In a rapidly changing tourism industry, few people embody the balance between rigour, humanity and passion as accurately as Cécile Revol. At the helm of Sunweb France, Revol has forged a unique career path marked by internationalism, audacity and curiosity. From the sea to the mountains, from cruises to Alpine peaks, she has charted a course guided by a simple conviction: you can lead with high standards without ever losing sight of what matters most — the pleasure of discovering and helping others to grow.
Her view of the mountains is both lucid and benevolent: she talks about mountains that must remain accessible, about an industry that must reinvent itself without denying its roots. But behind the seasoned leader lies a passionate woman who has travelled the world with a backpack, run a half-marathon as a personal challenge and taken up skiing again after a twenty-year hiatus due to a fear of heights.
In this Face to Face interview, Cécile Revol speaks with frankness and humility. She discusses her career, her motivations, her values and her view of the future of mountain tourism. An inspiring encounter with a woman for whom travel remains above all a state of mind.
Cécile Revol, can you tell us about yourself and your professional career?
My name is Cécile Revol, I am 54 years old, and the common thread running through my career is undoubtedly tourism. I am lucky enough to make a living from my passion, which is also my profession, with a deeply international background, which is probably what defines me best. I grew up in the United States, immersed in North American culture. But I am originally from the Lyon region, where skiing was already part of my daily life: we had a house in Briançon, very close to Serre-Chevalier, and I have my earliest memories of the mountains from that time.
My love of travel and foreign languages developed very early on. After studying in France, I took part in an Erasmus programme in Germany, which allowed me to learn German and further cement my international outlook. It was only natural that I should pursue a career in tourism, starting with Greek cruise lines. Cruises remain my ‘favourite product’: I have always loved the sea, the idea of travel, freedom and escape.
After the attacks of 11 September 2001, the cruise industry came to a sudden halt. I took the opportunity to negotiate a departure and fulfil a dream: to spend a year backpacking around the world with my best friend. It was an exceptional experience – we travelled through fifteen countries, including Easter Island and Tibet – and I still consider that year to have been the best of my life. It taught me two essential things: that you always have to keep things in perspective, because we don’t save lives – we sell dreams, we sell travel – and that with a passport and a credit card, anything is possible.
When I returned, I joined the Odalys Group, which was just starting out in the tourist accommodation sector. I had an extremely rewarding time there, marked by strong growth and an entrepreneurial spirit. I held several positions, eventually becoming sales director, a role I held for thirteen years. This long experience gave me a global vision of the market, distribution and team management.
After these intense years, I decided to take a sabbatical to refocus. This time, not to travel, but to take care of myself. I set myself a challenge: to run a half-marathon and lose 25 kilos. I worked hard, with the help of a coach, and achieved my goals — running the Lyon half marathon in 2 hours and 14 minutes remains a source of real pride for me. It was a personal turning point: at 45, I was re-energised and ready to write a new chapter.
When I returned to the professional world, I came to a realisation: despite my experience, I needed additional skills, namely B2C distribution and digital marketing. So I decided to learn. I joined the Travel Factory group, one of my former clients, to immerse myself in this world and strengthen my skills by managing the B2B2C Locatour BU. This immersion opened the doors to the company I had been following for a long time: the Sunweb Group.
For years, I had admired its model: an international, fully digitalised, exclusively B2C-oriented company with a clear and bold vision. In 2018, I was fortunate enough to be recruited to the general management team at Sunweb France. I have now been in this position for almost eight years, with three main roles: general manager for France, manager of the Paris office for tour operator activities in the Mediterranean basin, and supervisor of our accommodation subsidiary in the Alps, which manages 25 establishments (hotels, residences and chalets). We currently operate around 5,000 beds, seeking to fill the gaps left by traditional accommodation providers. Finally, I am responsible for relations with ski area operators, in particular the negotiation of ski pass contracts.
Cécile REVOL, what are your passions?
Travel remains my primary passion, the one that has always driven me. I love to get away, escape, feel that I am leaving everyday life behind. The sea holds a special place in this passion: boarding a boat, setting sail, gazing at the horizon, is an infinite source of freedom for me. I still have many dreams to fulfil, such as crossing the Atlantic and arriving in New York on the Queen Elizabeth, or going to see polar bears in the Arctic. These projects may be for tomorrow, but they feed my imagination and my energy.
Travelling is above all about discovering new places, different cultures, spaces that challenge our preconceptions. This taste for otherness is deeply ingrained in me. I love feeling that disconnection, that curiosity aroused by the unknown — it’s what drives me to continue exploring, even though my trips are now shorter and often related to my professional activity. In a few days, I’m leaving for a trek in the Moroccan desert, near the border with Algeria, to disconnect and recharge my batteries amid the dunes.
But alongside this passion for travel, I also have a sincere attachment to urban life, and particularly to Paris, where I live most of the time. I love the effervescence of Paris, its energy made up of culture, art, exhibitions, encounters and spontaneity. Paris stimulates me, both intellectually and personally. I love to stroll around, visit a museum, go to the theatre, dine in a lively place… in short, enjoy this incredible cultural richness. I really feel like I’m living the Parisian lifestyle, with curiosity and enthusiasm, while maintaining my mountain roots and my love of the great outdoors.
Finally, while travel and culture are my fundamental passions, I would perhaps add a more personal dimension: movement. I love the feeling of moving forward, learning, pushing myself. Whether through sport, a walk in the mountains or a new experience, I love this dynamic that connects me to life. It is an integral part of my personality.
What motivates you? Why do you get up in the morning?
I get up in the morning because I love what I do. It’s as simple as that. I am incredibly lucky to never feel like I am ‘working’ in the restrictive sense of the word. I have a job that I find exciting, in a stimulating environment, with wonderful teams and a company whose values I deeply share. It’s a rare combination, and I appreciate it every day.
I am driven by a passion for tourism, of course, but also by people. What motivates me most is connection, encounters, and sharing knowledge. I love finding talent, gems, often young people, and supporting them in their development, helping them to grow and fulfil their professional potential. Seeing someone flourish thanks to the confidence you have placed in them is a huge source of satisfaction for me. Management, in the noble sense of the word, is undoubtedly the part of my job that gives me the most pleasure.
I am a firm believer in a form of benevolent and empowering leadership. I have always been fortunate to work in organisations that have given me a great deal of autonomy, and this is a value that I pass on in turn. Giving my teams freedom, allowing them to take initiatives, to make mistakes sometimes, but above all to learn: that, in my view, is what makes a company and its employees grow.
Finally, my motivation is also based on a philosophy of life that I try to apply on a daily basis: do things seriously, but without taking yourself too seriously. I like to remind people that we are not performing open-heart surgery. We sell holidays, trips, experiences — in other words, happiness. And if, in the worst case scenario, a customer misses their flight, it can still be rectified. This ability to put things into perspective and keep a sense of priorities helps me to move forward calmly and instil a positive mindset around me.
Cécile REVOL, what gives you the greatest satisfaction?
If I had to sum up my greatest satisfactions, they would probably be summed up in two words: exceeding expectations and balance. Exceeding expectations, because I’ve always needed to prove to myself that I could go further, whether in my personal or professional life. And balance, because over time I’ve learned to find the right balance between ambition, high standards and enjoyment.
On a personal level, my greatest source of pride is having been able to push myself physically. For a long time, I wasn’t athletic at all, and one day I decided to take matters into my own hands: I hired a coach and set myself a clear challenge — to run a half marathon and lose 25 kilos. It was both a physical and mental endeavour, almost like a rite of passage. I stuck to my goal and saw it through to the end. That moment remains etched in my memory because it symbolises determination, perseverance and the idea that anything is possible when you put your mind to it.
I feel the same way when I win a tennis match — even without an audience or a referee, in a small neighbourhood club. Every victory, no matter how modest, gives me that exhilarating feeling of having won Wimbledon! I love that feeling of effort rewarded, of progress, of surpassing myself. And it’s the same when I hike in the mountains: reaching a summit, a lake, or simply overcoming a difficult stage gives me pure joy. I’ve been lucky enough to go on some great hikes, as far afield as Nepal, and each time I feel the same emotion: the satisfaction of having persevered, of having made progress, of having achieved a goal.
Professionally, my greatest satisfaction is having joined Sunweb. For me, it was a real Holy Grail. I had long admired this company, its vision, its digital model, its internationalisation. Joining this organisation that I respected so much was a huge joy, but also recognition of how far I had come. It’s a feeling of accomplishment.
But beyond this success, I am also proud to have been able to make courageous personal choices and to have taken a step back when necessary. Taking time for myself, daring to take a break, deciding my own path rather than just going with the flow — these are some of my greatest victories. I have always worked hard, but without ever letting myself be consumed by my job. I think my greatest satisfaction comes from having been able to keep control over my life, to have moved forward with clarity and enthusiasm, without losing sight of what is essential.
Cécile REVOL, do you have any regrets?
I’m not someone who lives with regrets. On the contrary, I always try to turn difficulties into opportunities, to extract the positive even from the most complex periods. Of course, like everyone else, I’ve had moments when things didn’t turn out the way I imagined, but I’ve never wanted to dwell on ‘if only I had known’. I have an optimistic and determined nature, and I believe that this approach to life has helped me a lot, both personally and professionally.
I consider every experience, even the most difficult ones, to be a useful step. There is always something to learn, understand or correct for the future. And it is perhaps this way of moving forward, without dwelling on the past, that has allowed me to stay on a clear course. I much prefer to focus on what is still possible, on what remains to be experienced, done and discovered.
If I had to mention a ‘non-regret’, it would perhaps be that I have not yet experienced certain things I have long dreamed of, such as working on a cruise ship. It’s a project that has always fascinated me. But again, I don’t see it as a loss, but rather as a horizon that is still open. Life isn’t over, and I always leave myself the possibility of writing new chapters.
If you had a list of three wishes for the mountains, what would they be?
If I had three wishes for the mountains, the first would undoubtedly be for them to become more accessible. This is a subject that is particularly close to my heart. I feel that we are moving towards an increasingly elitist mountain environment, where the rise in the standard of accommodation and soaring prices are gradually excluding part of the public. For me, however, the mountains must remain an open space, a place of sharing and breathing that is accessible to all.
I firmly believe in mountains that are popular and inclusive, where everyone can find their place, whether they are a modest family, a student or an enthusiast who has travelled from afar. This is also the spirit in which we work at Sunweb: offering affordable deals, three-star or three-star plus ranges, and comfortable accommodation without excess. We try to preserve this balance and breathe new life into certain family-run hotels, which are often threatened with closure. I like to cite the example of Châtel, where the town council had the foresight to buy a family-run hotel to prevent it from becoming a collection of empty beds. They entrusted us with its operation, and today the establishment is open ten months out of twelve. It’s a shared success that proves another way is possible: a living, balanced mountain, where tourism also benefits the region.
My second wish would be for the mountains to embrace energy renovation. In my view, this is a colossal challenge, and we do not yet fully appreciate its scale. The mountain property stock, particularly in resorts, is ageing, energy-intensive and sometimes ill-suited to today’s climatic and ecological requirements. We have a collective responsibility to anticipate this transition and invest heavily in energy efficiency, sustainable materials and renovation rather than construction. This is an economic issue, but above all an ethical one. Preserving the mountains means preserving our common future.
Finally, my third wish would be for the mountains to remain, above all, a place of joy and freedom. I would like them to retain their magical power to help us disconnect and fill us with wonder, especially for children. Every winter, I take my little nephew skiing, and seeing him run around on the slopes from eight in the morning until five in the evening, never wanting to stop, is for me the purest image of what the mountains have to offer: joy, playfulness and simple happiness.
When he tells me, his eyes shining, that he already wants to go back next year, I tell myself that all is not lost: the mountains still retain their power to fascinate, to pass on traditions and to connect with nature.
Cécile REVOL, how do you see the future?
When I think about the future, I see it above all as a continuation of what I love deeply: the tourism industry and, more specifically, mountain tourism. It’s a world that fascinates me and one in which I want to invest myself for as long as possible. I still see a lot to be done, transformations to be supported, challenges to be met. The mountains are currently at a turning point – between ecological transition, climate adaptation and changing practices – and I want to play an active role in this transformation, to do my bit.
On a more personal level, I am also starting to reconnect with skiing, which is quite significant for me. I was away from the slopes for a long time because of severe vertigo, which often amused my colleagues: the ski professional who doesn’t ski! But since last year, I’ve decided to overcome this fear. I’ve started using the gondola lifts again, and I’m working on getting back on the chairlifts — step by step. Rediscovering the pleasure of skiing is a powerful symbol for me, a way of more fully experiencing what I help others to experience.
I strongly believe in the notion of enjoyment in work. As long as I enjoy what I do, as long as I feel useful and stimulated, I have no desire to change direction. The day that enjoyment wears off, I will know it and reinvent myself. I still have many dreams.
But until then, I want to continue investing myself in this fabulous industry that is the mountains, accompanying its evolution, supporting those who bring it to life, and passing on this passion to new generations. I love what I do, I love the people I do it with, and I want it to last as long as possible.
