TravelBrands roadshow returns to B.C. with new tools, AI, and advisor-focused upgrades in tow

After an 18-month hiatus, TravelBrands has officially hit the road again with a series of appreciate events for travel advisors in select Canadian cities.  

The kickoff, under the theme “Change and Create,” took place Monday night (Oct. 6) at the Hilton Vancouver Metrotown in Burnaby, marking the brand’s long-awaited return to Western Canada — its first roadshow there since 2019.

“We’re kind of always here,” said Bruce Lidberg, senior director of sales at TravelBrands. “We attend a number of events throughout the year, but this is the first TravelBrands event [in Vancouver] since the pandemic. It’s always fun to see our Vancouver people and meet with B.C. travel agents.”

More than 300 travel advisors from the B.C. area, along with 54 suppliers, attended last night’s event.

“Usually, when we participate in other events, we share the spotlight with another partner. But tonight, it’s fully focused on TravelBrands,” said Lidberg. “It’s a great combination — travel agents get the chance to meet our supplier partners from around the globe, but we also get to focus on what we can do for them and how we can work more closely together.”

“It’s an opportunity to talk directly about what we’re doing and how we can help them grow their business.”

What’s new?

TravelBrands always has something new in the works, Lidberg explained, noting that “technology is always a big focus.”

On the air side, TravelBrands is continuously working to integrate New Distribution Capability (NDC) technology, which secures the best pricing and content for the trade.

TravelBrands has also introduced a new hotel switch, unlocking more promotions and products, along with lower prices.

Additionally, there's a new multi-destination function that allows agents to book up to nine cities, including flights, hotels and add-ons, like car rentals, within minutes.

Travel advisors can also now book complete travel packages with Exotik Journeys directly on Access+, eliminating the need to call in.

Lidberg made one thing clear to travel advisors during his presentation: “We are not your competition,” he said. “We don’t have big fancy TV commercials. We want people to come to you, not to us. And we’re not going to change that.”

Another highlight is the launch of TravelBrands’ new “AI with Emma” tool, a chatbot that gives agents the ability to access their invoices and documents without having to speak to anyone (if they wish).

Finally, TravelBrands has revamped its loyalty points program for the trade, introducing lower redemption levels, no caps on groups, extra savings on personal travel and less points for redeeming for travel certificates.

TravelBrands, meanwhile, continues to offer 24/7 in-destination support for travel agents and customers, available by phone or email for any of their products.

Travel trends

According to Lidberg, travel trends continue to evolve in response to global politics, including those between Canada and the United States.

“Some snowbirds who used to go to the U.S. now want to go elsewhere,” he said.

TravelBrands’ extra-long stays of up to 88 days – in Europe, for example – directly respond to that shift.

Cruises still rising

Cruises remain as popular as ever, and the TravelBrands team continues to expand its options.

One trend TravelBrands has embraced in its cruise sales, via Encore, is the growing number of bookings that include air, a shift attributed to the company’s air-sea protection program.

This program guarantees that if clients experience a flight cancellation, delay, or disruption that prevents them from reaching their cruise, TravelBrands will step in to ensure they get to their ship — or at least to the next available port of call.

TravelBrands’ popular SeaU conference is also set to return. In November 2026, the learning event at sea will celebrate its 10th anniversary aboard a Virgin Voyages ship.

Around 15 partners will be on board to connect with travel advisors and help them boost their cruise sales.

The gathering promises to be an extraordinary experience for travel industry professionals — a journey filled with valuable insights, networking opportunities, and the lively adults-only spirit that defines Virgin Voyages.

Spotlight destination: Japan

The presentation wrapped up with a focus on Japan, the featured destination of the evening.

The H.I.S. Group, a Japanese company that acquired TravelBrands in 2019, showcased its tours to Japan.

During the presentation, Émilie Prudhomme from H.I.S. Global, described Japan as a “bucket list trip,” highlighting its many attractions that appeal to a wide and diverse range of travelers.

This week, nearly a dozen members from the H.I.S. team will join TravelBrands on the road to present its product lineup to travel advisors.

TravelBrands’ next stop is Toronto on October 8, followed by Montreal on October 9.

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