2025 Woman of Influence: Sandy Borowsky

Sandy Borowsky, Owner, EVP Tours, Starr Bus Charter & Tours, is a 2025 Woman of Influence, an initiative by Groups Today that celebrates the dynamic women shaping the group travel industry. Whether they're mentors, visionaries or brilliant leaders, their contributions deserve to be honored.

Sandy Borowsky is a dynamic leader in the motorcoach and group tour industry, serving as Executive Vice President and third-generation owner of Starr Bus Charter & Tours. With over 25 years of experience, she has grown Starr's tour division, launched the successful College Break Bus program, and forged meaningful and long-lasting industry partnerships.

A respected voice in tourism, Borowsky is known for her innovation, industry involvement, and commitment to creating unforgettable travel experiences for thousands of loyal customers each year.

Groups Today: What does it mean to you to be a woman leader in the group travel industry?

Sandy Borowsky: In an industry traditionally dominated by men, I'm proud to be part of the strong, hardworking group of women who are leading the way forward.

Being a woman leader is especially meaningful to me as a mother of three young men who have grown up seeing a woman in a position of leadership. For them, it's normal—and that gives me confidence they'll support and champion women as they build their own personal and professional lives.

GT: How would you describe your approach to leadership?

SB: To me, leadership is about bringing people together and working side by side toward a common goal. I'm incredibly lucky to have a team that's talented, dedicated, and passionate. My success as a leader is really our success—because I don't do this alone. I'm in it with them every day, supporting, listening, and problem-solving together. That kind of collaboration is what makes this work so fulfilling—and what makes real progress possible.

GT: What are some of your favorite accomplishments so far?

SB: One of my proudest accomplishments is successfully transitioning Starr to its third generation alongside my husband and partner, Pete. It's been incredibly meaningful to carry our family business forward—especially navigating it through the pandemic.

I'm also especially proud of starting and growing College Break Bus, a transportation service that helps students get home and back to school during academic breaks—while keeping countless cars off the road and making life easier for families. It's been a fun and rewarding journey—and on those busy move days, there's never a dull moment! Watching that program thrive has been one of the highlights of my career.

GT: What advice would you give to other leaders of generational businesses, and how has your family's legacy shaped your personal vision for the company?

SB: My biggest advice to leaders of generational businesses is to build trust and prioritize open communication with your family members. Don't assume anything—talk about it. And don't set expectations without having clear conversations.

Just as important: Connect with others in similar situations. There's so much value in learning from peers who understand the unique challenges of running a family business. You're not alone—and those shared experiences can be incredibly helpful.

For me, our family's legacy is Starr's foundation—but my vision is about building something even stronger into the future.

GT: How do you balance running a business with your spouse and what advice do you have for others who may be considering doing the same?

SB: Working with your spouse definitely has its challenges, but for us, it really works. We balance each other out—we each have different strengths, and we trust and support each other no matter what. We've figured out how to stay in our own lanes when needed and when to team up. And honestly, we laugh a lot, which helps keep things light even when it gets stressful.

My advice? Communicate clearly, respect each other's roles, and don't take everything too seriously.

GT: What key piece of advice would you offer a woman aiming to influence and lead in the group travel space as you have?

SB: Just be yourself. Don't try to overcompensate for what you think you're lacking—own it, improve it, and focus on what you do well. Also, be ready to work hard—this business never slows down. But the reward is worth it. Creating experiences that bring people joy and help them build lifelong memories is something truly special. If you lead with passion, purpose, and authenticity, you'll make a real impact.

GT: What are your goals for the future?

SB: In the short term, I'm focused on moving our business from New Jersey to Pennsylvania after 78 years, settling into a newly renovated space while keeping our core tour and charter businesses strong, as well as expanding College Break Bus to serve more schools and regions.

Long term, we're focused on growing our fleet and driver team, expanding the business—including showcasing our new Napaway coaches—strengthening our operations, and thoughtfully planning for a fourth generation of family ownership. At Starr, we're always looking ahead and building toward what's next.

The 2025 Trailblazers of Group Travel: Women of Influence Special Report originally appeared in the Sept/Oct '25 issue of Groups Today.

Edited by Sarah Suydam, Managing Editor for Groups Today.