Like many of us, Lori Patterson didn’t start out seeking a career in travel.
“It was never a dream, a plan, a goal, nothing like that. I just kind of fell into it,” said the industry veteran who retired from Holland America Line late last year after a travel industry career spanning more than four decades.
Also like many of us, once Lori “fell into” travel, it was hard to get out. Once the wanderlust and industry spirit gets into your veins, the addiction requires constant feeding.
“The one thing about this industry, it gives you a sense of the world, and the people in it. We are so lucky to have that opportunity, so lucky,” Patterson says.
It was in Calgary in 1982 when Lori joined the Alberta Motor Association Willowpark - AMA) branch in Calgary as a receptionist. “It was a long time ago. People could smoke at their desks! I greeted clients at the door, helped to hand-write tickets, and learned everything on the job.”
She became an agent, then moved up to open and manage a new AMA location in Calgary’s Crowfoot district. It was around that time, in 1989, when Marion Dyksterhuis, now a seasoned TTAND advisor, first met Lori.
“I was hired to replace her as an agent at the AMA Willowpark branch in Calgary. Through our years at AMA, Lori became my mentor and confidant as I became a branch manager myself. I couldn't have done it without her support. I learned so much from her.”
“Oh The Shenanigans!”
“We had so much fun in those days,” Dyksterhuis continues. “Work hard, play harder! Life was full of fun trips, conferences and laughs. Oh the shenanigans! We became lifelong friends.”
Dyksterhuis moved to Ontario in 1998. As luck would have it, Lori met Doug Patterson – former long-time executive with The Travel Corporation, and moved in to the apartment below Marion in Toronto’s Beaches. “We were there for each other yet again! Two Alberta girls in an Ontario world,” Dyksterhuis says.
Doug and Lori Patterson doing what they love best -- travelling and laughing. (Photo Credit: Doug Patterson)
In 2000, Holland America Line reached out to Doug, then president of Insight Vacations Canada, asking if he knew anyone looking for a District Sales Manager position. He recommended Lori.
“I had cruised many times with Holland America and taken groups on their ships. I loved the product and was thrilled to take the job,” Lori says. She took over the role from well-known industry veteran Kim Uno, who had moved on to a position with Royal Caribbean.
“That was 23 years ago and it feels like the blink of an eye,” Lori says.
“So much has changed in the world and within the industry. It’s a serious business now, but in those early years it was just so much fun. We worked hard, and we had a blast. There was so much more opportunity for travel experiences to learn about destinations. People came to agents as the sole reference for information. The client expectations are completely different now.”
Goldsmith & Patterson: The Holland America Bookends
The bookends: Mary Goldsmith, (left) and Lori Patterson (right) covered different parts of Canada together for HAL for many years. (Photo Credit: Lori Patterson)
Patterson joined HAL at about the same time as Mary Goldsmith, and the pair worked closely together for many years. “We were like bookends.” She also names Christine Thurlow and Tammy Norman as cherished friends and colleagues. “We relied on each other heavily.”
Now retired, Goldsmith spoke to TravelPulse Canada about her friend and former workmate.
“Lori and I started the same year (2000) at Holland America Line as colleagues that soon grew to a lifetime friendship. She was always there for her agents, colleagues and friends. I consider myself fortunate to call Lori my friend and look forward to making new memories in this new chapter of her life.”
Lori says her husband was a major support as she transitioned to a new role. “He was always my biggest cheerleader. I had never been a BDM, and I was on the road constantly. There was no GPS then, and many a night I would call him, hopelessly lost somewhere in Eastern Canada”
She also has praise for her long-time employer. “Holland America Line has remained such a stable force in the industry. They were really good to me over more than two decades. The leadership has always been consistent. And being part of Carnival Corporation was a big asset during these last very challenging years.”
When Lori started at HAL, Windstar Cruises was also part of the portfolio. Later, Seabourn came on board as a sister line, and Lori began educating Canadian travel agents about this luxury product.
“It was an amazing brand to represent. Entering into the luxury space was thrilling, because the people behind Seabourn are driven and passionate about being the best. Both HAL and Seabourn are just excellent products and it was a privilege to work for brands of this quality.”
Alaska is a favourite destination for Lori. But it can be dangerous... (Photo Credit: Lori Patterson)
Inaugurals Were Always A Highlight
Asked about favourite moments in her career, Lori says the launch of a new ship was always a highlight.
“I loved inaugurals. Any time you launch a new ship, you see the immense amount of effort it takes to pull it off. To be able to showcase a new ship to travel agents is amazing.”
Lori led many fam trips over the years, introducing advisors to HAL and Seabourn ships. (Photo Credit: Lori Patterson)
Patterson’s previous experience as an agent held her in good stead as a BDM. “I did what they did. I admired their role,” Lori says. “For so long, travel advisors were underpaid and undervalued, and for a long time, many were giving away their expertise for free. They shouldn’t have to do that. They are talented people who work tirelessly on their clients behalf.”
Shawn Friesen, now a multi-unit franchisee with Expedia Cruises, says Lori was a big help when he joined the business.
“I started out in 2007 not knowing much about the travel industry. Lori was one of the first cruise reps to reach out and was that kind voice for someone new. Anytime we needed help with a messy file Lori was always there.”
Lori says she witnessed many exceptional moments over the 24 years she spent with HAL and Seabourn, but nothing had more impact than the pandemic.
“During the early COVID outbreak, our ships spent many months at sea fully staffed. We devoted exceptional time and resources to keep our staff safe until we repatriated every one of them home. This extraordinary effort will forever stay with me.”
Waving the flag: interacting with advisors at trade shows and conferences was a big part of the job. (Photo Credit: Lori Patterson)
Staying Sane During The COVID Years
During COVID, Vancouver-based HAL BDM Tom Steer and Lori were the last BDMS for HAL in Canada as the cruise industry shut down. “We relied on each other a lot to maintain our sanity,” she says. He is a treasured friend and colleague.
She expresses great admiration for any advisor who made it through COVID and came out the other side still in the profession. “It was taxing on everybody, but so much more for the frontline workers.”
The COVID years and the first couple of years of recovery made for a challenging denouement to a successful career. But Lori has no regrets.
“I have been so lucky in my life to have been in this industry since I was 20 – it has truly made my life what it is. I met my husband while in this business and we have built our lives in this industry. My lifelong friends and family around the world have been my early inheritance and enhanced my life, so I think that is a lot to be thankful for.”
We’ll give the last words to the other Alberta girl, Marion Dyksterhuis. “Lori and I have been through so many ups and downs over the years and I am so grateful she is in my life. She is the best of people. Congratulations on your retirement, Lori! So well deserved.”
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