Meet Sara Niccum

We were lucky to catch up with Sara Niccum recently and have shared our conversation below.

Sara , we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.

I didn’t grow up near Disney- I come from far away, Minnesota. But I did grow up glued to the commercials, dreaming of magic far from my home. Disney felt like hope, joy, and something bigger than me. Every time I visited as a kid, I left already wishing I could go back.

After I got married, my mom was diagnosed with cancer. We started planning one last trip together — something special before she passed. But we didn’t make it. She died before we could go, and my dad passed just 22 months later.

It was a season of deep grief. But once the dust settled, I felt like they’d want me to carry on with that dream. So, my husband and I planned our first family trip to Disney World — with the help of a travel agent — and finally made it in December 2020.

That trip healed something in me. It reminded me of what joy feels like — and sparked something I didn’t expect.

Working with that agent made me think: what if I could do this for other families? I started asking questions, learning everything I could, and finally took the leap.

This wasn’t the path I imagined when I dreamed of working with Disney as a kid — but it’s even better. I get to help families make core memories, chase joy, and experience something magical together. And that? That’s purpose.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

I’m a wife, mom to three (ages 9, 7, and 3 at the time of writing), and I live in a suburb of Minneapolis, Minnesota. I’ve always loved our summer vacations and getting the chance to travel growing up, but just like any kid, I had a favorite destination
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My love for Disney started early, but it’s never been just about the movies — it’s about the magic you feel. Whether it’s putting on your favorite childhood film, hearing that one song that gives you goosebumps, or walking into the parks and spotting your favorite character — that spark of joy is what inspires me. That feeling of magic isn’t exclusive to Disney, either; it can happen anywhere. There’s something incredible about walking into a beautiful resort for the first time or exploring a destination that’s brand new to you.

I truly believe that every family needs — and deserves — time away together. We all need space to pause, reconnect, and make unforgettable memories. There’s something powerful about stepping out of the ordinary and into an extraordinary experience. These moments become the core memories that carry us through the busy and sometimes overwhelming rhythm of daily life.

As a travel planner, my goal is to take away the stress and decision fatigue that can come with vacation planning. I want my clients to know I care deeply about their trips — whether it’s a first family vacation, a long-awaited honeymoon, or a milestone celebration. I know how much time, thought, and emotion goes into planning a meaningful getaway, and I consider it a true honor to help bring those dreams to life.

One thing many people don’t realize is that working with a travel concierge like me doesn’t cost anything extra. My services are paid for by the travel providers you book through — not by you. So when you choose to work with me, not only do you receive expert planning, personalized recommendations, and stress-free support at no added cost, but you’re also supporting a small business. You’re helping me live out my dream of working from home, doing something I love, and contributing to my family while raising my kids. It’s a gift I don’t take for granted — and I’m so grateful for every client who lets me be a small part of their big adventure.

But more than that, it’s about the peace of mind I bring to your experience. I take on the stress and the behind-the-scenes logistics so you can stay focused on the fun, the excitement, and the joy of the journey ahead. I’m there to handle the details, answer the late-night questions, and walk alongside you every step of the way. What makes my work special is how personally I take each trip — I connect with the vision you have, and I treat every vacation like it’s my own. Because I know how important these moments are. And I want you to feel cared for, confident, and free to make memories that last a lifetime.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

For anyone just starting their journey, my advice would be: stay curious and open. You don’t need to have all the answers on day one — but if you’re willing to learn, ask questions, and figure things out as you go, you’ll keep growing. Don’t be afraid to say, “I’m not sure, but I’ll find out.” That mindset builds trust and keeps you moving forward.

Second, create systems that work for you — not ones that just look good on paper. Whether it’s how you organize client information, track tasks, or manage your time, find a method that fits your brain and your life. And most importantly, make it simple enough that someone else could help you if needed. That kind of clarity is empowering and allows you to scale without burning out.

And lastly, trust that progress doesn’t have to be loud or perfect to be meaningful. Little steps, taken consistently, will add up in ways you can’t always see right away. Give yourself grace, celebrate the small wins, and know that it’s okay to evolve as you go. That’s part of the magic.

As we end our chat, is there a book you can leave people with that’s been meaningful to you and your development?

A book that has had a huge impact on my personal and professional growth is The 6 Types of Working Genius by Patrick Lencioni. It helped me understand how I naturally show up in work and collaboration, and more importantly, gave me permission to stop trying to force myself into areas that drain me.

My working geniuses are Wonder and Enablement, and when I discovered that, it was like a lightbulb moment. I realized that the things I love most — dreaming big, helping others, supporting clients in meaningful ways — are actually my strengths, not just nice personality traits. I don’t have to be the one inventing the next big thing or pushing tasks over the finish line with tenacity (my areas of frustration), and that’s okay. Instead, I can thrive when I stay in my zone of genius and build systems or support around the areas that don’t come as naturally to me.

One of the most powerful takeaways from the book was that every type of genius is necessary — and no one has all six. That’s been freeing as a small business owner. It gave me the language to ask for help, accept help, and build a workflow that reflects how I work best. It’s honestly transformed how I approach everything from time management to client work to content creation.

Contact Info:

• Website: https://boards.com/a/5HqEk.YzpsHI
• Instagram: https://www.instagram.com/magicaltreatsandtravel
• Facebook: https://www.facebook.com/saraniccumsmartmomstravel
• Other: My quote request page
  https://pages.smartmomstravel.com/sara-niccum-vacation-planning