Ruth Bekele

Growing up in Africa, I was very fortunate to have adventurous parents who passed along their wanderlust to me at an early age. Their adventures to England and Israel, along with our local escapades to lakes and mountains, ignited a deep passion and inspired me to dive headfirst into the travel industry. Little did I know at the time that this passion would soon become a lifelong career.

In 1986, I began my journey as a Junior Reservations Agent with Ethiopian Airlines, one of Africa's most formidable and largest carriers. This role became the foundation of my career, which later soared higher in my 27 years with Lufthansa, a powerhouse in European aviation. I dedicated myself to ensuring every individual, corporate client, and travel agent's journey was smooth and comfortable, orchestrating seamless travel experiences for all.

My adventure took an exciting turn in 2022, when I joined Direct Travel and sailed into the world of cruise group travel. During my time on that, I worked closely with mid-range cruise partners (i.e., Princess Cruises & Holland America Line), small ship cruise lines (i.e., Azamara & Windstar Cruises), luxury ocean lines (Seabourn), and many river cruise partners (i.e., AmaWaterways, Avalon Waterways, and Uniworld River Cruises). I immersed myself in the intricacies of the agency-side of the industry, expanding my expertise and love for travel even further. Shortly thereafter, I was recognized by my leadership team for my creative, intuitive, and thoughtful approach to leisure travel planning. In 2024, I was presented with the opportunity to join Direct Travel’s Leisure Team.

My journey through the travel industry has been nothing short of invigorating, and my passion continues to burn brightly. I love sharing my firsthand destination experiences with my clients, with tips and insider knowledge to really help my clients get the most from their vacation. While I have completed the highest levels of training and certification with our travel partners, I believe my firsthand experience is what my clients genuinely appreciate.

Whether you’re looking for a cruise to some of the world’s top destinations, an exhilarating safari through Africa’s most unique villages, or a simple trip to unite loved ones, I look forward to helping you navigate your personal wanderlist.

Satisfy your wanderlust, and let’s curate life’s greatest moments.