More Canadian travel advisors are launching their own agencies, TRAVELSAVERS says

A growing number of Canadian travel advisors are setting up independent agencies, driven by strong demand and more complicated trip planning that’s pushing travellers to seek specialized help.

TRAVELSAVERS Canada says the trend is being reinforced by upbeat sentiment among its advisor base: a recent survey of TRAVELSAVERS Canada-affiliated advisors found 71 per cent expect revenue growth in 2026.

"New agencies need strong support systems to get off the ground successfully," said Jane Clementino, senior vice president and general manager, TRAVELSAVERS Canada. 

“Personalized coaching, innovative tools and programs, professional development, and an encouraging network of peers are all critical elements of a long-term business strategy. That's where TRAVELSAVERS Canada comes in."

Two recent launches highlighted include Yaycations, owned by Melissa Baum, and Four Stories Travel, owned by Karen Fournier—both TRAVELSAVERS Canada affiliates.

Going independent has allowed advisors to align their businesses more closely with their specializations and client relationships.

Expertise driving independent growth

Fournier launched Four Stories Travel using a collaborative agency model, with advisors specializing in areas such as cruises, wellness, adventure and accessible travel, while maintaining a consistent service approach.

Baum’s home-based agency focuses on river cruising, a niche she says is expanding as travellers look for more destination-focused experiences.

“We’ve built a community around river cruising, and that consistent demand gave us confidence to take the next step,” said Baum. 

“Travellers research heavily online, often through social media and YouTube, but they still want guidance from someone who knows the product deeply.”

Operating as an agency has helped Baum broaden supplier relationships and tailor advice more precisely to client preferences. 

It also notes Yaycations is expanding into small-ship luxury ocean cruising and expedition travel, reflecting growing interest in more immersive itineraries.

TRAVELSAVERS Canada also points to rising demand for customized trips—such as luxury and multi-generational travel—that can require coordinating multiple suppliers and destinations.

Human experience remains essential

While digital tools and AI have made travel information easier to access, advisors cited argue that’s increasing the need for human expertise rather than replacing it—particularly when travellers want validation, context and strategic planning after doing their own research.

“Clients often come in with ideas, but they want reassurance,” said Fournier. 

“We focused on showcasing who we are as people and building relationships so travellers know a real person is managing their trip.”

Advisors are leaning into educational content and steady digital engagement to build their brands—sharing on platforms including TikTok and YouTube—to attract clients who are a strong fit.

“When travellers feel informed, they’re more confident working with an advisor who understands their goals,” Baum said.

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