turning travel & loyalty expertise into commercial growth.
OUR FOUNDEr.
We partner with travel businesses and adjacent sectors to deliver measurable growth through application of commercial strategy, enablement and embedded travel models. Whether you're an established OTA, a fast-scaling tech platform, or a loyalty provider looking to embed travel as a new vertical — we bring deep commercial insight and hands-on experience to help you shape, scale, and succeed.
Taking Shape is led by Vicki Wickens – a strategic commercial consultant with two decades of leadership across the global travel & loyalty ecosystem.
With experience spanning B2B travel tech, supplier negotiations, white-label platforms, and loyalty-led ecommerce, she created Taking Shape to work with businesses of all types who are serious about scaling travel as a vertical, whether that's entering new markets, optimising supplier strategy, or building travel products from the ground up.
Strategic partner to OTAs, financial services, travel tech, and retailers
Trusted advisor to startups and scale-ups in the business of travel
Commercial expertise, not consultancy fluff
Practical, implementable strategies
A people-first approach that sticks
Deep industry networks to unlock growth
Feedback & testimonials
“Vicki is a highly respected commercial leader in the travel and SaaS industries. She's exceptionally skilled at scooping up strategic partnerships and consistently delivers outstanding results. Her driven leadership style inspires confidence, and I wholeheartedly recommend her for any organization seeking a proven high-achiever”
Fritz Oberhummer
“Vicki is a leader. The way she carries herself, approaches strategy development, ensuring everyone around her has what they need to succeed, is evident in her successes. She has an innate ability to take vision, develop a clear and thorough strategy, empowering cross-functional teams to execute with continual and constructive feedback loops”
IAn a. Arroyo
“Vicki is a very intelligent, positive and proactive person who is extremely determined to help her partners. She is also very creative in her business solutions, always looking to be innovative in developing strong, long lasting partnerships that deliver sustainable growth”
RICHARD WARBURTON
“Vicki’s ability to craft and execute winning commercial strategies resulted in landmark deals with major partners, contributing significantly to our success across Northern Europe.
Her collaborative approach and ability to build strong relationships made her a trusted colleague and an invaluable partner in driving results. She is exceptionally skilled at navigating complex negotiations and delivering creative solutions that benefit all stakeholders”