“Europe is over 45% of our bookings”: Goway talks trends, previews what’s ahead at cricket match

Goway Travel and Air New Zealand were back on the pitch on a sunny Thursday (Aug. 20), batting for bragging rights as their annual cricket tradition marked 25 years.

Held at the Toronto Cricket Skating and Curling Club, the friendly match ended with an Air New Zealand victory, while Goway destination specialist Alice Teramoto was named the match’s most valuable player.

The game was followed by a reception attended by employees from both companies.

For Goway founder Bruce Hodge, the event offers a valuable opportunity to bring together a workforce spread across the continent.

“Any time we can get the whole staff together on a social basis, having fun, it's a good opportunity,” Hodge said, speaking to PAX. “We have people from all over North America, including people who came in from Western Canada." 

Mason Spencer, account executive at Air New Zealand, said Goway and Air New Zealand share a "special trade relationship that dates back many decades." 

"A big part of that close partnership is the annual Goway vs Air New Zealand cricket match, played in Toronto each year," he said. "It’s a tradition that captures the friendship and mutual respect between Goway and Air New Zealand, both on and off the field, and one Air New Zealand looks forward to being part of for many years to come.”

Goway’s leadership team also shared updates on booking patterns, new products and several trade initiatives taking shape over the coming months.

Europe leads Goway bookings

Europe currently accounts for more than 45 per cent of Goway’s bookings, according to Craig Canvin, senior vice-president at Goway Travel.

“Italy is number one, but we’re also seeing a lot of off-the-beaten-path travel, including northern Europe,” Canvin said.

That demand reflects Europe’s dominant position in Goway’s business.

“Europe is over 45 per cent of our bookings. Number two is Australia and number three is Japan.”

Travellers are also planning well ahead, particularly when booking the complex, customized itineraries that make up a significant part of Goway’s business.

“Our type of business is typically booked at least 160 days in advance," Canvin said. "A lot of people are even booking now for next summer."

Goway is looking to diversify strong summer demand for Europe by building more shoulder-season itineraries around festivals and special events, said Mitchell Fawcett, vice-president of marketing at Goway Travel.

The operator is also expanding its cruise offering. 

In September, Goway plans to launch a dedicated product line focused exclusively on river cruising, with cruise line partners, building on products it has already offered in these categories.

Advisor feedback becomes action

Several new initiatives have emerged from Goway’s Travel Advisory Board, which was introduced at last year’s cricket match.

The 10-member board brings together travel advisors and consortia representatives from across North America, providing Goway with direct feedback on its products, services and future plans.

“We use them as a sample,” Canvin said. “When we’re looking at new initiatives and new ideas, we will run it by them.”

One recommendation was for Goway to develop a program geared toward women travelling independently. 

The operator has since launched a collection of solo women’s trips, with departures beginning in 2027 and sales underway this year. 

More departures are expected to be announced this fall.

Fawcett added these Solo Women Travel packages are seeing particular interest among older women entering a new phase of travel. 

Many have previously travelled with Goway with partners, family members or larger groups and are now ready to explore independently.

“These are boomers and seniors who are experiencing the world of travel on their own in such an admirable and beautiful way,” he said.

The advisory board also encouraged Goway to dedicate more attention to business class and premium economy air travel, which Canvin said has become a major initiative for the company.

A new portal for advisors

Goway is also preparing to introduce a redesigned agent portal, currently targeted for fall 2026.

“It will completely change how the travel advisor community can interact with us, get quotes, track their information, monitor their training and rewards programs,” Fawcett said.

The goal, he added, is to give advisors simpler digital access to the tools and information they already rely on Goway to provide.

While the company is investing in technology, Fawcett said its destination specialists remain central to its value proposition, particularly as artificial intelligence becomes more common in travel research and planning.

“Our team of destination specialists are and will continue to be the single most important value that we offer,” he said.

“We will, as we always have, make sure that we invest in their education and their expertise, hiring them because they know these places intimately.”

As Goway expands its digital tools, Fawcett said the rise of AI is sharpening the industry’s focus on what experienced travel professionals uniquely contribute.

“We're the people with the experience, and we bring that lived, actual experience and the heart and the know-how,” he said.

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