By MICHAEL BAGINSKI/ Not to put too fine a point on it, but leading Canadian IC organization Trevello is “created by women for women,” says Zeina Gedeon. And with the retail industry in this country dominated by men, “that’s big,” says the company’s chief executive.
Long one of Canada’s most prominent travel executives – female or otherwise – Gedeon knows of which she speaks.
“If you look at our industry today, it’s better, but I remember in 2006 when I became CEO of Air Canada Vacations, I think I was the only CEO who was a woman, and for a long time I was the only one.
“So, we’re now starting to see more VPs who are women, but CEOs – how many women are there today? It’s getting better, but it’s nowhere near (where it should be). If you look at the percentage of women workers in the industry versus leaders, it’s pathetic.”
Indeed, Gedeon says that when she joined Trevello (formerly TPI) a few years ago, 95% per cent of its advisors were women.
And while the ratio is now about 70% with more men (and couples) coming into the fold – which Gedeon says is “very nice to see” – she maintains, “it’s still largely women – and having a woman CEO is a big selling point (and) it makes a huge difference with our advisors that it’s (an organization) dominated by women.”
That’s because “they have come from companies where most of the leadership is men, and all the workers are women. They hate the fact that there is no recognition for all the efforts put in – and it is a point of contention,” she says.
Trevello advisor Aga Tempelaars-Goik agrees. “Everyone within Trevello understands what it’s like to be a working mother and the struggles of juggling a full-time career with managing kids! The sense of community and shared support is an important part of my professional environment,” she says.
Another Trevello agent, Shauna Sharp, adds, “Being part of a majority-women-led organization brings a level of understanding, collaboration, and perspective that is incredibly valuable. I believe it does make a difference.”
You’ve got the power
And while Gedeon notes that several women hold leadership roles at Trevello, it is the organization’s priority to also promote members’ leadership aspirations and capabilities.
“We really recognize and push that – women becoming leaders, including as proprietors of their own independent businesses. It is very important. Women are very smart and they are so resourceful and such huge multitaskers. They just have to realize they have the power.”
Gedeon, who has also held executive positions with Air Canada and TravelBrands during her 30-plus year career in the travel industry, acknowledges that stepping out to start one’s own business could be scary.
But doing so with Trevello “behind you,” she says, is not.
“We have so many agents who run their own companies to be part of a group, or to have employees or agents. And we really help them and show them how to do it. We guide them. We offer resources: for example, do you want an accountant, or a designer (to do your own branding)?”
As such, many Trevello advisors, especially those in the Chairman’s Group, have evolved from sole independent agents into full-fledged business owners – and successful ones at that.
Marianne Southall, CEO of the Women’s Travel Club, is one such success story.
“Trevello has given me the ability to operate fully under my own brand, which has been instrumental in growing the Women’s Travel Club into a recognized leader in the women-only travel space across both Canada and the U.S.,” she says. “That level of independence allows me to build something truly unique while still benefiting from the strength and support of a larger network. (Trevello has) also supported my ability to operate a storefront agency, which is an important part of how we connect with our clients and build relationships locally.”
The organization’s mantra was neatly stated in a recent Facebook post celebrating International Women’s Day: “From our amazing advisors building thriving businesses, to the leaders, innovators, and teams working behind the scenes… At Trevello, we’re incredibly proud of the inspiring women across our community, and the dedicated team at head office who help keep everything moving forward. Your passion, creativity, and resilience continue to shape the future of travel.”
Proud to be Canadian
Besides being female-centric, Trevello director of engagement Susan Lawson notes that Trevello is also “proud to be Canadian” even as the organization expands into the U.S.
“Our members love the fact at all our employees are Canadian. They asked us not to outsource our work outside Canada and we don’t. It’s a big thing: we’re proud to be Canadian.”
Taken together, advisor Tempelaars-Goik concludes simply, “(At Trevello) it is meaningful to be part of a supportive, Canadian-based network where women are well represented and empowered within the industry.”