Business Development Managers are a critical link in the travel eco-system, promoting the products of their cruise line, airline, hotel chain or tour operator employer, while supporting the efforts of travel advisors who bring those products to the consumer. An effective BDM helps facilitate growth opportunities for both their companies and their strategic partners.
In this new series of articles, TravelPulse Canada profiles some of Canada’s leading travel industry BDMs in their own words, including advice on how you can make the most of this important relationship.
Krista Rothfuchs, Independent Advisors Manager at Air Canada Vacations
Air Canada Vacations is celebrating the first anniversary of its ACV@Home support program for independent agents. (Photo Credit: Air Canada Vacations)
Rothfuchs’ 20-year career in travel began with a part-time travel consultant role at Marlin Travel as she studied tourism at Ontario’s Mohawk College. She then spent nearly eight years with Transat in inside sales, before joining Air Canada Vacations as an Area Sales Manager in 2012. In 2022 she took on an exciting new role, supporting Canada’s growing network of independent travel professionals through the ACV@Home program. She was recently promoted to Independent Advisors Manager.
TravelPulse Canada: What do you see as the core components of a BDM role?
Krista Rothfuchs: Passion for the brand you work for and passion for the people you support. It’s the ability to be both an ambassador for your company, and an advocate for the advisors that you work with. BDMs are often fantastic mediators!
TravelPulse Canada: You were the first Sales Manager in Canada specifically assigned to independent advisors. How is this different from your previous responsibilities as a BDM to the broader agent community?
Krista Rothfuchs: Since I’m supporting a larger number of advisors, I‘ve transitioned into being home-based, like most of the advisors I engage with. I’ve focused my efforts on training and providing 1-on-1 support for advisors that want to work with us.
Instead of making day-to-day sales visits, advisors can meet with me on their time for custom sales chats. We can discuss growing their business, learning how to use ACV tools and systems, chatting about mutual opportunities. It allows me to cater to the individual advisor, their needs and their schedule.
ACV’s first-ever fam solely for independent travel professionals took place in Saint Lucia in 2023. (Photo Credit: Bruce Parkinson)
TravelPulse Canada: What are the most impactful changes you have seen in the travel advisor community over the past few years?
Krista Rothfuchs: I’ve seen my particular network of advisors become more motivated than ever to be successful. I love collaborating with agents who come to me and WANT to be effective in what they do! The ideas they bring to the table are always inspiring.
I’ve noticed that more and more advisors are concentrating on a niche; although they may be open to selling all product, their specialty will be evident. Whether that’s a type of product (eg. wedding groups) or a focus on partnering with specific suppliers, I often encourage newer agents to figure out what they prefer selling and who they enjoy working with. That way they can establish a rapport with the BDMs who will support them in turn, and they can build trust in that relationship for them and for their clients.
The Air Canada Vacations Team: Ana Paula de Souza, Elish Tait, Krista Rothfuchs and Erminia Gallina. (Photo Credit: Bruce Parkinson)
TravelPulse Canada: What are the most common requests/questions you get from travel agents?
Krista Rothfuchs: Independent advisors often work alone, and may not always have the support system that an agent would have in an office setting, so I receive a lot of questions looking for direction and training. I want to help advisors be as self-sufficient as possible so that they know where to find the answers they need, and they know who to reach out to in each type of situation. I applaud the advisors who are proactive in using the tools we provide to them and their head offices to ensure they’re as informed as is possible in our industry that’s ever changing!
TravelPulse Canada: How can advisors take advantage of the resources you offer in the most efficient way possible?
Krista Rothfuchs: Last year, we created a Masterclass training program for the advisors we work with in the ACV@Home Program. It’s a 10 module course that I encourage all of our advisors to take advantage of, especially those who are newer to the industry. Not only will it give them the basics of what we do, there are also tips, tricks and how-to’s for booking and using our product. There is rewarded incentive for agents to complete the program, too!
Being engaged in our newsletters and exclusive Facebook group is also a great way to stay connected when we have news, training opportunities, incentives and FAMS to share.
Air Canada Vacations recently honoured independent agents at its Simply The Best Awards. (Photo Credit: Air Canada Vacations)
TravelPulse Canada: What advice would you give advisors for working with their BDM?
Krista Rothfuchs: Something that goes both ways in this particular business dynamic is appreciating that respect and kindness are never underrated. As partners we are working together towards mutual success and we should always recognize the value that can come from our relationships!
