This piece originally published in the Key Notes on Travel summer issue. In this special section, we take pause to recognize and profile the many dedicated professionals who work to support Canadian travel advisors every day. Selling travel involves wrangling a lot of moving pieces and we tip our hats to those who help bring it all together.
Business Solutions Manager, Western Canada
YEARS IN TRAVEL: 40+
Were you always destined to work in the travel industry?
Yes. I’ve loved airplanes ever since my very first flight and am fascinated by different cultures. What’s kept me in this business are the great people.
There are so many ways to travel. How does TL Network ensure marketing communications resonate with the right traveller?
Our award-winning Engagement program is segmented to send the right message to the right demographic in our members’ client database. Our marketing messages vary according to the clientele: families, baby boomers, singles or couples. An agency can send out the same supplier promotion to each target but adapt the message so it resonates with the target’s travel goal. Our direct mail promotions, branded with our members’ logo and contact details, pair inspiring editorial content with travel offers. We find that if an agency does not communicate with their clients on a regular basis, the client may end up booking elsewhere or directly with a supplier.
Tell us about marketing leisure travel to consumers in 2019.
Both print and digital have their advantages which is why we strategically combine the two. Print materials, especially magazines, resonate with boomers who appreciate the physicality of paper. Digital, of course, is where millennials live. Not only does digital allow us to more accurately track the success rate of each promotion, it gives us the opportunity to showcase the unique travel experiences our members can create.