Golf & giving back: TravelBrands tees up big win for SickKids

The Canadian travel industry came together for a slightly drizzly day of golf, networking and fundraising for the 11th annual TravelBrands Golf Classic at Eagle’s Nest Golf Course in Maple, ON, where organizers raised $644,069 for the SickKids Foundation.

Speaking with PAX at the event, Nathalie Tanious, president and CEO of H.I.S. Canada Travel Inc., the parent company of TravelBrands, said 148 golfers took part in this year’s event, with another 38 guests joining for dinner, bringing attendance close to 200 people.

Despite a bit of rain, the weather did little to dampen the mood. Spirits were lifted at all 18 holes thanks to sponsors and engaging activations.

Oysters were shucked, golfers had impromptu dance parties, drank at Caesar stations and shot golf balls out of air cannons. And the club house kitchen was there for anyone with snacks and drinks throughout the day.

“We try to do things a little different every year,” Tanious told PAX. “It’s about golfing, but if you want to eat, drink and play games all day, you can also do that.”

This year’s golfers also received goody bags from Di Manno Bakery.  And for those that were in it to win it, dozens of big-ticket prizes were up for grabs.

There was also a silent auction that could be bid on in-person or for the general public online.

Eleven years, more than $3 million raised

TravelBrands has supported SickKids for 11 years, raising more than $3 million for the hospital during that time.

The relationship dates back to a previous owner of the company who had been a patient at the hospital, making the cause a personal one that continues to be supported.

The funds raised through the tournament go toward the Labatt Family Heart Centre (LFHC) at SickKids.

“The support from the travel industry is always overwhelming,” Tanious said. “Every year we raise more.”

Last year’s tournament raised $311,000 before a corporate matching contribution. This year, TravelBrands targeted between $325,000 and $350,000 from the event, which was matched through a private anonymous contribution.

TravelBrands has set a goal to raise $3 million more in the next five years.

The golf tournament is only one part of TravelBrands’ broader SickKids fundraising efforts.

The company also organizes an annual charity walk, its annual one per cent give-back initiative known as SickKids Day, and, this year, a holiday toy drive.

The tournament’s program also included a presentation from brother and sister SickKids ambassadors who shared their personal experiences with the hospital.

Finding alternatives  

The charitable event comes at a time when the Canadian travel industry continues to navigate geopolitical uncertainty, higher prices and changing consumer behaviour.

“It’s been a good year overall,” said Tanious, but acknowledged that the industry “is not for the faint of heart.”

TravelBrands has responded by expanding its range of options available to travel advisors and consumers, particularly as Canadians look for alternatives to the United States.

This year, the company placed greater emphasis on long-stay programs in the Dominican Republic and Mexico, while also expanding long-stay offerings in Europe beyond the traditional winter period.

The strategy also puts greater emphasis on Jamaica, the wider Caribbean and Mexico.

Tanious described the shift as a response to market conditions rather than a short-term trend.

“We’re always looking for alternative destinations,” she said, “especially with the way the market has been in the last 18 months. We did see a boost in confidence towards the end of the summer as a trade deal seemed possible…but now here we are again.”

The impact of geopolitical events has also been felt in destinations including Cuba and parts of the Middle East, she said, with some travellers becoming more hesitant about visiting certain regions.

TravelBrands’ broad portfolio allows the company an opportunity to redirect that demand.

“Whether you’re looking for hotel, air, car or cruise, we have the solution,” said Tanious.

Canadians are still travelling

Despite economic pressures and rising travel costs, Tanious said Canadians remain committed to travelling.  

But at the same time, higher prices mean travellers are increasingly looking for ways to make their budgets work.

That could mean choosing a shorter stay, selecting a less expensive destination or travelling closer to home, she said.

“If you can’t afford seven days in the D.R., then maybe you go away for five,” Tanious said.

Domestic travel has also performed well, she noted, pointing to Canada’s breadth of destinations as an option that can sometimes be overlooked.

“Our role is to offer products that are similar but ones that they can afford,” she said.

More technology, including AI behind the scenes

Technology remains another major focus for TravelBrands, as the organization continues to empower travel advisors with an expanding suite of tools and technology.

The company continues to add to its NDC offering as the industry shifts toward new ways of distributing and pricing air content.

Other improvements have been made to the company’s self-serve tools, including its Access program, live chat functionality, electronic documents and invoices, and a newer car-booking capability that allows users to make modifications and add air information.

Artificial intelligence is also being incorporated into TravelBrands’ operations, although Tanious said not all of those applications are necessarily visible to agents.

“The live chat is a great example of that,” she said. “You don’t have to talk to anyone if you don’t want to and we provide those tools.”

Behind the scenes, AI is being used to streamline processes and connect product lines with less human intervention.

TravelBrands is preparing for the next phase of its programming, with agent shows planned for February and early March, alongside a series of new initiatives that Tanious said will be rolled out in the coming months.

For now, the company's attention remains on uniting the industry, using that collective strength to support SickKids and saving children’s lives.

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