Steve Loucks, CTC
Steve Loucks, CTC, serves as the Chief Communications Officer for Travel Leaders Group, a North American travel company that generates gross travel sales approaching $21 billion annually and directly employs over 1,000 staff managing operations of more than 7,000 company-owned, franchised and affiliated travel agencies in the United States, Canada, the United Kingdom, Ireland and Australia. Today, Travel Leaders Group has over 40,000 travel agents working directly for the organization or under one of its brands. Mr. Loucks is based in Travel Leaders Group’s headquarters in Minneapolis, Minnesota.
As a member of Travel Leaders Group’s leadership team, Mr. Loucks is not only responsible for developing and overseeing the public relations and communications strategy for the enterprise, but he is also responsible for strategic positioning of Travel Leaders Group’s brands with consumer, business and trade news media. He also acts as the lead spokesman for the company. Under Mr. Loucks’ oversight, the public perception and reputation of Travel Leaders Group has grown dramatically through significant and extensive news coverage, industry rankings and honors received, including nearly 150 Travel Weekly Magellan Awards – one of which he personally earned for a media training course he provides to a cross-section of Travel Leaders Group executives and agents.
In 2008, Mr. Loucks spearheaded the communications strategy surrounding the acquisition of the company – previously known as Carlson Leisure Group (CLG) from Minnesota-based Carlson Companies. Mr. Loucks first joined the company in 1999.
Prior to Travel Leaders Group, Mr. Loucks served as Senior Director of Communications for the American Society of Travel Agents (ASTA) in Alexandria, Virginia, from 1994-1999. During his 20-plus years career in public relations and communications, Mr. Loucks also enjoyed tenures at two leading PR firms: Edelman (Chicago) and Ruder Finn (Washington DC). During the nearly ten years prior to entering the public relations field, Mr. Loucks served in politics, first working for a United States Senator on Capitol Hill and culminating in his serving two elected terms in the Wisconsin State Legislature.
Mr. Loucks earned his Bachelor of Arts (BA) in political science and history from Marquette University in Milwaukee, Wisconsin. He has also earned his Certified Travel Consultant (CTC) designation from The Travel Institute. He has not only previously served as the Chair of ASTA’s Public Relations Council and on the Board of Directors for Theater Latte Da, the leading not-for-profit musical theater company in Minneapolis, but he is also actively involved with the Ensemble Fund and Director’s Circle of Steppenwolf Theater Company in Chicago.