After recently contemplating whether to renew her IATA number (she did), Lila Fox, a travel advisor now based in Colorado, reflects on the transformative decision she made in late 2018—a leap that would shape the future of her travel business.
“I emailed Susan Spain at Virtuoso to say: ‘Hypothetically, and confidentially, if a one-person agency wanted to join Virtuoso directly as a member, assuming they had the production and reputation, is that something you all would entertain?’” Lila recalls.
“She immediately said, ‘Call me.’”
By early 2019, it was official. Lila had left the host agency where she’d spent the first seven years of her business. “It was a great mutual partnership,” she says, “and I learned so much and had fun, but as with many partnerships throughout life, it’s important to recognise when it’s time to move on.”
That willingness to embrace change, trust her instincts, and forge her path has defined Lila Fox’s nearly 13-year journey as an internationally recognised travel consultant. Along the way, Lila says she has intentionally built not just a successful business but a lifestyle that, for her, prioritises creativity, balance, and meaningful connections.
Lila’s lessons from 13 years in travel
Lila is often asked for advice on sustaining a healthy, thriving business. While she’s quick to note that “there’s no shortcut or recipe that anyone can give you,” she says she has learned lessons that have served her well:
1. There’s no shortcut. Success requires time, effort, and perseverance.
2. Avoid software overload. “There are too many tools and software out there,” Lila warns, emphasising the importance of simplicity.
3. Social media isn’t necessary. “You don’t need social media to legitimise you with clients. Social media kills creativity, confidence, and time management.”
4. Diversify your client base. “It would be smart to have two buckets of clients: a smaller ultra-high spend bucket and a larger moderate spend bucket. Ultra-high and moderate are subjective.”
5. Set boundaries with technology. “You do not have to take your phone to dinner or bed at night.”
6. Avoid getting ‘stuck in the middle.’ This applies to both strategy and positioning in business.
7. Pursue independence if it suits you. “You can get your own credentials and operate independently. There are many similarities between real estate and the travel industry.”
8. Be selective with industry events. “Travel independently. Attend one organized FAM a year. Attend one travel industry show a year. You don’t need to be everywhere.”
9. Have hobbies outside of work. Lila’s passion for photography exemplifies the importance of creative outlets.
10. Prioritise health and wellness. “Exercise, sleep, get off the meds that eating good foods and lifestyle could fix.”
Building a business of intentionality
Lila says her philosophy is as much about the “why” as the “how.” Her travel agency, Lila Fox Travel Co., serves a small list of clients on a referral-only basis. It’s part of an intentional strategy to maintain deep relationships and offer highly personalised service.
Predominantly arranging leisure travel, Lila is known for crafting immersive ‘country and town’ experiences. Her itineraries take travellers away from over-visited destinations, guiding them to often-overlooked parts of the world via car, private driver, private boat, or train.
The goal? To immerse clients in authentic tradition and culture.
“I want my clients to feel the heartbeat of a destination,” Lila says. “To connect with places in ways that are personal and transformative.”
A life beyond travel
While her reputation in the industry is impressive—she’s been named an industry Trendsetter by Luxury Travel Advisor Magazine and one of the South’s most stylish by Southern Living—Lila places equal value on balance and personal growth.
Outside of her work, she holds certifications in Nutrition and Wellness Counseling and is a Yoga Alliance-certified yoga Instructor specialising in Yin Yoga. Her passion for photography, especially black-and-white portraits of people and animals, offers a creative outlet that complements her travel expertise.
“Having a hobby outside of your work is essential,” she advises.
A quieter mode of success
Once highly active on social media, Lila says she has shifted to a more straightforward, quieter way of working. “These days, I prefer to focus on my clients and my craft,” she says. “Social media is not what defines my legitimacy or success.”
When not on the road—her favourite destinations include India, Mexico, England, and Oman—she lives in a tiny mountain town in Colorado, where she finds solace and inspiration in the natural world.
Lila’s journey from civil and environmental engineer to respected travel consultant underscores the power of intention, independence, and staying true to one’s values.
Her advice to other travel advisors? “Trust your instincts, define your own path, and don’t be afraid to do things differently.”
For more on Lila, head to Lila Fox Travel Co.
Lila also hosts a podcast called Choices.
