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.
A good business development manager needs to understand your job to do theirs well.
For Club Med’s Samantha Gillingham, that’s not a problem, because she’s done your job.
From making manual schedule changes for Air Transat as a Seneca College co-op student to becoming a team leader at Flight Centre, then a corporate sales manager for Jet Airways, a group sales manager at Sunwing and now Key Accounts and Business Development Manager for Club Med, Gillingham has gained broad knowledge and experience over a 15-year career.
A conversation with Samantha reveals one major reason for her success – she is passionately loud and proud about the product she represents. That may sound easy when you’re promoting a company with 80 dream-delivering, all-inclusive resorts in some of the world’s most desirable locations. But her energy and commitment makes her stand out – and that’s one of the reasons several people suggested they would like to see her as part of this series.
Promoting Club Med's first resort in Canada. (Photo Credit: Samantha Gillingham)
TravelPulse Canada: What do you see as the core components of a BDM role?
Samantha Gillingham: First and foremost, be present. Make yourself accessible. Ensure that your clients can trust you and know how and where to find you. Sure, as BDMs we’re not tied to a desk, we’re out on the road, but its key to be present. This will only help build your clients trust in not only you, but the brand you represent.
Be fun and unique! Stand out, be passionate, show the crowd what you’re capable of and what makes you different. Get creative with how you’re presenting your product. Don’t let your trainings get boring, shake them up! Utilize your network! At Club Med, we have a global team and we have the capability to showcase that. Let it be with a Chief of Village on a virtual site inspection, or even a Facebook live with the GO team on site, perhaps even with the ski instructors in the Alps, we have the Club Med network at our fingertips.
Being a BDM means keeping a lot of balls in the air. (Photo Credit: Samantha Gillingham)
TravelPulse Canada: You have a wide range of experience as a travel consultant, corporate account manager and group sales manager. How does this background help you do your job better?
Samantha Gillingham: I always tell my agents that I can relate to them since I was also front-line for a very long time. Their clients need answers, they’re working on a time constraint, we need to support them as their BDM. I don’t take this lightly as I know a quick turnaround can elevate your business.
I’ve also touched pretty much every part of this industry from front-line selling to hotels, airlines, tour operations, corporate travel and groups. I can speak confidently on all components. Each one of these sectors ties in perfectly with my role now as we not only work with the front-line very single day, but we also have a key role in understanding local hotel operations in village, airline pricing and policies, insurance, and even finding leads for corporate groups which we have a great track record closing with our amazing groups team!
Samantha Gillingham at Club Med La Rosiere, French Alps. (Photo Credit: Samantha Gillingham)
TravelPulse Canada: What are the most impactful changes you have seen in the travel advisor community over the past few years?
Samantha Gillingham: Building their own unique brand. I’ve seen this across the board with my agents. They’re focusing on what they’re the expert in. There has been a big shift from booking online vs using an agent, especially after COVID, and our agents are using their expertise to close those “harder sales.”
It can be groups, corporate or weddings, or focusing on a niche, from bucket-list bespoke style travel, family adventures (which has REALLY taken off!!), or even sporting groups. I’ve found that once the agents are hyper focused on what works, they can utilize their BDM network to drive the enquiry, get their social channels up and running, and, in turn, close that sale.
Club Med's Samantha Gillingham at ACTA's Calgary Agent Appreciation Night, March 2024. (Photo Credit: Samantha Gillingham)
TravelPulse Canada: Club Med is a distinct product. How important is educating advisors on what makes it unique?
Samantha Gillingham: Our #1 goal – change the mindset of our agents to keep Club Med TOP OF MIND! Educate, Educate, Educate, this is our mandate. From webinars, to fams, virtual sales calls, and even Facebook live broadcasts straight from destination, we are busy making sure that our agency community knows what we have to offer!!
My colleague Tyler Mattioli -- many of you know him -- we have taken on English Canada by storm and want to ensure that we’re present on a daily basis for our trade community. We also encourage our agents to sign up on Club Med TA, their online portal, and complete the Club Med Specialist program at their leisure, to gain access to the brand, and also have their names front and centre when clients are looking for that Club Med expert.
Photo taken during one of "#SamsFAMs" at Club Med Val D’Isere in the French Alps. (Photo Credit: Samantha Gillingham)
TravelPulse Canada: What are the most common requests/questions you get from travel agents?
Samantha Gillingham: Two questions we get often:
Number One -- “Is Club Med still around?” – Yes we are! And stronger than ever!
Number Two -- “Really? Each Club Med GLOBALLY is All Inclusive? I didn’t know that!” – yes my friend, every.single.one is fully all inclusive!
It’s questions like these that make it imperative that we as a sales team do everything we can to ensure our advisors know where to find all required information, how to book, and understand their support network. We want them to be autonomous and also feel confident and empowered to sell the product!
TravelPulse Canada: How can advisors take advantage of the resources you offer in the most efficient way possible?
Samantha Gillingham: Online with Club Med Travel Agents, our online portal for the trade inclusive of our NEW and improved booking engine, Club Med University to become a specialist, PLUS all resort information. We also invite our trade community to join us on our agent only Facebook Groups, Club Med Samantha and Tyler as well as Club Med: Ariane et André vous étonnent. Lastly, sign up for our weekly newsletters to get the latest information on FAMs, incentives, product spotlights and all promotions!
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