We’re excited to introduce you to the always interesting and insightful Lynne Nieman. We hope you’ll enjoy our conversation with Lynne below.

Lynne, appreciate you joining us today. We’d love to go back in time and hear the story of how you came up with the name of your brand?

When I first dreamed up my Europe travel business, I knew exactly what I didn’t want: group tours with 50 people crammed onto a motor coach, ticking off the same overcrowded sights.

I wanted to create something personal — a business where every traveler feels special. Not just another booking, but a real human with quirks, dreams and their own travel vibe.

But turning that vision into a business name? That was a whole journey of its own.

I went deep into finding a name. I played with every possible version of “unique” and “one-of-a-kind.” I tested domain names like a madwoman. I jotted ideas on scrap paper (yes, I’m a pencil and paper gal). Most of them just weren’t resonating.

And then, in one of those lightbulb moments — Wander Your Way popped into my head.

The second I wrote it down, I felt it in my gut. It just seemed to fit … me. It passed the Google test. The domain was available (yay!). I sent it to a few trusted friends who knew my vision. And they agreed that it was ME.

But honestly, I didn’t need the external validation. I already knew. It just fit.

Wander Your Way isn’t just a catchy name — it’s everything I believe about travel. “Wander” is the joy of exploration, the beauty of the unplanned detour, the magic of slow mornings and wrong turns that lead to travel moments. And “Your Way”? That’s the whole point. I plan trips for my clients around their style, pace, budget and must-sees.

It’s truly a collaboration — my client’s vision, my know-how along with my on-the-ground knowledge — and a whole lot of passion for creating the kind of Europe trip that feels like it was dreamed up just for them. Because, well, it was.

So yeah, Wander Your Way is more than a name. It’s my philosophy and my promise to my clients.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Where do I begin?

My journey into Europe travel didn’t start early — in fact, I was 39 when I first set foot on the continent. But from that very first trip, I was hooked. Over the next six or seven years, I continued exploring Europe — falling deeper in love with its cultures, landscapes and way of life. Somewhere along the way, I started wondering how I could turn that passion into something more — a business that not only aligned with my skills but also allowed me to share this love of European travel with others.

The idea started to take shape after a 2010 trip to Ireland with my parents. I found myself naturally slipping into the role of travel planner — researching, organizing and guiding. And I loved it!

In late 2012 into early 2013, I began doing the groundwork and noticed a shift: travel agents — now called travel advisors — were making a comeback. That was my lightbulb moment. I knew I wanted to help people experience Europe the way I had — not in a massive tour group, but on their own terms. Independently. Authentically.

And that’s exactly what I do. Through my business, I offer personalized travel planning services for those who want to explore Europe in a more meaningful, flexible and individualized way.

What sets me apart? Customization. I take the time to truly get to know my clients — their interests, their travel style, the experiences they’re craving. My goal is to design a trip that reflects them, not some cookie-cutter itinerary. When you Google “Europe travel,” you end up with a list of pre-packaged tours that put you on a motorcoach — which is the opposite of what I offer. I’m here for the travelers who want something different, something personal.

I provide a range of services because I know that not every traveler needs the same level of support. Some people just want expert advice — a one-hour consultation to help fine-tune their plans. Others need help structuring their trip — where to go, how long to stay, how to connect the dots. That’s where my itinerary planning service comes in.

But my favorite offering? Full-on, customized travel planning. This is where I get to dive deep — booking accommodations, mapping out transportation, uncovering those unique experiences that make a trip unforgettable. It’s collaborative and personal. And I love building those relationships with my clients.

In a time when travel can feel impersonal and transactional, I’m proud to bring the human touch back. Every trip I plan is crafted with care, intention and heart.

How do you keep in touch with clients and foster brand loyalty?

I’m a big believer in building genuine relationships with clients. And for me that starts with email. My newsletter goes out twice a month like clockwork — on the 15th and the last day of the month. But it’s more than just a marketing tool. It’s my way of having a conversation.

I write like I’m chatting with a friend — sharing personal stories, travel inspiration, helpful tips and the latest Europe travel news. It’s casual, honest and full of personality because I’m the face of my brand. And that matters. People want to connect with a real human, not just a logo. So I let them see who I am — my passion for Europe, my obsession with finding hidden gems, my love of planning meaningful, independent travel experiences.

It feels like a conversation. And often, it is one. I regularly get replies from readers who share their own stories, travel dreams or just what’s going on in their lives. That kind of two-way connection? It’s what keeps this work personal and real.

Not everyone will vibe with my style — and that’s totally fine. I’m not trying to appeal to the masses. I’m here for my people. And showing up consistently and authentically is how I attract them — and keep them coming back.

What’s a lesson you had to unlearn and what’s the backstory?

The biggest lesson I’ve had to unlearn is that failing is okay. And actually, sometimes, it’s necessary. I grew up in the ’70s and ’80s, when the message was loud and clear: don’t fail. Failure wasn’t framed as growth — it was something to be avoided at all costs.

But years ago, I heard a story on NPR about Sara Blakely, the founder of SPANX. It totally reframed things for me. She talked about how her dad would celebrate failure. At the end of every week, he’d ask her and her siblings, “What did you fail at this week?” His message was simple: “If you’re not failing, you’re not trying.”

That really stuck with me. It made me realize how much I was holding myself back — how I wasn’t pushing the limits because I was too focused on playing it safe. So now I try more. I experiment. I take more risks, even knowing I might fall flat on my face — which I’ve done. And yep — I still hate failing. It’s uncomfortable. But I’ve learned that failure is where the good stuff happens: growth, clarity, momentum.

I’m still unlearning it, in all honesty. But I’m a lot more comfortable with failure than I used to be. And a lot more proud of what comes from it.

Contact Info:

• Website: https://wanderyourway.com/
• Instagram: https://www.instagram.com/wanderyourway/
• Facebook: https://www.facebook.com/wanderyourway
• Linkedin: https://www.linkedin.com/in/lynne-nieman-02baa649/

Image Credits

All images copyright Lynne Nieman