Megan Henderson is the Global Head of Marketing at Flight Centre, and was named a finalist in the Australian Financial Review’s 2026 Women in Leadership Awards in the property, retail, hospitality, and tourism category.
Across all categories in the program, Henderson was the sole representative from marketing or a marketing-adjacent discipline, reflecting the impact and influence her work has had beyond the bounds of a traditional marketing remit. For Henderson, the recognition is a reflection of the industry she loves and the team behind her.
We caught up with Megan for a chat, in this week’s Talking Travel.
What does your job involve?
I lead Flight Centre’s marketing strategy across our five core markets; Australia, New Zealand, South Africa, Canada and the UK; and across three channels: shop, online and B2B. That means setting the direction and making sure it lands consistently, whether someone’s booking in-store, on their phone, or through one of our corporate travel partnerships.
I lead a team of five core marketing and communications discipline leaders, plus five regional marketing managers, and I report into Flight Centre’s Global Managing Director, Andrew Stark.
A big part of the role is brand positioning, so defining what Flight Centre actually stands for and how we differentiate in a crowded travel market. I lean heavily on data and insights, using customer research, brand tracking and market data to shape strategy and prove marketing’s commercial impact, not just its creative value. I also manage our agency and vendor relationships, briefing and holding our creative, media and research partners accountable to the standard we need. On top of that, I’m always looking at innovation and channel strategy, staying ahead of emerging platforms, AI tools and shifting consumer behaviour so the brand stays relevant. And ultimately, I carry P&L accountability, which means tying every dollar of marketing investment back to revenue, leads and customer acquisition.
What do you enjoy most about your profession?
Honestly, it’s the blend of left and right brain thinking. One minute I’m deep in data and strategy, the next I’m in a creative session shaping a campaign concept. I love that switch.
I also get a real kick out of the influence and impact. Knowing that what we build gets seen by real customers, at scale, is motivating. There’s a lot of autonomy in this role too—the freedom to lead boldly and make real strategic calls rather than just executing someone else’s playbook. Leading great people is probably the most rewarding part, though. Building teams that do their best work and watching them thrive never gets old. And no two days look the same, which keeps me energised.
Why do you think the travel industry is the best place to work?
Because you’re not selling a physical product, you’re selling a feeling. An adventure, a reunion, an escape, a celebration. There’s something pretty special about marketing something people can’t physically hold but will remember for the rest of their lives. It’s also filled with hungry, humble, smart people who band together to do great work and grow the industry. It’s a really unique collaborative spirit that is hard to find elsewhere.
What are the biggest challenges for you in your profession?
Cutting through the noise is a big one. Consumers are bombarded with content across more channels than ever, so grabbing and holding attention is a lot harder than it used to be. Proving ROI is another. The pressure to connect every marketing dollar directly to revenue has never been higher. And then there’s AI and the pace of change generally: keeping up with rapidly evolving tools, platforms and consumer behaviours, without losing the human touch that makes travel marketing work in the first place.
What do you think are the biggest challenges the industry faces?
Geopolitical uncertainty is a major one. Conflicts, border changes and economic instability can shift consumer confidence and travel patterns almost overnight.
Distribution and disintermediation is another. The tension between direct bookings, OTAs and travel agents is intensifying, which makes it harder for any one player to own the end-to-end customer relationship. And then there’s trust and experience expectations. Post-COVID travellers expect more and tolerate less when things go wrong, so delivering a seamless, reliable experience isn’t optional anymore, it’s the bare minimum.
What do you think will be the biggest game changer in the travel industry in the next 12 months?
Retail media and data monetisation. Travel brands are sitting on incredibly rich first-party customer data—purchase intent signals, high-value audiences—and non-endemic brands in finance, insurance, lifestyle and retail are increasingly keen to tap into that. Flight Centre, and others across the industry, are effectively becoming media channels in our own right. I think that shift is going to reshape how we think about the value of our audience over the next year.
What destination/travel trend do you think is the next big thing?
Sports, and event travel is booming again. Whether it’s Australian Open, F1, World Cup, or the Olympics. I’m hearing more, and seeing more growth in google searches around sports and events
What are your thoughts on responsible travel and how do you try to implement this in your workplace?
Travel is one of the most powerful things people do with their money and their time, so the industry has a real obligation to make sure that impact is positive. For me, it comes down to three things: protecting the places people travel to, protecting the people who work in the industry, and being honest with customers about the choices they’re making. We run an initiative within Flight Centre called Planting with Purpose whereby with every Captain’s Pack a customer purchases, a tree is planted in one of our tree-planting projects areas. So far, we’ve planted three million trees, and the goal is to hit five million within the next three years.
Who inspires you most and why?
I’m inspired most by my leader and peers. They’re all hungry, humble and smart.
What is your must-pack travel item(s)?
Portable charger!!! And a sarong/scarf. You’ll never know when you need it – e.g cold on the plane, or maybe as a modesty wrap for a temple – many uses and always handy to have in your carry on.
Who would you invite on your next holiday if you could choose anyone and where would you go?
Ricky Jerves, Elton John, Victoria Beckham. I like to imagine we’d be on a nice yacht somewhere, drinking crisp wine, listening to good music, and having a laugh.
