TTI Travel expands into Quebec, appoints Joel Ostrov as president

TTI Travel is expanding into Quebec with the launch of TTI Quebec, which will be headed by industry veteran Joel Ostrov as president.

According to a press release, the move reflects TTI's strategy to capture three emerging opportunities in the Quebec market: the growing Independent Travel Advisor network, Montreal's expanding ultra-high-net-worth traveller base, and demand for sophisticated corporate travel management in Quebec's aerospace, AI, and green energy sectors.

TTI Quebec will operate from a dedicated Montreal office, providing French-language support for clients, staff, and Independent Travel Advisors. 

The division leverages TTI's Virtuoso membership for luxury travel and its TravelSavers affiliation for Canadian supplier partnerships. 

As Canada's only BCD Travel affiliate, TTI Quebec combines the scale of the world's second-largest travel management company with local account management.

Quebec's travel industry currently supports nearly 2,400 active professionals, over half of whom work independently and require host agencies familiar with Office de la protection du consommateur regulations. 

TTI Quebec positions itself to serve this market with localized regulatory expertise.

The luxury travel opportunity is equally compelling. According to TTI, Montreal now ranks in the global top 50 cities for wealth, with over 22,200 millionaires. 

The Canadian luxury travel market is projected to reach $120.5 billion by 2030, creating demand for advisors who can deliver bespoke experiences in French.

Ostrov's industry background

Ostrov brings decades of Quebec travel industry experience to the role. 

Born in Montreal, he earned his B.A. in Economics from McGill University before starting Partners in Travel with a friend in January 1977, initially operating from the basement of the Ostrov family home. Within months, the agency opened a storefront in Ville Saint-Laurent.

In the late 1980s, Partners in Travel joined Travel Trust International, where Ostrov met Rocky Racco, now CEO of TTI Travel. 

Facing commission cuts and industry consolidation, Ostrov joined forces with four other agencies in Quebec and Toronto to create The Vision 2000 Travel Group in 2000.

Under Ostrov and his two Toronto-based partners, Vision 2000 Travel became Canada's largest travel management firm, with sales exceeding $750 million, before selling to Direct Travel in May 2017. 

Ostrov served as Direct Travel's regional president in Quebec until August 2024, when he began what turned out to be a 15-month retirement.

"When the travel industry is in your blood, it is hard to stay away," said Ostrov. 

"I still believe there is a vital place for a Canadian-owned, customer-service-oriented agency in Quebec. TTI is known for their high-touch, white-glove service. Being the only BCD affiliate in the country puts us in an enviable position to lead this market."

Racco expressed confidence in Ostrov's appointment.

"Joel could not be a better fit for scaling our business in Quebec," said Racco. 

"As a third-generation family business, we value the tenacity and passion for excellence that Joel has demonstrated throughout his career. His legacy speaks for itself, and his return to the industry marks a new chapter for TTI's national growth."

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