Rae Acton
North Vancouver
Summary
A highly motivated and results-driven professional with over 25 years of experience in sales, marketing, and hospitality, including 16 years as an entrepreneur managing multiple businesses. Specializing in tourism destination sales, market development, government contract negotiations, and relationship building, with a deep understanding of the global travel trade and tourism industry. Skilled at creating innovative sales strategies, managing budgets, and maximizing ROI through creative partnerships. Passionate about delivering exceptional customer service and driving sales growth through strategic initiatives and strong industry relationships.
Overview
21
21
years of professional experience
1
1
Certification
Work History
Manager, Sales - Travel & Tourism
BC Ferries
09.2015 - Current
- As a results-driven Travel & Tourism Sales Manager at BC Ferries (BCF), I specialize in executing strategic sales and marketing initiatives to drive revenue growth and increase passenger volumes
- My role centers on building and nurturing strong partnerships with travel agents, tour operators, receptive tour operators, and destination management organizations and other key players in the tourism industry
- I excel in contract negotiation, product training and development, and delivering exceptional customer service to support our partners' success
- Notably, during my first five years at BCF, Travel Trade sales grew from $11.8 million to $15.9 million (pre-pandemic), achieving a remarkable $4.1 million increase - a 35% boost in profitability for the company, exceeding all targets
- Created a tariff agreement contract within my first year for Tour Operator Pricing Program (TOPP) accounts, outlining BC Ferries' policies, cancellation terms, payment details, rebate percentages, and including a sample voucher template for accurate terminal check-in information
- This document is issued annually to TOPP Accounts
- I was tasked with collaborating with our IT team to develop new reports using COGNOS, which had limited capacity to pull information from our booking system until we launched eBooking, a reporting system that enabled us to efficiently pull data and determine partners’ eligibility as a TOPP account
- Oversaw all Travel Trade Media FAMs during the first three years of employment, before the responsibility transitioned to the Communications team
- Evaluate Travel Trade FAM requests to determine value, and to explore opportunities to collaborate with DMOs, to assist with development of tourism products and itineraries to grow passenger volumes and promote off-peak sales
- Collaborate daily with internal teams - including Marketing, Finance, Revenue Management, Key Accounts, Fleet Operations, Catering and Revenue, and Terminals - to manage account setup, collections, payment requisitions, travel agent commissions, tariff rates, schedules, agreements, and customer service issues, ensuring products and services meet customer needs to drive revenue growth
- Led the Rte 12 Mill Bay Ferry Pilot Project in collaboration with BCF and the Wilson’s Group, serving as the liaison between both parties
- Cohesively worked together with internal departments to ensure effective planning and execution, including terminal revisions and new signage, a manual billing process, ticket design, tariff rates, and contract preparation with our legal team
- Manage the BC Ferries Connector Service Agreement (Operated by the Wilson’s Group), delivering cross-water bus service between Tsawwassen and Swartz Bay
- Initiate and execute daily bus tour reservation requests (allocating up to 9,600 buses, six months in advance), reducing a previous six-week process to a 4-6 hour task by creating a shared spreadsheet for partners' monthly block requests to be entered
- Successfully transitioned this responsibility from Key Accounts to Travel Trade
- Attend and represent BC Ferries at trade shows, conferences and AGMs and regional meetings, (RVC, Explore VI, NBCT, BC Tourism & Hospitality Conference, VCMC, CITAP)
- Ongoing, provide product knowledge training and customer support to all key accounts, DMOs and industry partners
- Establish and maintain relationships with travel agents, tour operators, wholesalers, and other travel trade partners
- Evaluate ongoing market and industry research, and adjust sales strategies when required, to meet the ever changing market conditions and competitive landscape
- Supports the Travel Services Manager and Director in forecasting and budgeting sales revenue and expenses for Travel Trade
- Continuously improve travel trade sales processes and strategies to maintain competitiveness, staying updated through regular engagement with regional and international DMOs
- Produce weekly and monthly reports on utilization, pace, TOPP Account and BCFC sales; block allocation, travel agent commissions, as well as quarterly, annual and any ad hoc reports required
- Post-Pandemic: Focused on the recovery of international business, specifically our Asian and German RTOs, pre pandemic Asian was 47% of South TOPP revenue, Germany was 24% of North TOPP revenue
- In 2024, both are pacing at 17%
- Worked closely with travel trade partners to ensure they were set up to self-serve online bookings, after the launch of our new website, offering up to date product knowledge training, and information
- Attended DMO and AGM meetings in person or via Zoom/Teams, to gather market Intel on the forecasted restart of inbound tourism, to Canada
- Conducted ongoing sales calls on the phone and in person
Director of Sales & Marketing
Summit Lodge & Spa
02.2012 - 09.2015
- Lead the hotel’s sales and marketing efforts with a focus on international tourism markets, working to grow business in key regions while maintaining direct relationships with tour operators, travel agents and our international (DMO) representatives
- Develop and implement comprehensive sales and marketing strategies to drive awareness and revenue for the hotel, targeting the leisure and corporate travel markets
- Collaborate with the General Manager to forecast sales, prepare budgets, and analyze performance against targets
- Managed relationships with international tour and travel clients, including negotiation of contract pricing and exclusive marketing promotions and opportunities
- Lead efforts to innovate marketing initiatives despite limited resources, leveraging partnerships and creative solutions for brand visibility
- World Ski Awards: Spearheaded the marketing initiative that earned Summit Lodge the title of 'Canada’s Best Ski Boutique Hotel' in 2014 and 2015, prior to transitioning to BC Ferries
- Represented the hotel at major trade shows (MTS, CWM, CITAP) and led international sales missions with Tourism Whistler in the UK and Australia, strengthening the hotel’s presence in global tourism markets
- Worked closely with the community, tourism organizations and local stakeholders to identify opportunities for collaboration and brand positioning
- Drove significant year-over-year revenue growth in the hotel's tour and travel business, achieving 249% growth in winter 2014/15, through initiatives such as training staff in DIY renovations during the shoulder season, and completing key hotel upgrades
- Successfully restructured the sales process, increasing market share, ADR and driving a 73% growth in summer business at Aava Whistler Hotel, within the first year as Senior Sales Manager
- Developed and implemented in-house marketing materials for both hotels, enhancing brand presence and visibility in key tourism markets
- Coordinated sales initiatives across multiple properties, focusing on driving tourism business in both off-peak and peak seasons
- Proven leader and mentor
Senior Sales Manager
Summit Lodge & Spa / Aava Whistler Hotel
03.2011 - 02.2012
- Lead the hotel’s sales and marketing efforts with a focus on international tourism markets, working to grow business in key regions while maintaining direct relationships with tour operators, travel agents and our international (DMO) representatives
- Develop and implement comprehensive sales and marketing strategies to drive awareness and revenue for the hotel, targeting the leisure and corporate travel markets
- Collaborate with the General Manager to forecast sales, prepare budgets, and analyze performance against targets
- Managed relationships with international tour and travel clients, including negotiation of contract pricing and exclusive marketing promotions and opportunities
- Lead efforts to innovate marketing initiatives despite limited resources, leveraging partnerships and creative solutions for brand visibility
- World Ski Awards: Spearheaded the marketing initiative that earned Summit Lodge the title of 'Canada’s Best Ski Boutique Hotel' in 2014 and 2015, prior to transitioning to BC Ferries
- Represented the hotel at major trade shows (MTS, CWM, CITAP) and led international sales missions with Tourism Whistler in the UK and Australia, strengthening the hotel’s presence in global tourism markets
- Worked closely with the community, tourism organizations and local stakeholders to identify opportunities for collaboration and brand positioning
- Drove significant year-over-year revenue growth in the hotel's tour and travel business, achieving 249% growth in winter 2014/15, through initiatives such as training staff in DIY renovations during the shoulder season, and completing key hotel upgrades
- Successfully restructured the sales process, increasing market share, ADR and driving a 73% growth in summer business at Aava Whistler Hotel, within the first year as Senior Sales Manager
- Developed and implemented in-house marketing materials for both hotels, enhancing brand presence and visibility in key tourism markets
- Coordinated sales initiatives across multiple properties, focusing on driving tourism business in both off-peak and peak seasons
Tour and Travel Sales Manager
Westin Resort & Spa Whistler
04.2009 - 03.2011
- Spearheaded tourism sales expansion into emerging long-haul markets, including Mexico, the UK, and Australia, targeting high value guests on bus tours and leveraging food and beverage offerings to drive ancillary revenue growth in shoulder season
- Developed and executed targeted sales strategies, achieving a 33% increase in sales within the first eight months of employment
- Streamlined the travel trade rate structure, reducing 18 tiers to just three
- Strengthened relationships with tour operators and wholesalers, securing inclusion in international brochures without committing to co-op marketing fees
- Represented the hotel at global tourism events and trade shows, ensuring our visibility in a competitive marketplace
- Provided mentorship and training to my team, boosting their confidence to ensure there was effective communication across all departments (F&B, Revenue Management, and Leadership) to achieve our sales targets
Tour and Travel Sales Manager
Pan Pacific Mountainside/Village Centre
02.2006 - 04.2009
- Managed all aspects of sales with a focus on tour and travel, weddings, group sales, and conference services (including food and beverage for group sales and weddings)
- Collaborated with Whistler counterparts, developing strong relationships with international tour operators through joint sales calls with Whistler hoteliers, Whistler Blackcomb, and Tourism Whistler Sales Managers, enhancing global reach
- Represented the hotel at international trade shows, sales missions, and conferences, boosting the hotel's global presence
- Negotiated EBOs and managed all incoming travel trade and group bookings, including cancellations (with a focus on Jonviews, our largest RTO client)
- Launched innovative marketing campaigns, such as a Starbucks promotion offering guests a two-night stay in the Penthouse Suite, an espresso machine, and one-on-one barista lessons for $10K
- While no purchases were made, the package was featured in luxury magazines at no cost to the hotel
- Offered $50 gas cards for bookings of three nights or more, to build the rubber tire traffic from Washington, USA
Sales Coordinator
Tourism Whistler
10.2005 - 01.2006
- Supported the sales team by managing administrative tasks, CRM database, and assisting with lead generation and follow-up
- Played a key role in facilitating communication and maintaining strong relationships with tourism members
Executive Assistant to VP of Marketing & VP of Finance & Operations
Tourism Whistler
09.2004 - 10.2005
- Assisted in the coordination of marketing efforts, projects, and communications with key stakeholders, while supporting large-scale projects and presentations, working directly with senior executives and community members, managed sensitive information and maintained high levels of confidentiality
Member Assessment Coordinator
Tourism Whistler
02.2004 - 09.2004
- Managed membership fee collections and assessments for tourism businesses within the Whistler region
- Conducted property assessments and managed overdue accounts to ensure compliance with membership policies
Education
High School Diploma -
Caledonia Sr. Secondary
Terrace, BCAssociate of Science - Animal Science (Veterinary Assistant)
International School of Correspondence
QuebecCourse Completion - Accounting
North West Community College
Terrace, BCSkills
- Team leadership
- Sales Performance
- Decision-making
- International Sales
- New Business Development
- Strategic Planning
- Marketing Strategy
- Tourism
- Contract management
- Brand management
- Negotiation
- Customer service
Languages
English
Certification
- ServSafe Food Handler's Certification
- Effective Public Speaking
- Managing Government Contracts
- Fundamentals of Supervision
- Team Building through Conflict Management
- Leadership/Mentoring Certification (Women of Recreation, Tourism & Hospitality)
- Starwood One Management Training
- Working Effectively with Indigenous Peoples
Interests
Avid traveler passionate about experiencing diverse cultures and destinations Enjoy outdoor activities such as hiking, snowboarding, paddle boarding, biking, and kayaking A strong advocate for sustainable tourism and environmental stewardship
Timeline
Manager, Sales - Travel & Tourism
BC Ferries
09.2015 - Current
Director of Sales & Marketing
Summit Lodge & Spa
02.2012 - 09.2015
Senior Sales Manager
Summit Lodge & Spa / Aava Whistler Hotel
03.2011 - 02.2012
Tour and Travel Sales Manager
Westin Resort & Spa Whistler
04.2009 - 03.2011
Tour and Travel Sales Manager
Pan Pacific Mountainside/Village Centre
02.2006 - 04.2009
Sales Coordinator
Tourism Whistler
10.2005 - 01.2006
Executive Assistant to VP of Marketing & VP of Finance & Operations
Tourism Whistler
09.2004 - 10.2005
Member Assessment Coordinator
Tourism Whistler
02.2004 - 09.2004
- ServSafe Food Handler's Certification
- Effective Public Speaking
- Managing Government Contracts
- Fundamentals of Supervision
- Team Building through Conflict Management
- Leadership/Mentoring Certification (Women of Recreation, Tourism & Hospitality)
- Starwood One Management Training
- Working Effectively with Indigenous Peoples
High School Diploma -
Caledonia Sr. Secondary
Associate of Science - Animal Science (Veterinary Assistant)
International School of Correspondence
Course Completion - Accounting
North West Community College
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