Travel Tech Innovator Profile: Solutionz

Giving More to Create More Value in Travel 

Solutionz is helping redefine the future of travel technology by combining innovation, personalization, and purpose-driven growth. Founded by Chicke Fitzgerald, who literally wrote the book on Global Travel Distribution, the company draws on more than four decades of travel and travel technology expertise. Fitzgerald entered the travel industry in 1978 and travel technology in 1982. Over her career, she worked with industry leaders including Sabre, Travelport, and SITA before launching her own consulting company in 1996, becoming known for helping companies rethink growth, innovation, and customer engagement. 

Her career has spanned the industry’s evolution from legacy Global Distribution Systems to today’s digital and AI-driven platforms, giving her firsthand experience across the full chain of how travel demand is created, captured, and monetized. 

Today, Solutionz positions itself as a “Growth Multiplier,” an emerging SaaS category focused on helping companies create more value from the audiences and relationships they already have. The company’s SMARTtools platform helps brands improve personalization, connect travelers to precise destinations and experiences, and strengthen customer engagement without losing the human side of travel. 

Purpose is also central to the company’s mission. Through its TravelingToGive™ initiatives, Solutionz directs portions of revenue toward charitable causes supporting nonprofits, veterans, and anti-human trafficking efforts—reflecting Fitzgerald’s belief that business growth and social impact are stronger when combined. 

With 179 years of combined travel technology experience across its leadership team, Solutionz brings a seasoned perspective to conversations around AI, personalization, and the future of the industry. Fitzgerald believes travel companies must apply AI thoughtfully, especially as many brands struggle to maintain authentic customer relationships and trust in an increasingly automated world. 

“Travel Tech creates an opportunity to collaborate with innovators who are shaping the future of the industry,” said Fitzgerald. “I’m especially excited about the conversations around AI, personalization, and building technologies that strengthen both business growth and human connection.”

Guided by the belief that “giving is not what we do, but who we are,” and that companies that “give more, make more,” Solutionz is helping shape a more connected, innovative, and purpose-driven future for travel technology.