Melissa Lisell (Source: Melissa Lisell)
Travel Advisor Success Stories focus on accomplished agents and how they achieved success. Here’s a look at Melissa Lisell, executive vice president of Lisell Travel, an Affluent Traveler Collection affiliate.
How did you get your start as a travel advisor?
Becoming a travel advisor was never part of my original plan. For as long as I can remember, I wanted to be a teacher. I earned my degree in early childhood education, later my master’s in teacher leadership, and spent 12 years teaching second and third grade in the school district I grew up in.
During college and school breaks, I worked at the brick-and-mortar travel agency my mom was hosted through at the time, helping with administrative tasks.
When all-inclusive vacation requests came in that the agency owner didn’t want to handle, she passed them to me to research and that’s when I realized the commission on those trips was much more than my hourly pay.
After my mom, LuAnn, started Lisell Travel in 2009, she trusted me to handle all-inclusive travel to Mexico and the Caribbean for her clients. She also mentored me extensively in group travel logistics, and after escorting several group trips beside her, I booked my first destination wedding in 2014.
By 2018, I was teaching full-time while planning travel in every spare moment – it had become another full-time job. That spring, I made the difficult decision to leave the classroom and pursue travel advising full-time.
Every day, I am so grateful that, as a travel advisor, I get to guide clients through milestone moments like destination weddings, honeymoons, family trips, anniversaries, retirements, and celebrations spanning generations.
How did you build your business over the years?
I’ve built my business very intentionally and in a very relationship-focused way. A lot of my business came from referrals and clients telling friends, ‘You have to use Melissa!’ That’s always meant more to me than any marketing strategy.
Over time, I leaned into what I’m really good at: luxury Europe FITS, all-inclusive resort vacations, destination weddings and other group trips.
I also invested heavily in education, supplier relationships and systems that allow me to be consistent with client communication and planning.
In the past several years, I’ve focused on building a great email marketing strategy that works for our agency. It nurtures our current clients while bringing in new ones.
What characteristics make you a successful advisor?
A big part of my success comes from genuinely caring about my clients and their experiences. I’m very detail-oriented, organized and try to stay calm under pressure, which matters in an industry where plans can change quickly.
My goal is always to be honest, proactive and fully invested in every client’s trip. Their vacation investment is a big deal to them, and I want them to know I understand that and truly care about making it the best experience possible.
Education and clear communication are also important to me. I don’t just plan and book trips. I guide clients through the process so they feel confident, informed and supported from start to finish.
What have your greatest challenges been?
Learning boundaries was a big one. Early on, I wanted to say yes to everything, be available at all times and help everyone. Over time, I learned that not every trip or every client is the right fit, and that’s okay.
I’ve also learned how important it is to protect my time for my own mental and physical well-being.
The past few years forced all of us to grow quickly, especially with the surge in travel demand from 2022 through 2024 as the industry rebounded. Managing constant changes, heightened client emotions and ongoing industry shifts was exhausting at times. At the same time, it made me a better advisor. I’m more confident and more prepared because of it.
What are your greatest accomplishments?
Honestly, it’s the loyalty of my clients. Seeing couples come back years later for anniversaries, families that trust me with milestone trips and clients who follow me through multiple phases of life is just amazing!
Professionally, I’m incredibly proud of the business we’ve built as a family, the hosted group trips we lead and the reputation Lisell Travel has in our community.
What tips can you provide advisors new to the industry?
Be patient with yourself. This is not a quick-win industry, and that’s okay. Learn before you leap, ask questions, and don’t be afraid to say, ‘I don’t know, but I’ll find out.’
Find your niche, but let it evolve naturally. Build real relationships with clients and suppliers. And most importantly, run your business like a business. Systems, boundaries and confidence matter just as much as passion.
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