Smart tech. Frontline wisdom.
Real results.
Real results.
Where Salesforce strategy meets operational insight for the travel and tourism industry. At Aderra Solutions, we believe the best consultants are the ones who’ve been in your shoes.
We founded Aderra after seeing too many CRM and Salesforce implementations miss the mark—overbuilt, under-supported, and disconnected from how travel and tourism teams actually work. Our team brings real-world experience from tourism sales, operations, and guest service to every engagement. We don’t just configure systems, we help businesses run more smoothly, serve guests more meaningfully, and empower their teams with technology that works in practice, not just on paper.
Our values are more than words, they’re how we show up, make decisions, and build trust with every client we serve:
Empower Through Enablement
We build capability so your team can thrive long after we’re gone.
Do What’s Right
We choose clarity, candor, and long-term impact over shortcuts.
Be The Light
We bring clarity, highlight gaps and push for what matters.
Practice Mastery
We stay sharp, curious, and committed to Salesforce excellence.
We Don’t Just Know Salesforce — We Know Travel.
Amber Halliday
Founder & Principal Consultant
Amber Halliday is the driving force behind Aderra Solutions, a 6x Salesforce-certified consultant and tourism industry insider who brings both strategic perspective and hands-on know-how to every engagement. With over a decade of experience spanning tourism, SaaS, and sales operations, Amber specializes in translating business challenges into streamlined, scalable Salesforce solutions. Known as an “all-in-one” problem solver, she’s trusted for asking the right questions, listening deeply, and delivering results that last.
Amber’s approach is equal parts technical and human. Drawing on her background in sales and guest experience, she helps teams unblock processes, reduce friction, and implement Salesforce systems that work in the real world without overcomplicating what doesn’t need to be.
She founded Aderra Solutions to close the gap between what Salesforce can do and what frontline teams actually need. Today, she leads a growing team of certified consultants with the same values that shaped her career: do what’s right, empower through enablement, and always be the light in the room.
Grounded in Experience. Guided by Leaders.
At Aderra Solutions, we believe great businesses aren’t built alone. Our work is guided by a powerhouse Advisory Board of accomplished business leaders in travel, tourism, and tech who bring deep industry insight, strategic foresight, and lived leadership experience to the table.
This board plays a key role in shaping our direction, challenging our thinking, sharpening our focus, and helping us scale with intention. Their influence adds to the bench strength behind Aderra and reflects our commitment to building something enduring, smart, and rooted in our values.
Karen Hardie
Tourism Executive | Commercial Strategist | Global Sales Leader
WXN Top 100 Honouree
Karen is a visionary sales and marketing executive with a standout track record in global tourism and luxury travel. With leadership experience spanning North America, Europe, Asia, and Australia, she has driven market expansion, strategic partnerships, and high-impact brand growth across dynamic, high-performance environments.
Named one of Canada’s Most Powerful Women: Top 100 by WXN, Karen is known for leading transformational change, inspiring teams, and aligning brand and sales strategy to accelerate results.
She has successfully led enterprise-wide business transformation programs, including the implementation of a global SaaS platform to modernize operations and enhance the customer experience. Her expertise lies in elevating luxury travel brands through data-driven revenue optimization, global key account management, and deeply resonant experiential marketing.
Tracey Gordon
Digital Transformation Expert | Travel Tech Strategist
Founder & Entrepreneur
Tracey brings deep cross-sector expertise at the intersection of technology, operations, and leadership. As the former founder of a Salesforce consulting firm (later acquired), she blends entrepreneurial insight with hands-on experience across client-side, agency, and public sector environments. Her work spans CRM optimization, organizational design, and tech-enabled business transformation.
Today, Tracey partners with executive teams to unlock their next phase of growth, stabilizing operations, aligning leadership, embedding AI with intention, and gaining traction through EOS® principles and strategic enablement.
Tracey is also the creator of the AI Navigator360™ framework, a practical guide to embedding AI across core business functions with clarity, confidence, and real-world results. Her work helps companies move from exploration to execution, fast.
Ainsley Ericksen
Strategic Advisor | Tourism & Marketing Leader
Marketing Strategist
Ainsley is a globally recognized tourism and marketing strategist with over two decades of experience launching, repositioning, and scaling travel brands across North America, Europe, and Australasia. She has led brand, sales, and trade initiatives for some of the world’s best-known travel companies and destination marketing organizations, bringing sharp strategic insight and a deep understanding of the tourism landscape.
As the founder of ZenZero, a boutique consultancy and coaching firm, Ainsley blends bold thinking with grounded, human-centered execution. She is also an ICF-certified executive coach, trusted by senior leaders navigating growth, complexity, and change.
Whether launching new ventures or reimagining legacy brands, Ainsley simplifies complexity, unlocks potential, and helps organizations scale with clarity and confidence.
Struan Howes
Financial Leader & CFO | Strategic Advisor
Fractional CFO
Struan brings over two decades of senior financial leadership to Aderra’s Advisory Board, with a career spanning hospitality, tourism, real estate, and renewable energy. Currently Executive Vice President & CFO at Northland Properties, he has held CFO and senior finance roles at Adera Development Corporation, Rocky Mountaineer, and Day4 Energy, following earlier years with KPMG in Canada.
Known for his strategic insight and operational rigor, Struan has led complex financial transformations, analytics initiatives, and growth strategies for globally recognized brands. At Aderra, he lends his expertise to guide financial governance, sustainable growth, and long-term value creation.
