Shanna Liu is a bold entrepreneur and visionary in the travel and hospitality space, having transitioned from a career in finance and consulting to building her own experiential travel startup, Karia. Her passion for creating meaningful, unforgettable moments shines through in everything she does – from planning dark-sky astronomy weekends to forging strong hybrid teams. A proud member of Women Leading Travel & Hospitality, Shanna opens up about her leadership style, her love of learning and the woman who’s inspiring her right now.

What’s the best book you’ve read recently?
Happier by Tal Ben-Shahar. It’s an insightful read on how to find happiness and peace in everyday life. I highly recommend it.

What do you love most about the industry?
The M&Ms – moments and memories. We’re in the business of creating joyful, transformative experiences that last a lifetime. What could be better?

What’s something the community may be surprised to learn about you?
I act in off-Broadway comedy plays as a hobby. I’ve been doing it for 20 years – it’s my creative outlet.

What’s the toughest part of being in charge?
There’s no one to tell me what to do. Every day I have to ask myself: What will have the biggest impact today? Whether I succeed or not, it’s all on me.

What are your nonnegotiables when it comes to work-life balance?
Two hours of peace in the morning – for yoga, meditation and reading. That “me” time sets the tone for the day.

What woman inspires you right now and why?
Taylor Swift. She’s been a class act in the face of decades of scrutiny and built a record-breaking business. She’s unapologetically herself and crushing it in a male-dominated industry.

What is one industry trend you’re closely tracking and why?
The rising demand for unique, personal experiences. Travelers are craving authenticity and are willing to pay for something that feels special and off the beaten path.

What is one thing you look for when interviewing a job candidate?
Passion for learning. You can teach skills, but you can’t teach attitude.

What’s something you learned about yourself in the past year?
I don’t have to do everything perfectly. Letting go of perfectionism has helped me focus on what truly matters.

What is the best piece of advice you’ve ever received?
Do what you love, and it won’t feel like work. I learned that the hard way after years in finance. Following my passion for travel changed everything.

What values are most important to you as a leader?
Kindness. You can set high standards without being unkind. Kind leadership builds trust and drives performance.

What’s the most important thing people should know about you?
I love learning – new skills, cultures, languages, ideas. It keeps my mind fresh and fuels innovation.

What’s a tip you have for productively leading a hybrid team?
Clear, consistent communication. We embrace hybrid work but prioritize culture through weekly all-hands meetings and daily team check-ins.

Where is your favorite place you’ve traveled to and why?
Finland, to see the Northern Lights. We were there during a solar storm – it was pure magic.

What is the top item on your bucket list?
Bhutan. I’ve heard it’s incredibly peaceful, and I’d love to explore the temples and natural beauty.

What do you do to recharge?
Travel! I take 2𔃁 international trips a year – it’s the best way for me to reset and gain perspective.

What is your biggest accomplishment?
Starting Karia. After pivoting from a failed travel startup post-COVID, I built something meaningful that helps hotels create curated experiences for guests. It’s been a wild and rewarding ride.

What advice would you give to the next generation of female leaders?
Just go for it. If there’s something you’re passionate about, try it. You can always return to what you were doing – but you’ll regret not trying more than trying.

What gets you up in the morning?
I genuinely love what I do. Right now, I’m planning a harvest weekend in the Northeast with local artisans – it’s so fulfilling.

What do you like most about being a member of Women Leading Travel & Hospitality?
The community. I’ve attended a few NYC events and loved meeting other inspiring women in the industry.

Connect with Shanna on LinkedIn. 

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