Industry veteran Elvi Cal joins Snowbird Advisor to lead travel partnerships

Snowbird Advisor has appointed long-time travel industry executive Elvi Cal as its new director of travel partnerships, bringing nearly four decades of experience to the organization as it expands its reach within Canada's growing snowbird market.

Cal joins the company in a consulting capacity and will oversee relationships with destination marketing organizations (DMOs), tourist boards, airlines, cruise lines, tour operators and other travel suppliers looking to connect with Canadian snowbirds, reads a press release.

“We are thrilled to have Elvi join the Snowbird Advisor team to oversee and grow our travel partnerships program,” said Stephen Fine, president and founder of Snowbird Advisor, in a statement. “His decades of experience and expertise working with DMOs, tourist boards and other travel providers will be a tremendous asset to our organization.”

The appointment comes as Canada's snowbird market continues to evolve. Snowbird Advisor estimates there are now more than one million Canadian snowbirds, with younger travellers increasingly embracing extended winter stays thanks to remote work and more flexible retirement lifestyles.

The company also notes that travel patterns are shifting, with more Canadians venturing beyond traditional sun destinations in North America or combining multiple destinations during the same winter season.

38 years at TravelBrands

Cal brings 38 years of experience from TravelBrands and its affiliated companies, where he most recently served as senior vice-president, product and commercial.

In that role, he led product and commercial teams while overseeing strategic partnerships with tourist boards and hotel partners. 

After announcing his "retirement" last summer, Cal's latest move shows the travel industry still has a strong pull.

The appointment also marks a leadership transition for Snowbird Advisor's travel partnerships program.

Fine thanked outgoing director of travel partnerships, Randy Anger, who is retiring this month after helping establish and expand the initiative.

“Randy did a fantastic job of launching and growing our successful travel partnership program. We will be forever grateful for his contributions and wish him all the best in his retirement,” he said.

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