Travcoa has appointed Cathy Holler as vice president, business development and product innovation. Holler served for three months as a management consultant before being appointed in her new role.

During that tenure, Holler identified key areas for product expansion and sales growth and now will be in a position to proceed to develop the areas she identified, including maximizing performance with key accounts, new business development, improving market competiveness, product innovation, destination expansion and advancing Travcoa’s responsible tourism commitment.

Holler will focus the company’s business development efforts on key accounts and strategic relationships that have the capacity to increase Travcoa’s brand recognition and loyalty, market penetration, engagement with new target audiences and sales conversion. Holler was founder and president of Blue Ice Communications, a consulting firm. She has consulted for more than a decade on domestic and international marketing, business development and product expansion.

She spent more than five years in senior management positions at Virtuoso, the luxury travel agency consortia, and has served in an executive capacity with several leading Canadian and U.S. tour operators, held volunteer advisory board positions and served on industry committees. Travcoa has been offering exotic travel since 1954.