TORONTO — “A strong woman doesn’t just find her voice. She creates space for other women to find theirs.”

Wise words from Erminia Gallina, Director, Sales at Air Canada Vacations, and the perfect way to kick off ACV’s Women in Business Celebration.

The annual event brought together dozens of industry professionals, all women, from retailers to suppliers, for an afternoon of camaraderie and connection.

This year’s edition featured a panel hosted by Gallina and featuring Lisa Pierce, who recently retired as Air Canada’s VP, Global Sales & ACV, along with Selma Filali, Senior Director, Marketing & E-Commerce, Loyalty Partnerships, Air Canada Vacations, and Zeina Gedeon, President and CEO, Trevello Travel Group.

“Today is about celebrating strength and ambition,” said Gallina, as guests enjoyed high tea service at Etobicoke’s The Vue. “Being in this industry for so many years, we empower each other. We help each other rise to the top.”

Dina Bertolo, VP, Product Development, Air Canada Vacations and Maureen Barnes-Smith, VP, Sales & Marketing for Unique Vacations (Canada) Inc.

“I REALIZED I COULD DO MORE THAN I THOUGHT I COULD DO”

The panel discussion, with insight and front-line stories from all three industry leaders, prompted nods of recognition, laughter and applause from the audience.

“What we see in ourselves is not what other people see in us,” said Pierce, when asked to describe a turning point ‘leadership moment’ in her career. “Back when September 11 happened, I was a station manager at LaGuardia. I had been away for two weeks and that Tuesday was my first day back. I was driving across the bridge, the news was all over the radio and everyone driving could see it happen. I got to the airport, I parked my car and I cried. And then I thought about all the crew members who were now stranded. People asked me, what are we going to do now? And I thought, I’ve just been in my car crying. But I realized I could do more than I thought I could do. And we took good care of those crew members who were stranded in New York City.”

Gedeon was asked about economic empowerment, and what that looks like for women today in the travel industry.

Trevello Travel Group’s (l-r) Clara Power (Power Travel), Susan Lawson, Director of Engagement and Rachel Smith (Zulu Travel)

It’s all about having an entrepreneur mindset, said Gedeon. And that’s something that women may need to cultivate and work at. “Women are not in my opinion pivoting to being entrepreneurs,” she said. “I believe it’s a confidence issue. Own it! We have empathy. And we are so smart, we’re smarter than the men,” she said with a laugh, and getting some cheers from listeners. “It astonishes me what some travel advisors are capable of. They build a business, and then they go home, take care of the kids, they cook, they do so much.”

Filali noted how many women stay in execution mode, when they’re fully capable of becoming strategic drivers. “Women think they need to know everything about everything before they see themselves as an expert, and it’s just not the case.”

Gedeon seconded the notion. “We want to know everything, or we feel we’re not equipped,” she said. “Half the time I don’t know the answer – but I know how to get it. As women we want to have answers to everything, but we don’t need to.”

In line with that thinking, one of Gedeon’s key tips: “Always hire smarter than you.”

DON’T MISTAKE A ‘PAUSE’ FOR INDECISION

When women find themselves in uncharted waters professionally, they may take some time to assess the situation. Don’t mistake that ‘pause’ for weakness or indecision.

Filali noted that in one of her professional roles, she inherited a marketing team that was very operational-driven – and creativity and strategy were outside the organization. “I felt very pressured to make big decisions quickly with this team. But I took the time to pause, and I built a road map, and I identified the talent of the people I inherited.”

The result? Filali and her team ended up winning three Canadian Marketing Awards for their new campaign. “We increased customer engagement, we increased visibility for the brand. What that taught me: trust your gut. And I realized that transformation really starts with casting. If you have the right people in the right role, and you give them a clear ambition, and accountability, they will overachieve. They will surprise you.”

KEY LESSONS 

Key lessons from the industry leaders: “Be adaptable. Help your team and colleagues along the way. Lean on empathy. Don’t be afraid to toot your own horn,” said Pierce. Filali’s take: “We always think we need to be perfect to have confidence. It’s not true.” And from Gedeon: “Build your community, your brand, your network. We can’t work alone.”

When she got to Trevello, Gedeon said she was amazed. Why? “I saw everyone helping everyone. Even people who are competing with each other. I came from the corporate world. I was shocked.”

Gedeon also touched on the importance of giving opportunities to others.

“Bring them to the table. Bring them to meetings,” said Gedeon.  “Let them see what’s happening.”

What working woman isn’t familiar with ‘imposter syndrome’? Gedeon heard about it for the first time recently, and she was having none of it. “Stand straight. You deserve it. Stop putting yourself down. I’ve never worked somewhere because it’s a job. It always has to a passion for me. We need everyone around us to succeed. There’s lots of seats at the table. We think it’s one seat. The reality? Just bring another seat to the table.”

Lead image caption: Host and panel moderator Erminia Gallina, Director, Sales, Air Canada Vacations, with Zeina Gedeon, President and CEO, Trevello Travel Group, Selma Filali, ACV’s Senior Director, Marketing & E-Commerce, Loyalty Partnerships, and Lisa Pierce, recently retired as Air Canada’s VP, Global Sales & ACV