When Luxury Travel Advisor debuted in 2005, the magazine promised to be a bold voice for a niche segment of the travel industry that had, until then, flown a bit under the radar. So, when Bill Fischer agreed to be our very first cover star, he wasn’t just making a media appearance — he was casting a vote of confidence for the power and potential of luxury travel advisors.
“Ruthanne Terrero approached us about the opportunity, and I said yes right away,” recalls Bill Fischer, founder of Fischer Travel. “The industry was missing a publication that celebrated the voices and expertise of luxury advisors. I’ve always believed in sharing knowledge and supporting others. Saying yes was about being part of something that could elevate the entire field.”
At the time, Fischer Travel was a boutique operation with a staff of 20 and a $20,000 onboarding fee for new clients, plus a $5,000 annual retainer. The business was rooted in discretion and authenticity long before those became marketing buzzwords. Bill’s guiding principle was clear: Don’t book what you haven’t experienced.
“He wouldn’t send clients to properties just because they were splashed across magazine covers,” said Stacy Fischer Rosenthal, now president of Fischer Travel. “He’d visit personally, give feedback to the GMs — solicited or not — and only recommend places that passed his high standards.”
Fast forward to today, and Fischer Travel has doubled in size and elevated its exclusivity. A new client now pays $150,000 to join, with an annual renewal fee of $25,000 and additional service charges. But it’s not just about price, it’s about service. The team still provides 24/7 concierge-level support, but now those services stretch far beyond travel, including everything from gift sourcing to spiritual cleansing.
“They help with everything from physical ailments to energy work,” Stacy says. “One client was convinced they were being followed by a spirit, and we resolved it in one session.”
It’s this kind of out-of-the-box problem-solving that has kept Fischer Travel on the cutting edge. But as much as the business has evolved, so has the world around it. The team is now planning getaways not just for their original clients, but for their children and grandchildren.
Some things, however, have faded into history. Paper tickets and physical itineraries are long gone, and the 9-to-5 office model has been replaced by mobile, tech-enabled operations.
But with progress comes complexity. The explosion of online information has made curation more valuable than ever. Clients aren’t coming to advisors just for hotel bookings. They’re looking for access, insider intel, and the kind of seamless execution that only long-standing industry relationships can provide.
“Post-COVID, the conversations got deeper,” Stacy notes. “We weren’t just booking trips. We were checking in on well-being, navigating cancellations, and rebuilding confidence. It actually brought us closer to many of our clients.”
And while wellness travel and healing retreats are having a moment, the future of luxury travel is also charting bold new frontiers to destinations like Antarctica and Bhutan. Plus, advisors increasingly field more requests for private jets, mega-yacht charters and even hotel-branded yachts.
So, what would the perfect 20th anniversary trip look like, according to Fischer Travel?
“It’s not about just going big — it’s about going personal,” Stacy says.
That could mean a mega yacht in the Mediterranean, a cultural deep-dive in Japan, or an off-the-grid experience in New Zealand.
As Luxury Travel Advisor celebrates two decades of spotlighting the people and stories that have shaped the industry, the Fischer Travel team is a reminder of what has always set luxury advisors apart: trust and a commitment to excellence that goes far beyond the itinerary.
“We’re now a three-generational business,” Stacy says proudly. “My son, Max, joined us five years ago. What excites me most is our team and the spirit we’ve built together. There’s no competition internally — just collaboration, loyalty, and the shared goal of creating the most extraordinary experiences possible.”
And as for being on that first-ever Luxury Travel Advisor cover? Consider this the publication that showed this industry is a luxe, little engine that could — and did.
“It was more than a photo,” Bill says. “It was a statement. And looking back now, it’s clear we were all right to believe in what this industry could become.”