TravelBrands raises $308,200+ for SickKids at charity golf classic

It was a hole-in-one kinda day if ever there was one.

TravelBrands’ ninth annual charity golf classic unfolded at Eagles Nest Golf Club in Maple, ON on Thursday (Sept. 5), bringing together a lively crowd of more than 140 travel colleagues from all corners of the biz.

Blessed with impeccable weather, the day gave participants a sun-filled opportunity to network over 18 holes of golf, access ice cream and food trucks, and enjoy other branded activations on the links – including a PAX-branded photo booth, at hole 17, in a retro-orange van.

Other standout features included the oyster bar, Caesar Bar and a rum tasting. Attendees competed in lively games for a chance to win incredible prizes, including a trip to Bermuda, a 55” TV, and gift cards. 

The event was held to support TravelBrands’ efforts in raising money for the SickKids Foundation, which conducts research that improves the health of children, from discovery sciences to clinical care.

This year’s gathering expanded participation beyond those attending the golf tournament itself. TravelBrands' silent auction – which had 35 prizes up for grabs, from luxurious trips to kitchen merchandise to sports gear – was open to all travel industry professionals, regardless of attendance.

VIDEO: TravelBrands 2024 charity golf classic - Nathalie Tanious on giving back & winter booking trends

At an end-of-day dinner, TravelBrands presented a check to SickKids Foundation worth $308,224.21.

Golfers and teams were also honoured for their skills and performance. Here's the day's winners list: 

• The winning team was from the CFL
• Men’s longest drive – Marcus Fortino
• Ladies closet to the Pin – Meghan Williams
• Men’s closet to the Pin – Mike Ruby
• Ladies longest drive – Audrey Tanquay Beaudette
• Helicopter Ball drop winner – Colin Skerritt
• Oncourse game winners were: David Goldstein, Pat Brady, Valerie Dekkers, Andrew Lind, Kyle Lohnes, Michael Miocevich, Brian Brophy, Matt Anstett, and Brian McLachlan

One-on-one wth Nathalie Tanious

Speaking to PAX at the event, Nathalie Tanious, president and CEO of TravelBrands, said “words cannot express” how important the SickKids Foundation as an organization that helps improve the lives of children.

“So many children that have gone through SickKids have made it through,” she said. “The foundation gives so much support to parents, families, and young children when they’re going through a struggle. They come out stronger than ever. Without the support of the SickKids Foundation, it couldn’t be done.”

Tanious also took time to address the upcoming winter booking season. As far as early bookings are concerned, “things are looking good. We are optimistic,” she said.

“There’s so much capacity, so many products and so many destinations to choose from,” she said.

Last month, PAX conducted an in-depth interview with Tanious as part of our Winter Is Coming series, an end-of-summer look at the trends and spending behaviours that are shaping the upcoming winter season. 

Some of the trends that TravelBrands is tracking right now include long-term stays in Portugal, last-minute bookings, and a renewed focus on value amid uncertainties around the weakening dollar, inflation and interest rates. 

“Canadians will travel,” Tanious told us in that interview. “The question, now, is how much are they going to spend? There’s a lot of capacity and choice, but they may be a little more conservative when it comes to the amount.”

Cruise sales, meanwhile, remain strong. “There’s so much tonnage out there and something for every budget,” Tanious said. 

 Tanious top sales tip for travel advisors this winter is to “book early and upsell, upsell, upsell,” she said. 

To see more pictures from the day, visit and "like" PAX's Facebook page here. 

Watch PAX’s on location interview with Nathalie Tanious below. 

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