Travel Advisor Success Story: Lisa Fitzgerald, Fitzgerald Travel

1 week ago 4

Success Stories focus on veteran travel advisors and how they achieved success. Here’s a looks at Lisa Fitzgerald, founder of Fitzgerald Travel.

How did you get my start as a travel advisor?

I actually started in the travel industry without even realizing it. I was a 20-year-old newlywed, married to a serviceman stationed in the Netherlands. My first job on base was with the Morale, Welfare and Recreation department as an assistant tour bus coordinator, where I made sure we left and returned with the same number of travelers and kept them entertained along the way.

What I didn’t realize back then was that those early trips around Europe were laying the groundwork for everything that came after. I loved planning. I loved the people. And I loved how travel made everyone feel. That was the spark.

How did you build my business over the years?

By always remembering how it started – and with heart, hustle and an unwavering love for the journey, both mine and my clients. I’ll never forget the moment it all clicked. I was sitting on the floor, unpacking from our move to Virginia, when I came across the very first itinerary I ever wrote – for my parents. They were coming to visit and wanted to take a side trip to Italy so my dad could see the Vatican and attend Mass. I poured my heart into planning that trip. Holding that itinerary, I thought, ‘I should do this for a living.’ I looked around and realized I had already created hundreds of itineraries over the years for visiting friends and family. The vision was born right then and there.

What characteristics make you a successful advisor?

I lead with heart. I genuinely love people, and that love shows up in the way I build relationships – with clients and partners alike. I know how to connect the dots, tune into what matters most and create experiences that feel deeply personal. I bring professionalism, joy and just the right amount of humor into every conversation. At the end of the day, it’s never just about the trip. It’s about the person taking it.

What were your greatest challenges?

Starting in the industry before the digital age – no tools, no roadmap, no support – was tough. And entering the digital era later as a Gen Xer was also a challenge. I had to learn fast, adapt and get comfortable with things that didn’t come naturally.

Another challenge? I didn’t start out with business or entrepreneurial training. I had to figure it out as I went – while juggling motherhood and military life. I’m especially grateful for two amazing host agencies who believed in my vision and helped me grow into the business owner I am today.

What are your greatest accomplishments?

Co-moderating onstage at CruiseWorld with some of the top leaders in the river cruise industry – partners who helped shape my career – was one of the most humbling and proud moments of my life.

Growing Fitzgerald Travel with two extraordinary women, Lisa Collins and Sheri Davis, has been one of my proudest achievements. Building a business is powerful. Building one with people who share your heart and vision? Even more so.

Receiving ASTA’s 2017 Extra Mile Award and being named the 2024 Runner-Up for River Cruise Advisor of the Year were deeply humbling moments of recognition from an industry I love.

What tips would you give to new advisors?

Never lie – even when you’re afraid. Integrity builds trust and trust builds your business. Give yourself grace. Your business won’t be built in a day. Be consistent, ask for help and invest in yourself – it will pay off. Work with a host agency that aligns with your values. And specialize. You don’t need to be an expert in everything – just be exceptional in one thing. That’s where the magic happens. And finally, speak about your agency like you’d read your favorite book out loud – with love, confidence and pride. That energy is contagious.

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