Leadership without sugar-coating, Cinzia Burnes on power, purpose, and telling it like it is.
Meet Cinzia Burnes, COO & Executive Director of Helloworld Travel, and Keynote Speaker for a force for good hub 2026 event…
How does an Italian woman with a thick accent — who once occupied her school, built a business at 21, and sold it for equity by 24 — go on to lead one of Australia’s biggest travel companies as COO & Executive Director, and serve on Government boards?
Not by playing it safe. And definitely not by being “woke.”
Cinzia Burnes doesn’t sugar-coat. She tells it like it is — and we can’t wait to hear the real story on stage.
Leadership with Purpose
You’ve led through enormous industry change and challenge. What do you think defines true leadership today, and how has your own definition evolved over time?
“I believe True Leadership runs perfectly with being true to yourself and in a way, I cannot say that mine has evolved because I have always been true to myself, my ethics and my firm belief in transparency and honestly. This is not always a popular approach, but it is really the only approach that I know and in the most instances has proven to be the foundation for strong partnerships where both parties are considered equally. In terms of leading teams, while I am a self-confessed control freak, I do trust my team and I am always open to constructive criticism as well as suggestions and feedback. I also am a great believer in rewarding people who deserve it while trying to inspire and motivate the ones that might be not performing to the best of their abilities.”
Balance and Belief
Our theme this year is Balance the Scales. As someone who has built an extraordinary career in a demanding industry, how have you learned to find balance – between ambition, purpose, and personal wellbeing?
“There is a lot of talk these days about work life balance and firmly believe that this is a very personal quest and that it is not the same for everyone. Some people find going to work a duty and a hard task, whilst I believe if you enjoy what you do you enjoy going to work and that is a part of your balance given that you get both personal and business satisfaction. I have always been very ambitious, and I have not been shy about it, however, you need to be prepared to take risks as well as have confidence in yourself to get to the next level. You are not always going to succeed but you need to face the defeats by learning from the mistake.
I believe that in terms of purpose as a leader and manager of people, I have always been very determined to ensure consistency when approaching issues with staff. This may sometimes look a little strict, but you should always be able to explain your actions and decisions if questioned and you can only do that if you are applying the same principals consistently. “
Legacy and Impact
When you look back at your journey – from entrepreneur to industry leader – what impact do you most hope you’ve made on the people around you, especially the next generation of women in travel?
“In terms of legacy and impact, I believe that hopefully I have inspired some young people to pursue a career in the travel industry and I believe that I have contributed to the growth of new entrants in the industry to their climb to managerial roles and I hope that my approach to business and life in general has inspired some women in the industry to be less woke and to believe in themselves to go forward.”
Looking Ahead
What are you most looking forward to about this year’s A Force for Good event — especially when it comes to connecting with people and being part of the shared energy in the room?
“Looking ahead, I have not participated to a Force for Good event before but I am glad that Helloworld is sponsoring the event this year as a Major Sponsor and I don’t have any specific expectation other than hopefully that by sharing my professional journey it might inspire and encourage some young women to persevere in this magnificent industry of ours.”
