Rachel Vandenberg: Redefining Leadership Through Empathy, Intention, and Service

Rachel Vandenberg wears many hats; Vermont-based hotel owner, leadership coach, podcast host, the founder of both The Travel Leader and Accelerate Women Leaders in Travel….and if that’s not enough, she most recently added flight attendant to her long list of accomplishments.  But wait, there’s more!  Rachel is also a mountain biker, Nordic skier and, most important, the proud mother of three children, bringing energy, empathy, and intentionality to every role she undertakes. What makes Rachel tick, and how does she manage it all?  Here’s herstory...

How did your hospitality journey begin, and what made you take the leap into hotel ownership?

My husband and I were living overseas, in very different careers. When we came back to Vermont on vacation, my parents were looking to sell the hotel they owned. At the time, our twins were just six months old… we were craving a change and saw the opportunity as a way to build the kind of life we wanted.Even though I had grown up in hospitality, owning and operating a hotel was a steep learning curve. We expanded the property by adding rooms, a restaurant, a bar, and a bowling alley, but I often felt isolated, especially as a woman in leadership. That need for connection and support is what led to the creation of Accelerate Women Leaders in Travel.

How did stepping into leadership shift your mindset and your role?

New England hospitality is highly independent. There aren’t many branded hotels…its mostly boutique properties spread out across rural areas. That means you’re often building things from scratch and learning as you go, without a built-in support system. There’s been a shift more recently, with more operators attending national conferences and building networks. But when we started, it was very much about figuring things out on your own.

Where else did your shift in mindset lead you?

I used to believe that in order to deliver excellent customer service I had to be the one doing it on the front lines. But when we expanded the hotel, I had to step back and build a team. That’s when I realized my new job was to serve them. My employees became my customers.Supporting my team and removing obstacles so they could succeed became the most important part of my role. That shift in mindset changed everything for me and ultimately led me to leadership coaching.

After that shift in perspective, I started digging deeper into what makes an effective leader. I studied on my own for years, completed a hospitality management certificate with eCornell, and came across the idea of a “coach approach” to leadership.When I started building Accelerate, I wanted to offer something different…something transformational. So, I began incorporating leadership coaching into the programming. That’s when I realized this wasn’t just an interest, it was a calling.

Why is empathy so central to how you lead and how did that evolve?

Absolutely. Empathy is foundational. It shows up in leadership, in parenting, in customer service, in coaching. It’s the ability to understand where someone else is coming from and to respond to that need. It wasn’t something I naturally had early in my career, but parenting really brought it out in me.

When did empathy gain traction as a business strength—not just a soft skill?

I think over the last 15–20 years, leadership research began to highlight empathy as a core component of effective management. We’ve moved beyond command-and-control leadership. People want to be seen, heard, and supported. Empathy is now viewed as essential, not optional.

Can empathy really be learned, or is it something instinctive?

To some degree, yes. But it requires a certain level of self-awareness and a desire to grow. You can’t just “train” empathy into someone who doesn’t want to reflect. That said, you can teach people how to deliver excellent service.One of the most useful frameworks I found was from Mark Colgate’s The Science of Service, which outlines the “Three Rs”: be reliable, be responsive, and build relationships. Those are tangible, teachable actions, and when done together, they lead to high customer satisfaction.

Rachel at the 2025 Accelerate Women in Travel Conference

Can the “Three Rs” of service help translate empathy into action?

Absolutely. Connection always came naturally to me. But I learned that connection alone isn’t enough…you also need to be reliable and responsive. I remember losing an employee once over something as basic as a delayed vacuum replacement. That experience taught me that people need to feel supported, not just seen.

How did “flight attendant” come into play, and how does it align with your values?

Becoming a flight attendant had been a childhood dream. My father is Dutch, and growing up, we traveled to the Netherlands often. I remember watching flight attendants and being struck by their professionalism and the excitement of air travel. That admiration never left me. Years later, someone mentioned that Dutch-speaking flight attendants were in demand, and I thought, why not?But it wasn’t just about travel. At the core, it was about alignment with my values: create, connect, and contribute. When those three come together in any role I take on, I feel deeply fulfilled. That’s what becoming a flight attendant did for me.

What’s next for you and how are you integrating all the parts of your journey thus far?

Right now, I’m in a season of integration, bringing together all the roles I’ve taken on and refining who I am in each of them. I’m not looking to add more, I want to deepen… not expand. That said, I’m ambitious by nature. I wouldn’t be surprised if something new started to bubble up. But for now, I’m focused on alignment and growth where I am.

How do you really manage it all? What’s your secret?

It’s really not about time management, it’s about priorities. I’ve never believed in time management as a concept. For me, it’s about knowing what matters most -my values and purpose - and being intentional about how I structure my life around those.

Quickfire with Rachel

What is your morning routine? I usually meditate right when I wake up in the morning. Then coffee. I start work early because that is when my mind is sharpest. 

What do you do for self-care? I exercise almost daily and try to get outside as much as possible, preferably in the woods. 

What is your go-to room service order? If I get room service, it's going to be because I’m really craving some comfort food. Usually french fries with a side of mayo and/or some dessert like chocolate cake or cheesecake.

What is your top travel hack? I think what you pack (or don’t pack) can make or break a trip. In general, less is more so you can always just take a carry-on. At the same time have different interchangeable layers that can be dressed up or down. 

What brings you joy these days? Watching my kids reach new milestones. My oldest kids just got their drivers permit. That’s a hoot! I also get a lot of joy out of building relationships, collaborating and making amazing things happen with other women leaders in hospitality and travel.