Former Trevello Executive Caroline Hay Lands at Global Travel Collection – Travel Market Report

A Strategic Appointment Shakes the Canadian Travel Landscape

In a significant move that signals a major strategic push into the Canadian market, Global Travel Collection (GTC), the world’s largest community of luxury travel agencies, has announced the appointment of Caroline Hay as its new Vice President of Advisor Business Development & Engagement for Canada. Hay, a widely respected industry veteran and most recently the Senior Director of Host Agency Operations at Trevello, brings a wealth of experience and a formidable reputation for advisor advocacy to her new role.

This high-profile executive transition is more than just a personnel change; it represents a calculated investment by GTC, a division of the powerhouse Internova Travel Group, to solidify and aggressively expand its footprint north of the border. By tapping a leader with deep roots and an intimate understanding of the Canadian travel advisor community, GTC is sending a clear message: it is serious about becoming the preeminent home for Canada’s top-tier luxury travel entrepreneurs. The appointment is poised to reshape the competitive dynamics among host agencies and consortiums vying for the loyalty of Canada’s most productive and sophisticated travel advisors.

For an industry still navigating the powerful currents of a post-pandemic resurgence, where the demand for specialized, high-touch travel has never been stronger, leadership is paramount. Hay’s move to GTC is a bellwether event, reflecting broader trends in the industry: the intense competition for top talent, the increasing importance of advisor support and community, and the booming growth of the independent, luxury-focused travel professional.

Who is Caroline Hay? A Legacy of Advisor Advocacy

To understand the significance of this appointment, one must first understand the stature Caroline Hay holds within the Canadian travel industry. She is not merely an executive; she is a well-known and deeply respected figure, renowned for her unwavering commitment to the success of independent travel advisors. Her career trajectory is a testament to her expertise in the host agency model, a business structure that provides independent agents with the back-office support, technology, and industry connections they need to thrive.

From TPI to Trevello: A Track Record of Growth

Hay’s most recent and notable tenure was with Trevello, one of Canada’s largest and most prominent host agencies. Before its rebranding, the company was known as Travel Professionals International (TPI), a name under which Hay built a significant part of her career and reputation. Joining TPI in a key leadership role, she was instrumental in shaping the company’s operational strategies and advisor support systems. As Senior Director of Host Agency Operations, she was at the heart of the organization’s engine, overseeing the very mechanisms that enabled hundreds of advisors across the country to run their businesses effectively.

During her time at Trevello/TPI, she was a key figure in navigating the company through periods of immense change, including the unprecedented challenges of the COVID-19 pandemic and the subsequent explosive travel rebound. Her leadership was crucial in maintaining advisor morale, adapting business models, and ensuring that the network’s members were positioned for success when travel returned. She played a pivotal role in the evolution of the company, helping to scale its operations while striving to maintain a culture of close-knit community and individual support.

A Reputation Built on Support and Innovation

Throughout her career, Hay has cultivated a reputation for being an “advisor’s executive.” She is known for her accessibility, her deep understanding of the day-to-day challenges faced by travel entrepreneurs, and her focus on providing practical, effective solutions. She has been a champion for new technologies, streamlined processes, and robust training programs designed to empower advisors to increase their efficiency and profitability.

This advisor-centric philosophy is perhaps her most valuable asset. In an industry where the relationship between a host agency and its independent contractors is the bedrock of success, trust is the most critical currency. Hay’s established credibility and the goodwill she has fostered over years of dedicated service make her a powerful magnet for talent. Advisors who have worked with her or followed her career know that her leadership is synonymous with a supportive and growth-oriented environment. It is this reputation that Global Travel Collection is strategically leveraging with her appointment.

The New Frontier: Hay’s Role at Global Travel Collection

Caroline Hay’s new title—Vice President of Advisor Business Development & Engagement, Canada—is meticulously crafted and reveals the dual-pronged strategy GTC is deploying. Her mandate is not simply to manage existing relationships but to actively build and nurture a burgeoning community of elite Canadian travel advisors under the GTC banner.

Defining the Mandate: Business Development and Engagement

The “Business Development” component of her role is clear: growth. Hay will be the face and force behind GTC’s recruitment efforts in Canada. Her primary objective will be to identify, attract, and onboard top-producing luxury travel advisors and agencies who align with GTC’s premium focus. Her extensive network and sterling reputation give her an immediate advantage, allowing her to open doors and start conversations that might be difficult for an outsider. She will be tasked with communicating GTC’s unique value proposition—its unparalleled supplier partnerships, exclusive amenities programs like SELECT Hotels & Resorts, and its global community of like-minded professionals.

The “Engagement” aspect is equally, if not more, crucial. In the modern host agency landscape, recruitment is only half the battle; retention is the key to long-term success. This part of her role involves ensuring that once advisors join GTC, they are integrated into the community and equipped with everything they need to flourish. This includes overseeing training and professional development, fostering a sense of community through events and networking opportunities, and acting as a senior point of contact and advocate for Canadian members within the global GTC organization. It is about creating an ecosystem so valuable that advisors not only stay but become its most passionate ambassadors.

Official Words: A Vision for the Future

The official announcement from Internova Travel Group underscored the strategic importance of Hay’s hiring. Angie Licea, President of Global Travel Collection, to whom Hay will report, expressed immense enthusiasm. “We’re delighted to welcome Caroline to our team,” Licea stated in the press release. “Canada is an important market for us, and we’re looking to expand our presence there. With her deep knowledge of the Canadian travel industry and her passion for helping travel advisors grow their business, I am confident that she will be a tremendous asset to our organization.”

Licea’s comments highlight the dual focus on market expansion and advisor empowerment. GTC is not just planting a flag; it’s cultivating a garden, and Hay has been chosen as the master gardener.

In the same announcement, Hay articulated her excitement for the new challenge. “I’m thrilled to be joining Global Travel Collection and to have the opportunity to lead its growth in Canada,” Hay said. “I have a great passion for the travel industry and for helping travel entrepreneurs thrive. I believe that GTC has the best-in-class tools and resources to help advisors succeed, and I look forward to working with the team to build a vibrant and supportive community for our Canadian members.” Her words reinforce her long-standing commitment to the advisor community and signal her belief that GTC provides the superior platform she needs to fulfill that mission on a new scale.

Understanding Global Travel Collection: A Powerhouse in Luxury Travel

To fully grasp the impact of Hay’s move, it’s essential to understand the organization she is joining. Global Travel Collection is not just another host agency; it is a carefully curated division of Internova Travel Group, one of the travel industry’s largest and most influential corporations. GTC was specifically formed to serve the needs of the luxury travel market.

The Internova Connection

Being part of Internova gives GTC immense leverage and resources. Internova’s vast portfolio includes well-known brands across the travel spectrum, granting GTC unparalleled buying power and influence with suppliers worldwide—from luxury hotel chains and cruise lines to tour operators and destination management companies. This translates into tangible benefits for its member advisors, including higher commissions, exclusive access, and special amenities for their clients that are often unattainable for unaffiliated agents.

A Curated Community for the Elite Advisor

GTC’s member base is comprised of some of the most respected names in luxury travel, including Protravel International, Tzell Travel Group, and Colletts Travel. Its model is built on the concept of a “community of brands,” allowing agencies to maintain their unique identities while benefiting from the collective power and resources of the larger group. For independent advisors, GTC offers a home that is exclusively focused on the high-end market. This specialization means that its tools, marketing, training, and supplier relationships are all tailored to the specific needs of a luxury clientele.

The value proposition is clear: GTC provides the infrastructure of a global powerhouse combined with the feel of a boutique, specialized community. It offers a sophisticated alternative for established, high-producing advisors who may feel that their needs are not being met by larger, more mass-market host agencies. This is the compelling story that Caroline Hay is now tasked with telling to the Canadian market.

Strategic Implications: Why This Move Matters

Caroline Hay’s appointment is a chess move in a much larger game being played out across the global travel industry. It carries significant implications for GTC, its competitors, and the Canadian travel landscape as a whole.

GTC’s Calculated Push into the Canadian Market

The Canadian travel market, particularly the luxury segment, has demonstrated remarkable resilience and growth potential. Affluent Canadians are eager to travel and are seeking the expertise of professional advisors to help them navigate a complex world and craft unique, meaningful experiences. GTC has clearly identified this as a key growth market and recognizes that a generic, one-size-fits-all approach is insufficient.

Hiring a Canadian leader with Hay’s credentials is a surgical strike. It demonstrates a nuanced understanding of the market, acknowledging that Canadian advisors have unique needs, supplier relationships, and business considerations. Instead of managing Canada as a mere extension of its U.S. operations, GTC is establishing a dedicated leadership presence on the ground. This move is designed to build trust and demonstrate a long-term commitment to the Canadian advisor community, making GTC a far more attractive option for top talent.

The “War for Talent” in the Host Agency Sector

The post-pandemic era has intensified the competition among host agencies and consortiums. With a surge in demand for travel advisors, the battle to attract and retain the best in the business is fiercer than ever. Advisors are in the driver’s seat, carefully evaluating which partner offers the best commission splits, technology, marketing support, and, crucially, culture and community.

High-profile executive moves like Hay’s are a key tactic in this war for talent. By securing a leader who is widely admired and trusted by advisors, GTC gains instant credibility and a powerful recruiting tool. It is a statement of intent that will undoubtedly cause competitors to reassess their own Canadian strategies and advisor engagement efforts. This move could trigger a ripple effect, prompting other organizations to bolster their Canadian leadership teams and enhance their value propositions in response.

What This Means for Canada’s Independent Travel Advisors

For the independent travel advisor in Canada, especially those operating in the premium and luxury space, this development is unequivocally positive. It signifies increased choice and a heightened focus on their needs from major industry players.

Firstly, it presents a formidable new option. Advisors who may have felt their niche was not perfectly served by existing host agency models now have a powerful, luxury-focused global player making a dedicated effort to win their business. GTC’s suite of tools, exclusive supplier programs, and global network will be a compelling proposition for those looking to elevate their offerings and cater to a discerning clientele.

Secondly, Hay’s leadership promises an advisor-first approach. Her entire career has been built on this principle, and it is unlikely to change. Canadian advisors considering GTC can have confidence that there will be a leader at the helm who understands their business, speaks their language (both literally and figuratively), and will advocate for their interests within the global corporate structure. This can make a world of difference in the day-to-day experience of being part of a large network.

Finally, the increased competition spurred by GTC’s aggressive move will likely benefit all Canadian advisors. As host agencies vie for talent, they will be forced to innovate, improve their support services, enhance their technology, and offer more competitive terms. A rising tide lifts all boats, and GTC’s amplified presence will push the entire Canadian host agency sector to raise its game.

Looking Ahead: A New Chapter for Luxury Travel in Canada

The appointment of Caroline Hay to Global Travel Collection is a landmark event for the Canadian travel industry. It is the confluence of a respected leader’s career progression, a global powerhouse’s strategic ambition, and a flourishing market’s immense potential.

This move is far more than filling a vacancy; it is about setting a new standard. It underscores the critical importance of specialized expertise and authentic leadership in an industry built on relationships. As Caroline Hay begins her new chapter, her mission will be to build a community that is not only the most profitable and well-supported in Canada but also the most collaborative and engaged.

The Canadian travel advisor community will be watching closely. With a leader of Hay’s caliber at the helm of GTC’s Canadian expansion, the stage is set for a dynamic and exciting new era of growth and opportunity in the luxury travel sector. Her journey, and the impact she is poised to make, will be a defining story in the Canadian travel landscape for years to come.