As demand grows in the travel industry for solutions that fill unsold inventory without discounts, NaviStone—trusted by top travel brands to drive bookings—is doubling down on this space with the addition of Lisa Ertmann as director of travel industry partnerships.
NaviStone helps marketers identify high-intent travelers and reach them at the exact moment they’re considering a trip. With real-time intent signals, precision audience modeling, and a white-glove strategic approach, brands are empowered to act faster, fill more inventory, and convert more guests while others are still reacting.
Ertmann brings more than 20 years of experience in the travel industry, with a background that spans both the travel advisor and supplier sides. She spent the last decade at Norwegian Cruise Line in a series of marketing and business development roles, building strong relationships and programs that delivered real value.
“What drew me to NaviStone was the company’s data-driven, transparent approach to marketing and the way it partners so closely with brands,” said Ertmann. “It’s not just a platform. It’s a partner in solving real problems with speed, strategy, and incremental results.”
In her new role, Ertmann will work closely with travel and hospitality brands and trade partners to convert intent into bookings, increase repeat visits, and optimize revenue. That might mean filling unsold inventory without relying on last-minute discounts, or targeting specific audiences who are browsing but not yet booking. Whatever the need, her focus will be helping brands turn consumer behavior into business growth faster.
“Lisa’s passion for travel, her deep industry knowledge, and her commitment to strong relationships make her the ideal leader to grow our presence in the travel space,” said Larry Kavanagh, CEO of NaviStone. “More importantly, she understands the urgent challenges travel marketers face today, like how to move inventory without margin erosion, and how NaviStone’s intent-first solutions can help solve them.”
As travel demand continues to grow, the challenge is no longer just getting seen. It’s getting remembered. Ertmann sees major opportunity in embracing both digital and physical channels, including one that’s experiencing a resurgence: direct mail.
“A well-crafted direct mail piece can really stand out while inboxes overflow and digital ads lose their impact,” she said. “It’s tangible, personal, and especially effective for connecting with travelers looking for their next adventure. With our ability today to model behavior and reach consumers in near real time, direct mail has reemerged as a powerful, strategic channel to drive bookings.”
At the core of NaviStone’s advantage is its ability to act as a true navigator that can help brands make sense of their data, define the right audience, and execute with speed. “I’ve worked with a lot of marketing platforms,” Ertmann said. “NaviStone gets it right because they use data to build stronger relationships and solve real problems, like unsold inventory, with precision and agility.”
With consumer expectations at an all-time high, NaviStone remains committed to helping travel and hospitality brands stay ahead. That means delivering solutions that are not just personalized, but purpose-built to elevate the guest experience. Not just fast, but effective at reaching the right guest with the right message and filling inventory. Ertmann’s hire reinforces the company’s commitment to delivering strategic, high-impact marketing solutions that drive results in an increasingly competitive market.
