Real Talk with Nadia Demers

It’s no secret that there’s much to explore within the recreation, tourism and hospitality industries and Nadia Demers has done just that in her 20+ years of work experience. While she started out in hotels, today Nadia serves as CFO of the Ziptrek Group of Companies and on the Tourism Whistler Board of Directors. Nadia is a true numbers whiz with a passion for sustainability and Whistler’s great outdoors. Read on to learn more about her journey and vision for the future of Whistler’s tourism.

WHAT OR WHO HELPED INSPIRE YOU TO CHOOSE TOURISM AS A CAREER PATH? 

Honestly, my journey into the Tourism sector has been quite organic. After completing 2 years of University in Business Administration, I made the decision to temporarily step away from my studies and embark on a journey out west in search of adventure and to enhance my English language skills.  It was the connections I made through my travels that eventually brought me to Whistler.

Back then, Whistler was full of opportunities for employment in Tourism, and still is. My experiences ranged from employment at Whistler Blackcomb, Fairmont Hotels and Resorts, and Delta Hotels. My path then led me to my current role at Ziptrek Ecotours. 

After taking a break from school, I eventually returned to complete an accounting designation. I feel privileged that I am able to apply my training as CPA, CMA in an industry that is so engaging and interesting, and I get to do this in a wonderful mountain resort town.

WHAT ARE SOME OF YOUR MOST MEMORABLE AND PROUD CAREER HIGHLIGHTS TO DATE? 

I've always been passionate about managing the entirety of a business. As an accountant, I could have chosen to confine myself to focusing solely on “number crunching”; over time, I realized it wasn’t enough.   To further my career, I needed to delve into the inner workings of an organization and understand its operational dynamics, sales and marketing strategies, human resources initiatives, system integrations, and operational efficiencies. Developing my leadership skills and the ability to influence all areas of the business and monitor performance led me to my current role as CFO of the Ziptrek group of companies, where I oversee not only our three global sites but also our central services team. I am passionate about collaborating, empowering, and using metrics to drive our decision-making process as a team. 

Throughout the challenging years of the COVID pandemic, my appreciation for our mountain resort, its strengths and challenges grew greatly. My participation in the Whistler Scenarios Sessions, an initiative led by the RMOW, inspired me to extend my involvement beyond my day-to-day role. I've recently been elected as the Commercial Director on the Board of Directors for Tourism Whistler. I am grateful for the opportunity and the prospect of collaborating with influential and experienced leaders within our community and helping steer the strategic direction of our mountain resort.

AS A BUSY WORKING MOM YOURSELF, WHAT CHANGE DO YOU THINK THE INDUSTRY NEEDS TO SUPPORT AND RETAIN WORKING MOTHERS?

I consider myself very fortunate to have had the opportunity to work with many leaders, some of whom were key mentors in my career path, both male and female, who were not only supportive of me as a career-driven mother but also recognized the importance of a work-life balance. I currently work in an organization that not only acknowledges but also supports the need for flexibility in managing a demanding job alongside family responsibilities. Our workplace culture relies on innovative thinking and the customization of schedules to accommodate individual requirements and retain talent.

I encourage leaders and business owners within the industry to step beyond conventional boundaries, embrace flexibility, and challenge the status quo. As leaders, it is our responsibility to nurture talent, as the consequences of failing to do so can have a negative impact on your businesses. 

GIVEN YOUR RICH FINANCIAL BACKGROUND AND EXPERIENCE LEADING TEAMS, ANY ADVICE FOR NAVIGATING COMPENSATION CONVERSATIONS?

Employers should be comfortable discussing compensation with their team members and addressing their inquiries or concerns about pay; it is part of a well-considered process. Ahead of those conversations, employers should complete their due diligence. This involves employing various tools and approaches, such as analyzing the market and considering factors including business size, team structure, experience levels, and the competitive landscape. As an employer, it's crucial to establish your position within the market's wage spectrum in a way that aligns with your company's comfort level.

Creating awareness about the entire compensation package is key as compensation is not solely defined by wages; perks, benefits, and intangible factors such as company culture and values, opportunities for growth, and flexibility contribute to the overall work experience, which must be considered and communicated.

AS A FINANCIAL WHIZ DO YOU HAVE ANY ADVICE FOR FOSTERING FINANCIAL LITERACY?

I believe in fostering financial literacy across all levels of an organization. This means educating non-financial managers within your team to ensure they understand key performance indicators and how they can influence them. Equipping the team with tools that allow them to monitor actual performance against budget is key to accountability. Making sure they understand how their decisions can directly affect performance allows for more strategic decision-making.

Financial and non-financial managers with the ability to influence performance should be involved in the budgeting process, empowering them to take ownership of their areas of the business and their financial goals. 

Review your business plan and budget and focus on some of the following:

• Efficiency is paramount in navigating the challenges of cost inflation – What can be done better?

• Understand the difference between fixed and variable costs as this will help understand where cost-saving efforts can be achieved.

• Develop sales strategies that are responsive to market shifts.

• Engage with other businesses in your sector to share best practices.

• Get involved with as many business organizations as possible to obtain research and share information. As an example, in Whistler, organizations such as Tourism Whistler, The Whistler Chamber of Commerce, The Hotel Association of Whistler, Restaurant Association of Whistler, etc.

YOU WERE RECENTLY ELECTED TO TOURISM WHISTLER’S BOARD OF DIRECTORS. WHAT OPPORTUNITIES DO YOU SEE FOR WHISTLER’S CONTINUED DEVELOPMENT? 

Sustainable Tourism; Having arrived in Whistler in 1997, the peaks and valleys of each season were quite noticeable.  Since, Whistler has grown to be a year-round resort, the resort offerings has expanded and improved over time, attracting a diversity of visitors.  With the goal to increase overnight visitation to Whistler, conversations and actions around the impact tourism has on our environment, culture, and community are essentials to ensure we balance economic, social, and environmental impacts with the benefits on the local community and visitors.

Sustainability and responsible tourism are now at the forefront of our industry. Challenges, including staffing needs, housing needs, environmental challenges, preserving natural resources, and economic fluctuations, are much different than 15 years ago. These challenges deserve our careful consideration and attention.

Additionally, deepening partnerships with other organizations, such as the Whistler Chamber of Commer (WCC), Whistler Housing Authority (WHA), Whistler Community Services (WCSS), Resort Municipality of Whistler (RMOW), etc., is critical to understanding tourism’s impact on businesses, their ownership group, and the workforce.  Again, this will be a balancing act between demand and resources to promote memorable guest and employee experiences. Long-term sustainability will not be possible without it.

WHAT ADVICE DO YOU HAVE FOR WOMEN THINKING OF GETTING INTO THE RECREATION SECTOR? 

If you're contemplating entering the recreation sector, I wholeheartedly encourage you to take the leap. If your passion aligns with the recreation sector, it's a decision you won't regret. You'll find yourself surrounded by like-minded individuals who share your enthusiasm for an engaging and dynamic industry.

As you embark on this journey, you’ll find mentors and will work with peers who will inspire you and with whom you will draw knowledge; as you do so, you'll also find them leveraging and learning from your unique perspective.

The essence of this sector revolves around our guests & employees' experiences and the camaraderie within our teams. It is a rewarding and fulfilling experience. It may not resonate with everyone, but if you're fueled by creativity, passion, adaptability, resourcefulness, and love for the outdoors, to name a few characteristics, chances are it's the perfect fit for you. 

ABOUT NADIA

Nadia has over 20 years of experience in the Adventure Tourism & Hospitality Sector, most recently as CFO of the Ziptrek Group of Companies, overseeing global operations and central services.  Previously she held senior finance roles for both Fairmont Hotels and Delta Hotels & Resorts.

As a certified accountant, numbers, and metrics help her drive decisions and assess performance.  Nadia is passionate about building relationships, strategic planning, leading teams, and utilizing their strengths and knowledge to drive results.  In her spare time, she volunteers and sits on the Board of Directors of various associations in support of her children’s passion for sports and more recently was elected as the Commercial Director of the Tourism Whistler Board of Directors.