real life. Research destinations for sensory experiences that can’t be conveyed online. Aspects like smells, tastes, small details, and the feel of a place get lost virtually. Think about destinations that excel in tactile art, cuisine, bustling street life, and opportunities for memorable activities beyond visual sightseeing.
Assess which places your online research leaves unanswered questions about. An in-person trip may reveal more layers and nuances that screens can’t convey – the energy of social interactions or the vibrancy of a setting. Think about what destinations remain a mystery you want to uncover after virtual travel.
Consider ease of navigation for a trip. It’s best to minimize logistical challenges. Look for destinations with friendly locals, excellent tourist resources and infrastructure, English fluency, safety, and walkability if traveling solo.
The most important thing is picking somewhere that virtually stirred your imagination and now leaves you genuinely excited for an in-person visit. Your first live trip after virtual traveling will make the biggest impact by going to a destination you feel truly passionate about discovering. Budget, availability, and other practical concerns are secondary to enthusiasm. The place that tops your must-see list is the right choice to start real-life journeys.”
Anything else?
“Yup. I speak from firsthand experience regarding the power of an in-person trip after virtually traveling to a destination. After many Wowzitude tours exploring Peru virtually through guides in Cusco, Lima, Machu Picchu, and Arequipa, my husband and I were inspired to visit the country ourselves for 10 days last September.
Walking the very streets and sites I had seen online made my imagination burst into vivid reality. It became one of the most memorable and remarkable trips of my travel life. That trip to Peru is now added to my list of favorite destinations discovered virtually and cemented through my own footsteps on its stones.
There is simply no substitute for even one carefully chosen live journey after exploring worlds virtually from your armchair. Seeing a passionately favored place in real life always deepens what screens inspire.”
Wow…just WOW! We are so grateful, Susan! Travel on!
