Our mission is to continuously grow through innovation and dedication to excellence-one relationship, one destination, one reservation at a time.
Sandy Lovick opened Market Square Travel LLC for business in 1984, with a mission to provide every traveler with exceptional service. Sandy has owned and operated the agency successfully for 40 years and now has 6 locations in Minnesota and Wisconsin. In 1989, Market Square Travel LLC joined the Carlson Wagonlit Travel Team now rebranded as Travel Leaders, allowing us to expand and improve our services, technology, and buying power, which resulted in reduced costs, time savings, and overall better service to our customers. Today, our goal is to be the travel company of choice for our customers, employees, and vendors. To accomplish this, we will provide every traveler the best service available at the lowest possible cost.
Whether planning a family vacation, a romantic cruise for two, a trip to China, honeymoon or a business trip, our agents can offer you a broad selection of travel options and services to meet all of your travel needs. We offer you exclusive specials on domestic and international airfare, cruises, hotel rooms and car rentals.
Our agency is fortunate to offer travelers a wide variety of travel arrangements. We have travel consultants specializing in leisure, corporate, group, meeting and incentive travel. Why spend hours trying to make those travel arrangements yourself when we have travel specialists to do it for you.
In the past 40 years the agency has grown from a small office in the International Market Square building in downtown Minneapolis to a multi-office agency. The agency’s offices include multiple acquisitions and plans of continued growth.
We invite you to browse our website, visit one of our locations in Maple Grove, Rochester, Woodbury, MN and River Falls, La Crosse, Chippewa Falls, WI. You can contact us by phone, book online, or send us an email with questions/comments. We look forward to meeting you, working with you, and becoming your travel professionals of choice.
Travel Agency FAQS
Great question! We totally get wanting the best deal—who doesn’t? While we don’t typically offer discounts in the way you might think (like flash sales or coupons), working with a travel advisor is all about getting the best value for your budget.
At Travel Leaders / Market Square Travel, we focus on adding value—not just slashing prices. That can mean:
- Exclusive perks like room upgrades, spa credits, or early check-in/late check-out
- Special packages only available through our agency partners
- Tailored travel planning that fits your exact needs
- Expert help before, during, and after your trip (think: rebooking missed flights, solving travel hiccups, and more)
We don’t rebate (that’s actually a red flag in the travel world), but we do work hard to ensure your money is well spent. Instead of discounts, you get a seamless, stress-free, and memorable travel experience—like having a travel fairy godmother on your side!
You can, but why stress? With a travel advisor, you save hours of research and avoid the overwhelm of sorting through hundreds of options. We bring real experience, insider knowledge, and a human touch to planning—so you don’t miss out on hidden gems, better routing, or important fine print.
Yes, we do charge professional planning fees for most of our services. Think of it like hiring an expert to manage one of the most important things you invest in—your time and your travel memories.
These fees cover our time, expertise, research, personalized recommendations, and support before, during, and after your trip. We don’t just book—we design custom experiences tailored to your interests, needs, and preferences. And unlike an online search engine, we’re here for you if anything goes wrong.
Most of our clients find that the value we provide far outweighs the planning fee, especially when it comes to saving time, reducing stress, and getting insider perks they didn’t even know were possible.
Great question! Here’s the scoop on the difference between a travel agent and a travel advisor:
Travel Agent:
A travel agent is someone who mostly focuses on booking travel—flights, hotels, tours, and so on. They often work with the travel products and deals available and help you purchase those options.
Travel Advisor:
A travel advisor goes a few steps beyond just booking. Think of them as your personalized travel consultant, planner, and problem solver all rolled into one. They take the time to understand your unique travel style, preferences, and dreams. Then, they craft tailored itineraries with insider tips, exclusive perks, and special experiences you won’t get just by searching online. Plus, they support you before, during, and after your trip to make sure everything goes smoothly.
In short:
Travel agents book your trip, travel advisors design and enhance your entire travel experience.
At Travel Leaders/Market Square Travel, you get the full travel advisor experience—because we believe you deserve to Travel Better
Yes! One of the best reasons to use a travel advisor is having someone in your corner when things go sideways. Missed connections, canceled flights, unexpected weather—we’re here to help fix it fast. You’re never just a booking number with us.
We do it all—romantic getaways, family vacations, luxury cruises, bucket-list adventures, group trips, destination weddings, and more. Whether you’re dreaming of river cruising through Europe or relaxing in an overwater bungalow in Bora Bora, we’ll design a trip that fits your style and budget.
Here’s what to expect when booking with a travel advisor for the first time—your personal guide to a smoother, smarter travel experience:
Getting to Know You
Your travel advisor takes the time to learn about your interests, travel style, budget, and any special preferences. No cookiecutter trips here—your vacation will be designed just for you.
Customized Travel Options
Based on what you want, your advisor will suggest exclusive vacation packages, activities, and destinations that match your vibe, whether it’s arts and culture, adventure, relaxation, or something entirely unique.
Handling the Details
They take care of all the bookings—flights, hotels, transfers, excursions—and use their insider relationships to get you perks and amenities you can’t find online.
Helpful Travel Prep
Before you go, your advisor provides packing tips, essential travel info, mustsee attractions, and anything else to make your trip hasslefree and memorable.
Support Throughout Your Journey
If any unexpected issues arise—like flight cancellations or changes—they’re just a call away to help resolve it. They also offer travel insurance options to protect your investment.
Relax and Enjoy
With all the arrangements handled, you get to focus on enjoying your getaway and creating amazing memories.
Booking through a travel advisor means personalized service, expert advice, exclusive access, and a partner who’s with you every step of the way. That’s how you truly travel better!
