This is Part 2 of a two-part series. Click here to read Part 1.

TORONTO — To most people, the differences between managing a travel provider made up of employees and managing a travel distributor made up of independent contractors are fairly obvious. But for Zeina Gedeon, the newly appointed CEO of Travel Professionals International (TPI) and former CEO of both Air Canada Vacations and TravelBrands, one thing remains the same: “Everything we do is related to understanding the needs of our primary customers.”

In TPI’s case, this would be travel advisors, who Gedeon has been tasked with providing tools and programs to achieve their success. As reported on Travelweek.ca yesterday, Gedeon, who brings with her over 20 years of experience in the travel industry, has taken over the reins of TPI, effective immediately. In her new role, she will focus largely on growth and innovation.

“TPI is the #1 Independent Advisor and agency network in Canada, however there is always room to grow. With increasing consolidation in our segment in Canada and also in the USA, it is important that TPI stays at the forefront of Advisor growth and revenue growth,” Gedeon tells Travelweek.

In terms of acquisition goals, Gedeon says that TPI’s main focus is individual Advisor acquisition, followed by storefronts, followed by agency groups.

To achieve sales and commission growth plans for existing advisors, the organization is focusing on higher margin products such as cruise, groups and FIT components, including those offered via Virtuoso. “We are increasing promotions, consumer events and lead-generation programs around these products via offline and online channels,” Gedeon adds.

As for innovation, the team at TPI will be focusing on its exclusive Lynx marketing module, which allows advisors to utilize an automated content distribution system to push the latest promotions and information to their clients via their website, social media pages and email database.

“In addition, we are reviewing further innovative tools to increase our back-office efficiencies in order to provide the highest level of service to our advisors at the lowest possible cost, which will free up further dollars to focus on advisor-facing initiatives,” she says.

Of course, all this is necessary to help independent advisors overcome what Gedeon says is their greatest challenge: alternative booking methods.

“The main challenge that Canadian independent travel advisors face in the market today is how to differentiate themselves from other booking methods such as direct booking online and OTAs,” she notes. “This can be done by arming themselves with the knowledge, expertise, customer relationships and excellent customer service skills, all of which is how travel advisors can show their value.”

Despite these challenges, Gedeon believes that overall, the independent travel advisor segment in Canada is in good shape, and that it will continue to grow as more advisors see the value in working independently.

“For experienced travel advisors in a bricks and mortar setting, the majority of their bookings are from repeat clientele. There is no need for a travel advisor to sit in a storefront location when their major sales activities are via phone, email and social media interactions with existing clients. Event when it comes to new clients, the majority will come to the advisor through digital means or through referrals from existing clientele,” she says.

“Once you take out the need for a retail location, that frees the travel advisor to work independently with the ability to take advantage of higher commission earning opportunities since they won’t be required to share their earnings to assist in covering the overhead costs of a retail agency.”

Moving forward, how confident is Gedeon in her ability to maneuver her way around the specific needs of at-home agents?

“Independent travel advisors come with a unique set of needs when compared to dealing either with end-consumers or with employees,” she says. “TPI has 24 years of experience in understanding the differences, and I will be leveraging that existing knowledge within the company to further focus on the needs of the independent market.”