Nexion eyes growth as Canadians turn away from U.S. trips

Despite political and economic uncertainties, demand for travel remains strong in 2025, says Jackie Friedman, president of Nexion Travel Group, which includes Nexion Canada.

On Thursday (May 15), Friedman visited Toronto for a lunch meeting at Daphne restaurant with select trade media to discuss booking trends – including the impact of U.S. President Donald Trump’s tariff war on Canada – and findings from a recent survey of 77 Nexion Canada advisors.

As expected, political tensions between the U.S. and Canada, along with a weaker Canadian dollar, have affected travel decisions.

Clients are cancelling U.S. trips and booking domestic or international vacations instead, said Friedman, who was joined by Esther Roemmele, Nexion’s director of Canada operations.

“People are still travelling – they're just changing where they’re travelling to,” Friedman said. “We’re seeing some cancellations, but we think [clients] will come back once things stabilize.”

Rollin’ on the river

Nexion is feeling the effects of Canadians avoiding U.S. travel due to Trump’s tariff policies.

According to its survey, advisors are booking more last-minute upper-premium river cruises in Europe as clients avoid U.S. cruise ports. Booking windows have also shortened by two to three months.

Many clients fear crossing the U.S. border, Nexion’s study found. Nearly half of survey respondents said clients were 46 to 60 years old; 25 per cent said most were 61 or older; and nearly 30 per cent reported clients aged 31 to 45.

READ MORE: Travel from Canada to U.S. took another hit in April: CBP, StatCan

Common reasons for changing travel plans included geopolitical concerns (58 per cent), economic uncertainty (47 per cent), and currency conversion (45 per cent). However, advisors said these factors haven’t significantly impacted overall business.

“We're seeing some softness in Caribbean cruising – especially out of the U.S.,” Friedman said. “But people are still cruising – just in Europe or elsewhere.”

Nexion’s cruise revenue, meanwhile, is up, which suggests that clients are opting for longer, more exotic itineraries, Friedman said.

The company’s top destinations remain Mexico, the Dominican Republic, and Jamaica. Yet, Friedman said these destinations are seeing slightly softer performance as more exotic destinations – in Europe and beyond – take off.  

Looking ahead to 2025, Friedman was optimistic. “It's looking good, but it depends on where clients are travelling,” she said. “Those who sold theme parks and Caribbean cruises are definitely feeling the heat.”

The best of both worlds

Thursday’s luncheon followed Nexion’s business development events in Toronto and Vancouver. Smaller “mixer” events are planned this summer for Calgary, Edmonton, Halifax, and St. John’s.

Nexion also recently wrapped its Cruise Sales Summit in Port Canaveral, FL.

“These events were met very positively,” Friedman said, noting a “significant” multi-day event is planned for Canada next year.

READ MORE: “A best-of-both-worlds strategy”: Nexion Canada sets sights on expansion

The events help build a sense of community—something Friedman says is Nexion’s biggest strength.

“What makes us stand out is the community advisors have with each other,” she said.

The agency has around 600 members in nearly every province (except Quebec) and began 2025 with a new leadership structure. Mike Foster stepped down as president last September. Friedman now leads Nexion in both the U.S. and Canada, while Roemmele directs the Canadian operations.

Alex Foster, Mike’s son, has also taken on a sales specialist role.

While Canada-U.S. tensions persist, Nexion continues to support advisors in both countries.

“We offer the best of both worlds,” Friedman said. “Canadian advisors are taking advantage of development programs across borders. We're seeing more collaboration.”

Texas-based (but born in Canada) Friedman was also in Toronto to promote a pro-Canadian message. Before joining Nexion in 2004, she spent 15 years with Sabre and started her career as a travel agent and manager in Toronto.

“It’s important to share how valuable the Canadian market is to Nexion,” she said.

Fierce competition 

The team is working to grow its advisor base, focusing on those committed to building a full or part-time business.

“We want advisors to know this isn't just a business—it’s a career,” Friedman said. “It’s not a hobby. It takes training. It's not something where you can just turn on a website and expect your business to go.”

Each month, Nexion Canada brings on 8–12 new advisors—over 80 per cent of whom are new to the industry.

READ MORE: U.S.-based host agency Fora forges ahead in Ontario

Even so, competition among host agencies is fierce, with newcomers like U.S.-based Fora offering new models, and other established players ramping up their training, tech and commission offers. 

Friedman’s perspective is that host agencies aren’t a one-size-fits-all solution.

Commenting on New York-City-based Fora, which recently launched in Ontario, Friedman believes the company is targeting a specific demographic: well-travelled, younger influencers who believe they can sell travel.

She also doubts that Fora’s advisors generate high sales volumes – “at least in the U.S.”

“We don’t want to be that,” Friedman said. “But we do pride ourselves on developing new-to-industry advisors. We have great training programs and we’ve had some tremendous success in developing new talent.”

Nexion’s virtual training includes a program called “Roadmap to Success,” and an “Essentials” class.

“It’s self-paced,” said Roemmele, “but it takes about three months for people to complete. Some complete it sooner. They run before they crawl, but we encourage them to crawl first.”

Friedman mentioned that next year, Nexion Canada plans to launch in-person classes.

How big are their growth ambitions?

“I’d love to get to 1,000 [advisors] – but with the right advisors,” Friedman said. “I don't want to be a host agency that lets anyone in. We want people who understand what it takes to build a business.”

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