Celebrating a Leader of Immense Impact:
Lynn Cutter
It is not often one encounters a leader who propels iconic brands to their historic zeniths. Yet that is what Lynn Cutter has done—twice! On the eve of her retirement from a stellar career, we mark this moment to celebrate a woman whose unparalleled strategic mastery, marketing acumen, analytical brain and keen sense of human potential have had a profound impact on two organizations and countless careers.
Starting in 1998, when Lynn first came to the National Geographic Society as its Senior VP of Travel and Business Development, we marveled at her vision. One day, early in her Nat Geo career, she presented boldly to a rapt audience at the Society, describing how, within a decade, National Geographic would become a household travel brand. I remember the projected numbers for revenue and travelers on the slides being so large that a skeptical murmur rippled through the room. Yet, barring the 2008 downturn, Lynn not only reached her goals, but soon surpassed them when the economy recovered. Lynn’s power went beyond her vision—she matched this with an ability to connect dots within vast and long-established organizations—a Herculean feat! Lynn also leveraged partnerships that align in mission and caliber, bolstering her vision—and resulting in exponential growth in revenue, programs and travelers. During Lynn’s tenure at Nat Geo Expeditions, ATA saw its business boom and scale like never before in its long history. Between 2014 and 2018, ATA and Nat Geo successfully operated over 50 Cuba trips every year, not to mention a long list of enriching programs including New Zealand Adventure, D-Day Anniversary, French & Spanish Caves, Swiss Trains & Italian Lakes, Morocco, and many more.
Just before the pandemic, we were thrilled to see Lynn return to the industry as Smithsonian’s Senior Vice President of Travel under Enterprises. Little did she know that a global pandemic would hamper her first two years of work. Fast forward to 2024, and Lynn’s Midas Touch is once again dazzling with record results for Smithsonian Journeys, a travel brand that ATA has worked with since its establishment in 1975. Lynn has shared her expertise and vision with Smithsonian Journeys’ stellar team and set the program on an upward course to reach even greater heights.
It is bittersweet for us at ATA to lose Lynn as a partner and colleague. Today, we celebrate her achievements and her legacy, and wish her the absolute best life has to offer in this next chapter. Thank you, Lynn, for all you have done and for the inspiration!
