From MBA to Dream Job: The Journey to Rick Steves’ Europe

Foster’s Hybrid MBA program opened the door to a new role, a new city, and a new chapter for Emma Willoughby (MBA 2023). “I’m so glad I chose to pursue an MBA,” she shares. “It changed the trajectory of my career. And I’ve never once regretted the decision.” 

Willoughby’s career has always been driven by curiosity, people, and the power of exploration. But when the COVID-19 pandemic brought the global travel industry to a standstill in 2020, the longtime travel professional—then working for National Geographic Expeditions in Washington, D.C.—found herself navigating high-stakes decisions at the intersection of operations and policy.

“I was very fortunate to be able to continue working, but I also took on new responsibilities that had not been part of what I was doing before,” says Willoughby. “I found myself in meetings with C-suite executives where these very high-level concepts were being discussed, like the financial health of organizations, and I felt I didn’t have the tools needed to do my job as effectively as I wanted to.” 

That realization pushed her to search for an online MBA program to give her the skills and flexibility she needed to grow. She found that and much more in the University of Washington Foster School of Business Hybrid MBA program, an online-first program designed to be completed while working full-time.  

What she found in Foster’s Hybrid MBA didn’t just sharpen her business acumen. It also paved the way for a cross-country move and career shift into a dream manager role at Rick Steves’ Europe in Seattle.

An online MBA built for working professionals 

Through research, Willoughby discovered the Hybrid MBA at Foster, a nationally ranked program that is primarily online but also offers the opportunity for in-person connections.

“I liked that it was built from the ground up to be remote-first,” she recalls. “I know a lot of schools were scrambling to move their programs online during COVID, but Foster’s Hybrid MBA was clearly designed to be online from the start. That gave me a lot of confidence.”

Foster’s reputation, strong rankings, and tight-knit and supportive community appealed to Willoughby, as did the location. She had long considered relocating to the Pacific Northwest. The potential of a future move also drew her to Foster. 

“I was looking to the West Coast and Seattle in particular. And ultimately, the Foster MBA helped make that move possible.” 

An immersive, collaborative MBA experience 

Willoughby says the Foster MBA experience exceeded her expectations.

“There were definitely some unexpected positives of the Hybrid program,” she says. “One of the biggest was how engaged I felt because of the team component, despite 95% of the program being remote. Having so many group projects with classmates from different professional backgrounds—all busy adults with full lives—meant we were all invested. Everyone had a purpose and was there to learn. That kept me accountable in a way I hadn’t experienced even as an undergrad.”

She adds that the collaborative structure of the program stood out. “I had some trepidation about group projects before starting. But the experience was completely different. Everyone pulled their weight, and we could always work around each other’s schedules. You might lean on your teammates some weeks and carry more of the load in other weeks. It was a healthy dynamic.”

Foster’s strong emphasis on values also left a lasting impression on Willoughby. 

“I didn’t expect how much Foster would focus on giving back to the community and a business’s place in supporting the people around it,” she says. “That message came through from the program director and Dean Frank Hodge. It was sincere and meaningful.”

Applying MBA coursework to the travel industry

Though the Hybrid MBA is primarily remote, students gather in person at the start of each quarter for immersive residencies.

“Those immersions made a huge difference,” Willoughby says. “Being on campus and meeting professors and classmates in person helped me feel more tied to the program and the University of Washington community.”

While still living on the East Coast, she attended the required program immersions, flying in for the short sessions on campus. Midway through earning her MBA, she and her partner relocated to Seattle. The program’s flexibility became a lifeline during the cross-country move.

“If that flexibility hadn’t been there, I honestly don’t think it would have been possible to earn an MBA while moving across the country and working full-time for National Geographic Expeditions.”

Willoughby found that the Hybrid MBA’s structure, which was developed for working professionals, made every class feel immediately relevant to her career in travel and life outside the classroom.

“There were so many great courses. The negotiations class with Elizabeth Umphress stood out. Everyone raved about it, and it absolutely lived up to the hype. Even from the first exercise it was eye-opening. I’ve already used what I learned in real life. My partner and I just bought our first home, and I applied some of those concepts in our negotiations with the seller. We were able to get concessions that we wouldn’t have known to ask for otherwise.”

She also cites the Hybrid MBA’s accounting courses as unexpectedly enjoyable.

“I have to say, I loved the accounting classes. Accounting wasn’t part of my undergrad background, and I found it intimidating. But the faculty—Weili Ge and Darren Bernard—made it accessible. I came away with the confidence to engage in those conversations.”

Career growth and leadership at Rick Steves’ Europe 

Soon after earning her MBA, Willoughby landed her current position at Rick Steves’ Europe. She now leads the company’s guide services team, supporting hundreds of guides who lead tours across Europe.

“The MBA gave me a much better sense of the bigger picture,” she says. “I understand how to ask the right questions, how different parts of a business fit together, and how to work effectively with others across the organization. So much of the work is about building consensus. You can’t accomplish much in a silo, and the program helped me develop those collaborative leadership skills.” 

The values that drew her to Foster continue to resonate in her role at Rick Steves’ Europe.

“They run excellent trips, but the company’s ethos is what drew me in. During COVID, they worked hard to keep staff employed and even set up marketplaces for guides to connect with travelers when tours weren’t running. And when they had to cancel trips, they refunded people in cash rather than travel credits, which earned them a lot of goodwill. It’s a company that tries to do the right thing.”

Why travel is more than a job

Willoughby has always been passionate about travel and sees it as much more than a leisure activity.

“For me, when I think about the highlights of the past year, or the last five or ten years, they’re usually travel memories, ideally with friends or family,” she says. “To know that my work might be helping someone else create those memories is incredibly meaningful.”

She finds value in founder Rick Steves’ philosophy that travel is a political act.

“Travel helps people challenge their assumptions,” she says. “Going to a country where people have done things differently for thousands of years—successfully—opens your eyes. That kind of perspective shift is so important.”

Working with the company’s vast network of European guides has also been a joy. “Rick Steves’ Europe has such a fascinating range of people leading our tours. Some were born and raised in the towns they guide in. Others moved to Europe decades ago and now call it home. Each guide brings different passions, knowledge, and perspectives. They are incredibly inspiring to work with.”

One of her favorite places to visit? Istanbul. 

“Istanbul is incredible. It’s such a rich crossroads of history and culture. You can see Roman ruins, Byzantine churches, and Ottoman palaces all in one day. And the food is amazing. I would go back in a heartbeat.”

Advice for prospective MBA students

Asked what advice she’d give others considering an online MBA, Willoughby quickly recommended Foster’s Hybrid MBA.

“There’s never a perfect time to go back to school and get an MBA, especially if you’re working full-time. But Foster’s Hybrid MBA program makes it possible.”

Learn more about the Hybrid MBA program at the University of Washington Foster School of Business here.