Lisa Fitzell has outlined “ambitious” plans for Audley Travel’s fam trips, new destinations and product expansion, just two months after joining the luxury tour operator.

In her new role as chief product and operations manager, the industry veteran will concentrate on expanding Audley’s portfolio and accelerating growth in its key UK and US source markets. This includes building on its Scandinavia collection, launched in 2021, as well as further developing its offering in the Middle East.

Fitzell confirmed that Audley will continue to work closely with the trade, with five fam trips already scheduled for 2026. The operator will invite agents to experience its product on both long- and short-haul tours, having run fam trips to Vietnam and New Zealand over the past year. Staying true to its focus on tailormade adventure travel, these itineraries will be “experience-led” with the destination taking priority over traditional site visits.

“It will be all about the experiences and we’ll weave in the hotels, but not in a traditional way,” Fitzell said. “Rather than site inspections, the agents might have lunch or dinner there.”

“We’re just about to undertake a product development planning phase, which will shape our strategy for the year,” she added.

Fitzell landed her “dream job” at Audley in August, six months after announcing her resignation as managing director of Elegant Resorts. Although she had never worked for Audley before, she was already familiar with its strong industry reputation.

“When this opportunity came up I jumped at it,” she said. “I can talk really confidently about Audley because when I was on the DMC side, which I’ve been on twice, I was dealing with tour operators from all over the world and Audley was, and is, the best.”

While much of her day-to-day role will mirror her work at Elegant Resorts, Fitzell expects to travel more as she works to broaden Audley’s product portfolio. She added that she is eager to get “stuck into” the business, having “always respected leaders who got involved in the company.”

Fitzell also indicated that Audley may again place employees on location in its core destinations, a practice paused during Covid. She praised the company’s culture and its “boldness” to always “think bigger.”

“It’s really refreshing, it’s all about investment in the future.”