TravelPulse Canada’s Readers’ Choice Awards Travel Hall of Fame welcomed a new member: Denise Heffron, a respected and influential leader whose career in the Canadian travel industry spans more than three decades.
“It feels wonderful to be acknowledged. A very pleasant surprise! Many of those in the Hall of Fame are my personal travel idols, so it feels pretty great to be included alongside them," Heffron told TravelPulse Canada.
Dennis Heffron, managing director commercial, Flex Pay & Tom Botts, president, Flex Pay (Photo Credit: Jason Lee)
"It’s also prompted me to reflect on my career—all the wins, all the challenges, all of the life-changing experiences. It’s amazing how quickly 30+ years can pass when you are loving what you do.”
In her current role as managing director commercial for Flex Pay, Heffron has helped spearhead the company’s expansion into Canada.
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As part of the startup’s leadership team, she’s also played a role in building the travel advisor strategy for North America, assisting in call centre operations, and overseeing Flex Pay’s air vertical and international expansion.
Her resume includes a long tenure at Transat, where she held senior positions as director of marketing, general manager, and vice president of commercial.
But ask Heffron what she loves most about her work, and the answer is simple.
“I really do enjoy just about all of it, but if I have to narrow it down I’d say building business is my favourite thing to do," said Heffron.
“I love building relationships, getting deals done and then nurturing those relationships. I enjoy negotiating, but the true reward is when you begin to see positive results for all involved. Nothing feels better than that.”
Heffron is quick to acknowledge that her success has been shaped by the people around her—and the industry itself. Her gratitude is front and centre as she accepts the Hall of Fame honour.
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“I’d like to share a message of thanks to everyone for the support over the years and, of course, the lessons learned,” she says.
“I’ve gained so much insight from all my partners, teams, mentors, and competitors throughout my career. Relationships are so important and we are very fortunate to work in such a tight-knit community."
Heffron says she truly appreciates every relationship made over the years and believes this is the main reason the travel industry in Canada is so special.
The journey hasn’t always been easy. Heffron credits the early challenges, including gender imbalances, as key motivators.
“In the early days, it was tougher to be a woman in our industry,” she said.
Denise Heffron accepts 2025 Travel Hall of Fame (Photo Credit: Jason Lee)
“I remember many meetings where I was the only woman in the room but I think that was a great motivator for me and for many others. And now, our industry looks quite different and is considerably more balanced.”
Beyond internal hurdles, Heffron has seen the industry weather countless storms.
“The travel industry has faced many crises throughout my career,” she adds. “I used to joke that running the business was something that we only had the luxury of doing between crises but again, I think that these types of challenges made me more resilient and determined.”
For newcomers to the industry, Heffron offers this timeless piece of advice: “Find a good mentor—someone who is generous with their knowledge, experience and time. I’ve been lucky in this sense and I know that my mentors and champions have played a key role in this journey."
And the best career advice she ever received?
“Early on, one of my mentors told me that managing people would be the hardest thing I’d ever do," she said. "
He was right—humans are complex and nuanced. Everyone has a story, everyone is unique and everyone is motivated by different things. I always try to keep this in mind.
“Any work challenge or industry challenge we may face will be far outweighed by the benefits that our industry brings.
"The ability to travel, experience new places and cultures, and make friends around the world is a true gift.”
Check out the 2025 TravelPulse Canada Readers’ Choice Awards Digital Guide to celebrate and relive this great night in the Canadian travel industry!
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