Laura Fernandez is the vice president and head of industry for travel and tourism at SiriusXM. In this role she crafts media solutions that bridge travel brands with their audiences effectively. Her journey with SiriusXM began in 2011 as a sales executive, where she was tasked with launching the Las Vegas market’s advertising sales. She quickly expanded her role, creating and leading new verticals for casinos, tourism, and travel, using the company’s vast resources to fuel her entrepreneurial drive. Her deep connection to music and travel enhances her professional endeavors, highlighting the emotional resonance of both industries. Laura also serves on the boards of the National Alliance for Mental Illness (NAMI) and the Crohn’s and Colitis Foundation. Residing in Las Vegas with her husband, two dogs, and two horses, she enjoys competing in show jumping and relaxing on trail rides in the desert.

In this spotlight, we asked Laura a series of questions about her career journey, her leadership style, what mentors or supporters she’s had throughout her life, and more. Fernandez also shared her thoughts on the top travel trends among audio listeners in a Q&A last week.

Women Leading Travel & Hospitality: How did you get into the world of audio and music entertainment? 

Laura Fernandez: I’ve always loved music; growing up with favorites like Ace of Base, Erasure, and Blink-182, and my all-time favorite musical, Les Misérables. While my stint with the clarinet in elementary school didn’t quite turn into a lifelong pursuit, it helped me realize that my true calling was in the music industry. Merging my knack for sales with my passion for music, I found my niche working in the audio industry.

WLTH: You’ve served in a number of roles at SiriusXM. How did you know it was the right time to pursue something new within those companies?  

LF: I’ve been with SiriusXM for nearly 12 years, and I genuinely love both the culture and the people here. What stands out most is how SiriusXM nurtures intrapreneurship. Initially, I joined as a sales executive to launch our Las Vegas market’s advertising sales. Since then, I’ve taken the opportunity to create and lead new verticals, specifically in the casino and travel sectors. I thoroughly enjoy leveraging our company’s extensive resources to fuel my entrepreneurial mindset!

WLTH: What mentors or supporters did you have along the way in your career journey?  

LF: I’m truly fortunate to have incredible mentors and supporters at SiriusXM, but some of my most influential advocates are the female leaders at the travel brands we partner with. My network means the world to me, and many of these inspiring women are members of Women Leading Travel & Hospitality. Their support and collaboration have been instrumental in my career.

WLTH: What are some of the challenges with being a woman in this field?  

LF: I wouldn’t say there are specific challenges for women in the organization, but personally, I often find I have to work extra hard to speak up in internal calls and meetings. It’s something I’m continuously focusing on — making sure my voice is heard.

WLTH: You’ve been public about your diagnosis of Crohn’s Disease, and you sit on the board of the Crohn’s and Colitis Foundation. How has this impacted your career? 

LF: Crohn’s Disease hasn’t deterred my career ambitions. Diagnosed at 22, I immediately decided not to let this condition define me. I’ve always been open about my diagnosis, helping others understand what I’m dealing with. My career involves public speaking, which can be anxiety-inducing and trigger flare-ups, so transparency about my needs, like taking moments before going onstage, have been crucial for me.  To manage stress, I’ve turned to activities like yoga, Pilates, and especially horse riding, which I’ve loved since I was five. The calmness horses bring is invaluable.

WLTH: What do you view as the role of a mentor? 

LF: To be a sounding board and offer guidance and support as mentees go through their career journeys.