“We are B2B focused”: Flair deepens ties with travel advisors

Flair Vacations is weeks away from opening its new all-inclusive packages for bookings, with travel advisors positioned at the centre of the tour operator’s distribution strategy.

Nicole Bursey, president of Flair Vacations, told PAX that the company has spent recent months establishing its systems, signing hotel agreements and assembling a leadership team ahead of the fall launch.

“As we get ready to dive more into each business pillar, we thought it would be a good time to bring on some leaders to help us out,” she said.

Bursey joined Flair Vacations in May, bringing more than three decades of experience in vacation retail, distribution, commercial strategy, sales and partner development.

Her appointment followed Flair Airlines’ move into the B2B market last October, when it introduced a travel agency portal, dedicated sales support, commission incentives and plans for a tour operator division.

Flair Vacations subsequently launched a consumer platform in January, allowing travellers to package flights and hotels through partnerships with HBX Group and Onlinetravel. 

Its upcoming offering will include all-inclusive packages to five destinations in Mexico and the Caribbean.

Building an advisor-focused business

Flair Vacations recently appointed three travel industry veterans to its leadership team.

Lindsay Watkinson has been named director of commercial operations, Nadia Granata is director of marketing and Rares Dumitru serves as director of business development and partnerships. 

Together, the three executives bring more than 50 years of industry experience.

Watkinson will oversee operational systems, supplier relationships and other elements of the company’s set-up. 

Granata will develop marketing plans aimed at both the travel trade and Canadian consumers.

Bursey said the consumer strategy will focus on educating travellers about Flair Vacations, then directing them to a local travel agency or advisor.

Dumitru, meanwhile, will lead the company’s relationships with advisors, agency owners and agency head offices.

“We're ready to start reaching out to some partners and seeing what we can do to make sure that we've got an offer that is enticing for the travel retail community,” Bursey said.

The company waited until its systems were established and hotel agreements were underway before beginning its broader trade outreach, she explained.

“Until we could talk to the advisors about what we are going to sell, it didn't seem like it would be as relevant a conversation,” Bursey said. 

“Now that we’re at that point in our development, we're ready to really engage with the advisors.”

Flair Vacations will attend the upcoming Association of Canadian Travel Agencies and Travel Advisors (ACTA) summits in Montreal, Vancouver and Toronto. 

Further trade-facing activities are planned as the booking platform goes live.

“We want to be the business that people want to do business with, and that means having a good product at a good price point so that we can drive consumer interest, but then drive them towards a travel advisor,” Bursey said.

Five destinations planned for winter

Flair Vacations’ initial winter program will include Cancún, Puerto Vallarta, Punta Cana and Montego Bay. 

A fifth destination will be announced in the coming weeks, completing the launch portfolio.

Bursey said each destination will offer a mix of properties, including established hotel brands that Canadian advisors already know.

The tour operator will also draw on shared services and support from Flair Airlines. 

Bursey said the two are working together on flight schedules and other components of the vacation program as the airline expands its approach to leisure travel.

Although the initial program emphasizes winter sun, Flair Vacations plans to offer packages year-round.

“One thing that remains a constant is that Canadians don't give up their vacations,” Bursey said. 

“Even in tough economic times, people still want to go on vacation, especially in the winter.”

Bursey expects price to remain a major consideration as Canadians look for ways to reduce vacation costs without sacrificing quality. 

A competitive package price could play a significant role in determining which supplier travellers select, she said.

“We're only weeks away from being live and ready to start taking bookings,” Bursey said. 

“There will be some fun activations as we get closer to that date, and as we turn the switch on and let travel agents start selling.”

The tour operator’s advisor-first approach also reflects a broader change underway at Flair Airlines, which has historically had a limited relationship with the trade.

“We are B2B focused,” Bursey said. 

“In the past, the airline didn't really do business through travel advisors, so that's a change of philosophy. Definitely on the Flair Vacations side, but it will be the philosophy of the airline going forward as well.”

Bursey indicated that the airline will soon share more details about its evolving relationship with the trade.

“There is news to follow from the airline about how they are now going to be working with travel advisors,” she said.

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