PAX presents the 10 Most Fascinating Travel Advisors of 2025

Sales produce awards, but fascination drives a good story.

That’s the inspiration behind PAX’s “10 Most Fascinating Travel Advisors” list, an annual roundup, now in its third year, that celebrates the travel industry’s boldest and brightest.

Released each year on Travel Advisor Day, this year’s line-up spotlights a fresh group of trailblazers who are redefining the travel game with passion, grit, and a flair for the extraordinary.

PAX spends all year building its “Most Fascinating” list. Whether it’s in the air, at sea, or on land, travel advisors are constantly dazzling us with innovative and exciting ideas.

We meet so many fascinating people in the field, and while all travel professionals deserve applause, there’s always select individuals (and duos!) that catch our attention.

And so, without further ado – and in celebration of Travel Advisor Day (and Month) – PAX presents its 10 Most Fascinating Travel Advisors of 2025.

William Gingras (Arthur Butler/Arthur Majordome) – The Butler 

If James Bond and Alfred the butler (from Batman) had a charismatic, globe-trotting lovechild with a killer wardrobe and a Rolodex of millionaires (and billionaires), his name would probably be William Gingras.

At just 30 years old, Gingras is the founder of Arthur Butler, a high-end concierge and private travel service for the world’s ultra-wealthy—a secret society of sorts for those with private jets and a thirst for the extraordinary.

Gingras and his team, based in Montreal, aren’t just selling luxury vacations. They’re curating epic experiences for people whose spare change could fund a small country. If you’ve ever wondered who organizes a $1.5 million trip around the world on a Four Seasons private jet, or books VIPs on leisure missions to space, meet the man behind the curtain.

Before launching his company, Gingras was a model in his teens and early twenties. He was also a mover and shaker in the art world, rubbing shoulders with philanthropists, organizing events for the wealthy. Many in this elite group had a travel advisor, “but they couldn’t find a company that was suitable for ultra-high-net worth individuals,” Gingras says.

Growing up following his Olympian father around the world, Gingras developed an early appreciation for what flawless travel looks like: smooth logistics, curated moments, and the feeling that everything has been quietly taken care of.

That early exposure didn’t just spark wanderlust—it revealed a gap in the market. “I could clearly see there was a place for a new actor in this field,” he says. Not just a travel advisor, but a modern-day majordomo for ultra-high-net-worth individuals.

Born as a university project while Gingras studied international business remotely (from a yacht off the Amalfi Coast, and from a jet to Ibiza, no less), Arthur Butler— Arthur Majordome in Quebec—was named with intention. “We wanted Arthur Butler to be a person,” Gingras explains. “It puts a name to the service.”

The name is somewhat inspired by Alfred the butler from the Batman franchise. “I wanted to create our own persona,” Gingras says. “Arthur is a butler for ultra-wealthy people, much like Alfred is a butler for Bruce Wayne.”

Arthur is a butler who’s available 24/7, fluent in five-star luxury hotels, and just a WhatsApp away from securing hard-to-get seats in the Royal Box at Wimbledon.

But it comes at a premium. Arthur Butler’s yearly fee starts at five digits and can climb to six, Gingras says.  “We don’t want to be accessible to everyone,” he says. “This is about going beyond a certain quality. This is a lifestyle.”

The clientele? Individuals with net worths in the hundreds of millions – and some with stratospheric requests. “Some of our clients are flying with NASA,” Gingras says. Others are booking seats with Virgin Galactic and Space Perspective.  

What else do clients get for the price of a high-end sports car? Membership into Gingras’ exclusive community. “You’re part of a circle of entrepreneurs and philanthropists. If a member wants to set up a charity, we can connect them with leaders. Arthur Butler is a way of living in the ultra-high-net-worth world.”

And don’t mistake Arthur Butler for a one-man band. With a growing team of 16 and international expansion already underway in New York and Miami, plans are brewing for offices in London, Singapore, and Dubai.

And, for someone who travels seven months a year, Gingras is constantly three (or four, or five) steps ahead. Whether it's scouting the latest luxury hotels or planning a two-week wellness retreat, poker tournament and fundraiser for Global Citizen – for 60 VIPs, on Cirque du Soleil Co-Founder Guy Laliberte’s private island, Nukutepipi, in French Polynesia – he’s constantly fine-tuning the art of experience.

What’s caught his attention, as of late? The five-star Forestis Dolomites, in the Italian Dolomites, for one. But beneath the glamour lies a grounded ethos. “The one thing people want is trust,” he says. “I think we’ve earned people’s trust and have become that loyal partner.”

In a world where status is often defined by what you own, Gingras is shifting the conversation toward how people live—and how effortlessly they can move through the world. 

Arthur Butler isn’t about price tags. It’s about access.

Bobbi-Jo Roback (The Travel Agent Next Door) – The Neurodiverse Advisor

Vancouver-based Bobbi-Jo Roback didn’t set out to transform the travel industry.

In the 1990s, she was working in administration at the West Coast College of Massage Therapy when a car accident made her reassess her career path. “I didn’t want to stare at my screen saver anymore,” she recalls. “I wanted to be there.” That desire led her to travel school—and to a lifelong career in travel.

Roback thrived in travel advising, working for various agencies, specializing in everything from multi-generational groups to honeymoons to destination weddings. But years later, motherhood—and a pair of autism diagnoses—changed her focus in a profound way.

Today, Roback is a travel advisor with a rare specialty: helping neurodivergent families and individuals plan trips that are safe, supportive, and joyful.

Roback became a mother at 39, a surprise that shifted everything. Sixteen months after her daughter was born, she welcomed a son whose development quickly raised medical concerns. Eventually, both children were diagnosed with autism.

For a seasoned travel expert, planning family trips should’ve come easily. But travelling with young neurodivergent children proved exhausting and isolating. “We got sneers, dirty looks. People didn’t understand,” she says. “It was an awful experience.”

They stopped trying when the pandemic hit—until later on, when she won a trip to Anaheim, California. It was her son’s eighth birthday and her 14th wedding anniversary. Three hotels later, one experience stood out: Anaheim’s Sheraton Park Hotel, which had a dedicated neurodiversity coordinator who arranged sensory-friendly accommodations.

It was the first time Roback saw what inclusive travel could really look like. “If one hotel can do this, everyone can,” she thought. That insight sparked a new direction.

Last year, she launched NeurospicyTravel.ca, a platform that provides resources, tools, and personalized travel support for neurodivergent individuals and families. Roback, who also discovered she is neurodivergent later in life, draws from lived experience to help others feel seen, heard, and prepared.

She works with clients to plan every detail: what to expect at airport security, how to prepare for loud environments, which hotels offer autism-friendly services. “Neurodivergent travellers often need clear, step-by-step information,” she says.

Weighted blankets, fidget toys, noise-canceling headphones, grocery access for picky eaters—these are the small touches that can make or break a trip. And Roback makes sure every client is ready and equipped.

Roback has since become a vocal advocate within the travel industry. She speaks on accessibility panels and encourages other travel advisors to ask deeper questions to see if their clients require extra assistance. “You can’t assume you know what someone needs. You have to ask, and then really listen,” she says.

She promotes industry certifications like Autism Double-Checked and the IBCCES Autism Certification, which train travel professionals and hospitality staff on how to better serve guests living with autism. Brands like Air Canada, Disney, Karisma, Beaches and Emirates are making strong progress, but most of the work is happening outside of Canada. The Canadian travel industry is still catching up, she says.

That’s why she uses her voice—to raise awareness, share her story, and push for change. “Most people don't think about [accessibility] until it's in their face, or until they know someone,” she says.

Roback doesn’t claim to have all the answers—but what she does have is empathy, real-life wisdom, and a genuine desire to help others feel confident enough to explore the world.

“There’s a misconception that neurodivergent people can’t do anything,” she says. “But you just have to get to know people. You have to ask questions about what support they might need.”

Roback is proof that the travel industry can adapt—and that inclusion doesn’t have to be complicated. It just has to be intentional.

Trish Bootsma (Wired For Travel) – The Ghostbuster

If you're more into haunted castles than tropical beaches, meet Trish Bootsma—a travel advisor from Georgina, ON, who specializes in something truly unique: paranormal-themed travel.

Her tours combine ghost hunting with cultural experiences, offering travellers a chance to explore the supernatural side of the world—no ghostbusting experience required.

“I’ve always been fascinated with the paranormal,” says Bootsma, an affiliate of Wired For Travel. That fascination turned into a travel idea after talking with her friend, Lynda Quirino, a paranormal investigator and star of TV’s Paranormal Survivor. Together, they realized there was a demand for authentic ghost-hunting trips where everyday people could experience what they’d only seen on TV.

Bootsma’s first paranormal tour took place in the UK last September with a group of ten. They explored eerie hotspots in Edinburgh, York, Chester, and Stratford-Upon-Avon. Quirino joined as an expert guest and brought specialized equipment, like EMF meters (which detect electromagnetic fields believed to indicate spirit activity) and guided the group through on-site investigations.

One especially memorable moment came one night in a graveyard in Edinburgh when the group randomly encountered a tombstone that bore the name Sibbald, a familiar family name from Bootsma’s hometown. The EMF metre suddenly lit up, responding as investigators asked questions. “It was cool,” Bootsma says. “There was definitely something there.”

In Chester, England the group visited My Haunted Hotel, where strange activity included objects falling with no explanation—and even physical contact. “Something pushed me from behind,” Bootsma recalls. “There was nobody there.”

Was she scared? Naw. “Spirits are just people. They just happen to be dead,” she says.

Her calm approach comes from personal experience. Bootsma recalls speaking vividly with her best friend Michelle in a dream, fifteen years, shortly after Michelle’s sudden death. “It was a full-on conversation. It was so vivd.”

When Bootsma was 17, she saw a family friend appear at the foot of her bed the night she died during a surgery —just as she had promised.

Bootsma doesn’t label herself psychic, but she’s a Reiki Master, has taken mediumship courses, and is open to the spiritual world. “I talk to my dad all the time. I know when he comes into the room—I feel it,” she says.

And she’s not alone in her beliefs. Georgina, her hometown, has three active paranormal groups, and events can draw crowds of 100 or more. “There’s a huge community for this,” she says.

Bootsma’s future itineraries may include Ireland, with its rich witch and Halloween history, and possibly more locations with strong spiritual energy. She one day hopes to bring along a videographer to capture her client’s encounters.

But ghost tours are just one part of her work. Bootsma’s primary focus is ethical travel and group adventures, like Arctic expeditions and family trips to Africa.

And yes, even polar regions have ghosts. She once felt a presence while exploring a graveyard in a deserted settlement in the Canadian Arctic. “There was definitely energy there,” she says.

So, is Bootsma a modern-day Ghostbuster? “Basically,” she laughs. “I just think it’s entertaining. It’s about being open —and giving people an experience they’ll never forget.”

One thing’s for sure: whether you're a believer or just curious, Bootsma is making the paranormal a destination worth visiting.

Erin Novodvorsky (The Geek Travel Agent) – The Geek

Erin Novodvorsky proudly identifies as a geek—and she’s built an entire career around it.

As The Geek Travel Agent, Novodvorsky has created a unique niche that blends pop culture, fandom, and wanderlust into unforgettable travel experiences. Her story is proof that being passionately yourself can lead to a career as rich as the stories that inspire it.

Her path started traditionally. She enrolled in the travel and tourism program at Algonquin College right after high school, graduating in 2005. Even before finishing, she was already working with a local agency and tour operator.

What followed were five trips to Europe and several months volunteering in England with the World Association of Girl Guides and Girl Scouts. She later completed a degree in International Development at the University of Ottawa—but never left the travel world.

In 2014, she joined Trevello (then TPI), and by 2018 began promoting travel for fellow geeks. In 2021, she fully embraced her brand: The Geek Travel Agent.

What exactly is "geek travel"? For Novodvorsky, being a geek isn’t just about comic books and cosplay—though those are certainly welcome. “To me, a geek is someone who fuses intelligence and unrestrained enthusiasm,” she explains. “You can geek out over wine, trains, history—anything. Her brand of geek is books, music, movies, and TV shows.

Being a geek means you are passionate and knowledgeable about a certain topic, genre, or franchise, and unafraid to show it, she says. It’s also about finding a community who shares that passion so you can "geek-out" in a safe space

She helps clients design trips that connect them with the fictional worlds they adore. Her itineraries read like dream lists for fans.

Think honeymoons in Japan centered around Studio Ghibli, Pokémon and Super Nintendo World. Family trips to South Korea for BTS devotees (BTS, as a reminder, is a South Korean boy band). Self-drive tours through Ireland and New Zealand for Game of Thrones and Lord of the Rings fans. And coming in July 2026? A group tour through England and Wales to visit filming locations from Bridgerton, Doctor Who, The Crown, Downton Abbey, and more.

She transforms each itinerary into a "Quest"—a term that perfectly fits her client base of adventurers and dreamers. And while some might see geek travel as niche or whimsical, Novodvorsky views it as a gateway to meaningful, lasting client relationships.

“Our clients don’t have to explain what Anime is or why they want to see a certain mountain in New Zealand,” she says. “We already get it. We speak their language, understand their fandoms, and know how to transform that love into a travel experience that feels personal and unforgettable.”

It also opens a new world of marketing. Since 2022, Novodvorsky has maintained a presence at Ottawa ComicCon and its Holiday Edition—not just as a vendor, but as a fan who once attended those very events in costume.

Her first booth was at Fanaticon in 2021, and she’s stayed closely involved with local fandom events like BTS Ottawa meetups. With BTS’s full return from military service this year, Novodvorsky is already planning a group tour to Seoul in June 2028 to align with the K-pop sensation’s 15th anniversary.

Despite the growing popularity of fandom travel, Novodvorsky remains a rare gem. She’s the only Canadian travel agent known to specialize this deeply in geek travel, and her appearance on the Travefy Lounge podcast in January 2024 sparked even more interest.

“I love seeing the geek travel alliance grow,” she says.

Still, misconceptions persist. The biggest one? That geek travel is for kids or people who "refuse to grow up." Novodvorsky ignores that notion, pointing out that many fandoms are older than most of their fans—Doctor Who premiered in 1963, Star Wars in 1977, and Superman debuted in 1938.

Fandoms also span generations. A Pokémon Café might be great for families, but a tour inspired by Outlander? That’s a grown-up trip.

Erin’s own fandoms are also deep and diverse: Star Wars, Star Trek, Doctor Who, Game of Thrones, Outlander, Studio Ghibli, and K-dramas. The list goes on.

She loves strong female characters like General Organa (formerly Princess Leia), Eowyn (Shield Maiden of Rohan) and others. Her family shares her love for LEGO and gaming. “We’ve had a gaming system in our house since the original NES (Nintendo),” she says.

Her knowledge is encyclopedic, her enthusiasm contagious, and her approach heartfelt.

In an industry often focused on luxury and logistics, Novodvorsky reminds us that travel can—and should—be personal and even a little geeky.

After all, for fans like her and her clients, these aren’t just vacations. They’re quests.

Sheila Gallant-Halloran (Lush Life Travel) – The Wellness Whisperer

How does someone go from calculating mortality rates to curating luxury safaris and Antarctic cruises? Meet Sheila Gallant-Halloran, founder of Lush Life Travel, a former actuary who swapped spreadsheets for ship decks and never looked back.

In 2006, after years working in financial risk management, she realized that life was too short to spend it forecasting loss. “I didn’t want to spend my life calculating the cost of death,” she says. “I wanted to help people focus on what makes life rich.”

That’s when she pivoted careers, founding a boutique travel business focused on high-touch, high-value journeys. Her goal? To help busy professionals and well-traveled couples make the most of their most precious resource: time.

Gallant-Halloran’s specialty is as refined as her itineraries: small ship cruising, river voyages, expedition travel, and custom wellness escapes.

“I bring the same precision I once used in actuarial modelling to designing unforgettable experiences,” she explains. And that she does—whether it's organizing a women-focused Normandy river cruise timed for Remembrance Day, planning expeditions to Antarctica or Greenland, designing a safari across South Africa and Botswana, or building a bike-themed cruise for cycling enthusiasts.

She’s not just an expert from behind a desk. In 2025 alone, she’s already sailed on two European river cruises, cruised to Antarctica, and toured a luxury icebreaker in Quebec. She regularly attends industry events, like the ASTA River Cruise Expo, ILTM and Virtuoso Travel Week. Not for show, but to maintain links with the suppliers and ships she recommends.

“I don’t just book trips,” says Gallant-Halloran. “I manage complexity, mitigate risk, and design unforgettable experiences. Luxury travel isn’t powered by algorithms—it’s powered by relationships.”

It’s no surprise Gallant-Halloran has earned accolades like Virtuoso Cruise Icon (2024 and 2025), placing her among the top one per cent of cruise sellers worldwide. She’s also been recognized with the Virtuoso’s Wellness Travel award and nominated for her leadership in sustainable travel. For clients, this means exclusive access, deep product knowledge, and insider connections that turn good trips into exceptional ones.

And while some rely on Google or AI to plan vacations, she’s quick to point out their limits. For example: AI doesn’t know that a 40-minute layover in Miami is a disaster waiting to happen, she says.

“AI can offer options—but it can’t flag what even a new travel advisor would know is a bad connection. I’m not competing with Google. I’m offering peace of mind, global support, and advocacy when it counts most,” she says.

How does she do it all? Gallant-Halloran batches her work, blocks her calendar, and breathes. She’s supported by a team who handles invoicing and itinerary-building, while she focuses on the client experience. Tools like Zoom and WhatsApp keep her connected across time zones, and she’s selective about new clients to protect her high-touch service.

“Balance is part of the luxury I sell, and I believe in modelling it myself,” she says.

Even her dog, a mini Goldendoodle, Tobi, is part of the brand, often stealing the spotlight in Instagram reels.

Originally from Newfoundland and now based in Ottawa, she’s equal parts spreadsheet and soul-searcher—someone who loves deck plans, stationery, and travel logistics as much as she loves the transformative power of a great trip.

A former softball star with a .747 batting average and a Black Belt in Tae Kwon Do, she brings that same discipline and passion to every journey she plans.

Her motto? “Luxury is what you don’t have to worry about.”

It’s not just a tagline—it’s a way of life. And for Gallant-Halloran’s clients, it’s the reason they keep coming back. Because she doesn’t just send them places. She helps them live better, travel deeper, and create the kind of memories that make a life rich.

Hidar Elmais (Travel Gurus) – The Lead Generator 

In an industry constantly reshaped by technology and shifting consumer habits, Hidar Elmais is proving that travel agencies not only still matter—they can thrive.

As the founder of Travel Gurus, a fast-growing Alberta-based agency, Elmais has created a hybrid business that blends personal service, cutting-edge technology, and a no-fee promise into a winning formula.

Elmais didn’t begin his journey in travel. He was studying international supply chain management when he realized his true passion lay elsewhere. He switched gears, took a travel program at MacEwan University, and opened his first travel desk—in the back of his mother’s hair salon. In 2012, and at age 25, he launched his own storefront in Edmonton. 

Today, Travel Gurus has offices in both Edmonton and Calgary, with a reputation for caring about the communities they serve.

From the beginning, Elmais committed to offering clients the best available price with no booking fees—a bold move in an industry where service charges, more and more, have become the norm. “We wanted to win over online bookers by showing them that they could come into our store, get real service, at no extra cost,” he explains.

At the heart of Travel Gurus’ success is a sharp focus on lead generation. More than 90 per cent of business comes through social media and a custom-built online booking form, which qualifies clients and distributes leads among staff. “Lead generation is my main objective,” says Elmais.

“I love leads. I love to generate as many leads as possible. We try to make it easy for both the agent and the client in terms of making sure we're following in a timely fashion.”

The agency doesn’t rely on high prices to drive revenue. Instead, it’s a volume game, with the team sometimes dealing with low-cost travel. But complex luxury trips and destination weddings are also on the menu. Elmais says once clients experience Travel Gurus’ service, they often return with bigger travel plans.

Elmais is also ahead of the curve when it comes to technology. Every agent is assigned a ChatGPT account, and Travel Gurus is preparing to launch an upgraded version of its online booking form, where AI helps agents by summarizing leads, suggesting itineraries, and qualifying clients—all without replacing the human touch.

The agency is also experimenting with virtual reality in both offices. Clients can use VR goggles to preview destinations or virtually walk through airports. It’s helpful for nervous or first-time travellers. This, Elmais says, has potential to bring in more foot traffic. “We're giving people access to instruments that can make their travel easier,” he says.

Despite its digital success, Travel Gurus stays grounded with physical storefronts and salaried staff. “It’s not just about supporting local—it’s about investing in the community,” says Elmais. In-office collaboration is key: Travel Gurus’ agents work as a team, sharing knowledge and expertise freely.

This people-first approach has helped Travel Gurus weather challenges, like the pandemic, and has earned it major industry recognition, including being named Rookie of the Year by Ensemble and earning a spot on the consortium’s Top 25 agencies in North America list.

Elmais sees the future of travel as one where technology enhanced—not replaces—human expertise. “You have to be ready to evolve, you have to be resilient,” he says. “If you don’t pivot when the industry changes, it will be hard.”

Marc Geuzinge & Angela Jeffreys-Geuzinge (Gin & Tonic Travel) – The Fusionists

Some love stories begin with roses. For Marc Geuzinge and Angela Jeffreys-Geuzinge, it started in a high school lunch line in Seoul, Korea in 1983.

Friends first, life took them on different paths—Marc into aviation at KLM in Amsterdam and photography, Angela into insurance and spiritual healing. Decades later, they reconnected in 2007 and decided to combine not only their lives, but their talents, too.

Today, the couple runs Gin & Tonic Travel, a boutique travel agency based in Dartmouth, Nova Scotia, that’s far more than a catchy name. Since opening in February 2022, they've built a brand that embodies their chemistry, travel expertise, and thoughtful approach to business.

Why Gin & Tonic? It’s more than a cocktail. “We wanted a name that represents us,” the pair explain in a joint statement. “A gin and tonic is made of two great components that, when combined, make something better together.”

And what do people do when they get on the ship, plane or hotel? “They start their vacation with a well-deserved drink,” the couple say.

Just like the two of them, their travel agency blends complementary strengths—Marc’s eye for photography and aviation insight with Angela’s organizational skills and spiritual approach to service.

They’ve even extended the brand identity into a custom-made gin in collaboration with the Liverpool Gin Distillery in the U.K. The agency even has its own theme song that was created by Marc’s son using AI. You can listen to it here (brace yourself, it’s a bop).

The playful, yet professional brand has become a great icebreaker and a unique way to attract clients. “Even people who do not like gin, or drink at all, like the name,” they say.

Gin & Tonic Travel is not your average agency. While they offer traditional cruises and FIT bookings (supported by one affiliate, Samantha, a solo and Disney specialist), the duo is deeply committed to accessibility.

All team members are IBCESS-certified Autism Travel Professionals, enabling them to design travel for neurodiverse individuals and families—an underserved and often overlooked market.

They also delegate smartly. Marc, a pro photographer, handles the visual content, while Angela, drawing from 20 years in insurance, manages finances.

Their most meaningful booking? An Antarctic expedition for a family of five. The destination holds a personal significance—Marc and Angela have been there themselves and describe it as transformative. “It changed us,” they say, “so we were thrilled to help others experience it too.”

When they’re not booking bucket-list trips, they’re sampling gins around the world or sipping tea and coffee at home—though they’re quick to remind people to drink responsibly, and that the "Gin & Tonic" philosophy works just as well for mocktails. It’s all about the blend.

But what truly sets Marc and Angela apart isn’t just their clever branding or travel savvy—it’s their authenticity. They’ve built Gin & Tonic Travel on friendship, mutual respect, and a shared love of the world and the people in it.

As they say, “In this industry, we found there is no competitive attitude. The support and friendship shown to us has been a refreshing change.”

And just like the cocktail they’re named after, their partnership is greater than the sum of its parts.

Oliver Luehr (Deaf Travel Canada) – The Communicator 

In an industry often shaped by sound—airport announcements, cruise ship horns, guided tours—one Canadian travel advisor is changing the narrative.

Since 2018, Oliver Luehr of Deaf Canada Travel has opened the world of travel to deaf, hard-of-hearing, and deafblind clients, creating experiences that prioritize communication and true accessibility.

Luehr, who is deaf, began his career with a U.S.-based travel agency that focused on his community, but high costs in U.S. dollars prompted him to create more affordable, Canada-based options.

Today, his agency books travel using various communication methods, including sign language, whether on Zoom or in person. His goal? To ensure every traveller feels seen, understood, and supported.

“Accessibility for the deaf and hard-of-hearing in travel has improved,” Luehr tells PAX.

Many transit systems now offer visual displays, written communication, and accessible signage. Hotels and attractions are also integrating smart technology like voice-activated controls and real-time updates, he said.

One shining example of accessibility in action was a Royal Caribbean cruise Luehr co-hosted with a U.S.-based deaf agency in February. Not only did the cruise line provide 36 interpreters for the 242 deaf travellers that were booked in the group, it also ensured full access to shows, excursions and onboard experiences.

But challenges remain. Emergency announcements, staff training, and consistent accessibility measures across different regions are still lacking, Luehr says.

“Many deaf travellers still face barriers when trying to access information in airports, train stations, or ride-sharing services,” he says.

As an advocate, Luehr works to educate travel companies on the value of accessible options at events and for presentations. Early on, he had to explain why ASL interpreters were essential for him to participate in training so he could serve his clients effectively.

He saw these early challenges as opportunities—to advocate, educate, and change the industry from within.

A common misconception, he says, is that all deaf travellers use sign language. But in reality, communication preferences vary—some use speech, assistive devices, or written notes.

“Assuming that sign language is universal can also be misleading, as different countries have distinct sign languages,” he says.

The best approach? Ask how someone prefers to communicate. “It’s a simple way to foster inclusivity and respect.”

What sets Luehr apart isn’t just his niche—it’s his mission.

He provides a roadmap for travel companies: offer staff training on deaf culture and communication, create accessible booking options (via email, text, and video calls with interpreters), and ensure travel details are available in visual formats.

He encourages partnerships with hotels, tour operators, and transportation providers that prioritize accessibility, and advocates for standardized measures like visual emergency alerts and sign language services.

“By taking these steps, travel agencies can empower deaf travellers to explore the world with confidence,” he says.

Carmen Magro (Klondike Travel and Yukon Tours) – The Northern Navigator

If you think the Yukon is just snow, sled dogs, and total darkness half the year, Carmen Magro is here to set you straight — and maybe book your trip while she’s at it.

As the founder of both Klondike Travel and Yukon Tours, Magro has made it her mission to help people explore Canada’s North with less guesswork, fewer delays, and a whole lot more awe.

Originally from British Columbia, Magro now calls Whitehorse home — and has since 2004. But she’s no northern newcomer. She spent the early ’90s living in Yellowknife and spent childhood summers in the Yukon. She didn’t just stumble into the North — she chose it. And then she built a business there.

Her career started in accounting and that business background laid the foundation for Klondike Travel, which began as a hobby in 1998. By 2012, it had grown into a full-fledged storefront. As of 2024, under Envoyage, it operates remotely with a tight-knit team of travel pros handling everything from corporate bookings to group tours, travel insurance and conferences.

But Magro’s most savvy move might be Yukon Tours, launched in 2014 after she noticed people mistook Klondike Travel for a vacation company — and then kept asking her to plan their northern getaways. Seeing a gap in the market, she leaned in.

Today, Yukon Tours is the only year-round DMC in the territory, crafting custom trips for independent travellers and small groups who’d rather not DIY in the land of limited cell service and even fewer road signs.

Running both an agency and a tour operator isn’t for the faint of heart — or the disorganized. “It’s the trickiest part,” says Magro. But it’s also what makes her operation so effective. Magro doesn’t just book travel, she builds experiences from the ground up, often in places where there’s barely any ground (or tundra) to stand on.

She also spends time myth-busting. No, Whitehorse isn’t next door to Yellowknife. No, it’s not winter all year. And no, the aurora borealis doesn’t illuminate the sky in the middle of summer. But what the Yukon does offer is wild beauty, cultural depth, and just the right amount of rugged.

For clients, the North presents its own challenges — multi-leg flights, weather delays, overnight stops in tiny communities — which is exactly why Magro’s expertise is indispensable. She makes complicated travel look effortless, even when it’s anything but.

Since COVID, she’s also seen a shift in where her corporate clients are heading. Greenland? Yes. The Netherlands? Also yes. While the Yukon remains her heartland, Magro’s reach is far.

At the core of everything she does is a love for the land — and a desire to share it responsibly. “We have more moose than people,” she says, “and our love for the land is ingrained in our lives. We truly love where we live.”

Penny Martin (The Travel Agent Next Door) – The Full-Circle Advisor

Penny Martin may not call herself fascinating — but anyone who’s met her would beg to differ.

With a wardrobe full of vintage finds, a collection of berets, and a sharp eye for travel planning, she’s part travel advisor, part style icon, and part industry legend.

Her story is one of reinvention. Martin began her career as a travel advisor more than 40 years ago and rose through the ranks at CAA, Sears Travel, Trevello (then TPI), and The Travel Agent Next Door (TTAND), where she was vice-president of agent experience for a decade until stepping down last year.

Now, in retirement, she’s back to where it all started: working directly with clients as an advisor, creating special interest trips with her husband, legendary lensman Dan Galbraith, that focus on photography and culinary experiences.

“Helping people realize their travel dreams is why I started in this business,” she says.

Penny’s decades-long love affair with the travel industry hasn’t wavered, even through turbulent times. 9/11, SARS, COVID — it was never easy, but it wnever boring. “The energy, the people, the destinations – that’s what has kept me in the industry,” she says.

She credits her success to hard work, curiosity, and an unapologetically human approach to leadership: “You don’t have to be tough to be respected,” she says. “You just have to be fair, supportive, and willing to lift people up.”

One of her proudest accomplishments was helping build TTAND from the ground up with founder Flemming Friisdahl. “We started with nothing but a belief in what we could build,” she recalls.

That leap of faith turned into something incredible. “What gave me confidence was my deep understanding of what travel agents needed and wanted, thanks to my years of experience in the industry,” she says.

These days, Martin lives in Lunenburg, Nova Scotia, with her husband Dan — a photographer who’s known for capturing his wife in classic vintage threads.

Between waterfront walks with their dog Wally, culinary experiments and baking adventures, Martin has embraced a slower, richer rhythm of life. But make no mistake: she’s still very much in the game.

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