ACTA Summit spotlights collaboration, technology and excellence in travel trade

The Association of Canadian Travel Agencies and Travel Advisors (ACTA) Summit in Toronto continued with a full day of programming that emphasized collaboration, industry resilience and recognition of leadership across the travel trade.

Morning panel: Stronger together

Following opening remarks by Suzanne Acton-Gervais, ACTA president, the morning continued with a keynote panel, Stronger Together: Collaborative Strategies for Building a Successful Travel Business, moderated by ACTA vice-chair Melanie Carter. 

Panelists Christine James, vice-president of TL Network Canada; Brian Robertson, president of Direct Travel; Shalene Dudley, CEO of Latitude Concierge Travels; and Gail Donovan, owner of Beyond the Beach Travel, brought perspectives from across leisure, corporate and group travel.

James underscored how far-out clients are booking. 

“What we're seeing is an unprecedented long-term booking trend” she said, noting that advisors need to be ready with 2026 and even 2027 departures already open. 

Luxury and bucket-list trips, she added, continue to drive high-value business.

Donovan, who specializes in group travel, confirmed that clients are booking further ahead for once-in-a-lifetime itineraries — from Japan to African safaris — because “they want a new experience” beyond traditional resort destinations.

Robertson highlighted the blurring lines between business and leisure travel. 

“People are going to whatever the function is that they need to be travelling for in business, and then taking the weekend or their own vacation, bringing their family, continuing on, combining different cities. There's been a huge increase in that,” he said.

Dudley noted the increasing acceptance of service fees. 

“People are understanding our worth. And it's time to reflect that,” she said, adding that even younger travellers are happy to pay for dedicated service. 

The panel also debated specialization versus diversification. 

James advised agents to develop genuine expertise in a niche but maintain flexibility, while Robertson said the most successful organizations balance both. 

Dudley stressed the importance of having “a plan B, C, D and maybe even an E” to stay resilient through market shifts.

Technology was another recurring theme. 

Robertson predicted that “we're going to see change over the next four years in this business that's going to happen faster than how it's happened in the last 40 years,” pointing to new booking platforms and AI-driven tools.

On crisis readiness, panelists agreed that proactive client communication and strong supplier relationships are essential. 

“If one positive thing came out of the pandemic or a strike, it’s that it continues to elevate the value of the travel advisor,” said James.

Breakouts and lunch

After morning breakout sessions, attendees reconvened for lunch, where supplier partners shared brief updates and market outlooks.

Speakers included Elaine French, business development manager, Southwestern Ontario for Globus, who pointed to surging interest in Europe, Canada and river cruising, with booking windows stretching as far as 2027. 

Other speakers included Malcolm Smith, SVP, global markets, chief trade and product development officer for Brand USA; and Isabel Martín Benítez, consul for tourism affairs at the Tourist Office of Spain in Toronto, who highlighted the ACTA International Destination Conference taking place in Castilla y León in October.

Air Canada’s Lisa Pierce, vice president, global sales & Air Canada Vacations, announced the launch of AC Connect, a new recognition program for travel advisors. 

She also highlighted new and returning routes including Montreal–Catania, Toronto–Budapest, Toronto–Shanghai and Vancouver–Bangkok. 

“These new destinations are not just about expanding our network, they are about expanding opportunities for all of you to shine,” she said.

Afternoon recognition

After the afternoon breakout sessions, attendees gathered for the Grand Tradeshow to connect with more than 100 suppliers. 

New features this year included the Brand USA Pavilion and a debut Cruise Pavilion. 

Advisors also had chances to win travel vouchers, luxury getaways and premium products, adding extra buzz to the show floor.

The program continued with a keynote by Beverly Beuermann-King, workplace culture and resiliency expert, focused on advisor well-being in an unpredictable industry. 

"Hope is absolutely a business strategy," said Beuermann-King.

"Hope allows us to be able to take that step forward even when things are uncertain and we have no idea what's ahead of us."

The session offered practical strategies to help advisors stay motivated, resilient and better equipped to support both their clients and themselves.

The day closed with ACTA’s awards ceremony, which honoured individuals making an impact across the travel industry — a fitting finale to a program built around collaboration, recognition and industry strength.

Award winners included:

• Gerald Heifetz Advocacy Award: Liz Fleming, North South Travel
• Corporate Travel Advisor Award: Maria Cotsopoulos Direct Travel
• CTC/CTM Lifetime Achievement Award: Czarina Sastaunik CTC, Uniglobe Carefree Travel
• Ches Chard Education Award: Kali Gray, Trevello Travel Group
• Tomorrow’s Leader Award: Sarah Campbell, Uniglobe Carefree Travel
• Leisure Travel Advisor Award: Barry Davis, Transat Travel Shaganappi

The awards celebrated advocacy, education and future leadership — a fitting conclusion to a day focused on building a stronger, more collaborative industry.

As Carter reminded attendees in the morning panel closing, sometimes the most important strategy is also the simplest: “Be kind, be patient and be courteous. That is the most important thing in this industry that will keep bringing people back to you, whether it’s partner relationships or your clients.”

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