For nearly four decades, Lisa M. Pierce has been one of the most respected and recognizable figures in the Canadian travel industry, not simply because of the title she held, but also because of the way she carried it.
Her induction into the Canadian Travel Hall of Fame recognizes both her professional accomplishments and the lasting impression she has left on colleagues, advisors and industry partners throughout Canada and beyond.
2026 Canadian Travel Hall of Fame recipient, Lisa M. Pierce. (Photo Credit: Northstar Travel Group)"I was incredibly humbled and honoured to be inducted and, quite honestly, so much so I could not find a way to articulate how significant the honour meant to me," Pierce said. "In essence, recognition for spending decades in an industry I love, working with people I care for greatly and making an impact in the world through travel just left me speechless."
Pierce retired at the end of 2025 as vice president, global sales, Air Canada & Air Canada Vacations, closing a career that saw her rise steadily through the organization.
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Throughout her career with Air Canada, she held several senior leadership roles, including senior director of U.S. sales and market development; managing director of Canada and U.S. sales; and vice president of Canada and U.S. sales, before assuming her final executive position in 2023.
During that time, Pierce became known for her ability to balance leadership with genuine personal connection. Advisors and partners consistently described her as thoughtful, engaging and deeply invested in the travel trade community.
Her leadership became especially important during some of the travel industry’s most difficult chapters, including the early pandemic years, when communication and partnership between airlines and advisors became critical.
Pierce remained a visible and trusted presence throughout this challenging period, helping maintain relationships across the industry during a time of uncertainty and recovery.
Yet, beyond the executive titles and business accomplishments, it’s Pierce’s character that many in the industry speak about first.
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At Pierce’s final Air Canada Customer Appreciation Event in Toronto in December 2025, the emotion in the room reflected the impact she has had on those around her. Addressing colleagues, friends and longtime industry partners, Pierce reflected on the career that shaped a considerable portion of her life.
l to r: Robert G. Sullivan, CCO and President, Northstar Travel Group; Mary Pat Sullivan, EVP of Marketing & Partnerships, Travel Group, Northstar Travel Group; Denise Heffron, 2025 Canadian Travel Hall of Fame inductee; 2026 inductees Lisa M. Pierce and Lindsay Pearlman; Natasha Lair, Managing Editor, TravelPulse Canada. (Photo Credit: Jason Lee)
"We have much to be proud of," Pierce said. "Our shared strength, our partnerships and our commitment to each other are what allowed us to succeed."
The ability to make even large industry events feel personal became one of Pierce’s defining traits. She was equally comfortable discussing strategy in a boardroom as she was sharing a laugh with advisors at a networking event. Her warmth and authenticity helped foster trust within the travel community.
Her Hall of Fame induction recognizes a career filled with milestones and accomplishments, but also something more enduring. Lisa M. Pierce became far more than an executive; she became one of the Canadian travel industry’s most trusted and admired ambassadors.
"I am the same person now as I was when I started nearly 40 years ago as a call center agent," Pierce said. "I always followed my heart, while learning, caring and adapting along the way. Keep living, loving, laughing, listening, learning and leading."
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