“Powered By Heart”: TDC tackles AI, life after Cuba & the future of travel advisors

Artificial intelligence may be reshaping how Canadians dream about, research and book their vacations, but Transat Distribution Canada (TDC) says there’s one thing the technology can’t replicate: the human heart.

That message will take centre stage at TDC’s flagship fall conference, Rendez-vous, which this year carries the theme “Powered By Heart” (the official title uses a blue heart emoji) – a deliberate play on the “powered by” language synonymous with tech companies. 

The event kicked off with a French edition at the Centre de congrès de Saint-Hyacinthe on Sept. 19 and 20, while the English edition will take place at the Hilton Mississauga/Meadowvale on Sept. 26 and 27.

And while TDC isn’t shying away from AI, its message to travel advisors is that technology should amplify, rather than replace, what they already do best.

“The human element is so important in the equation and in the relationship between travel advisor and travellers,” Karine Gagnon, TDC’s general manager, told PAX via video link on Sept. 17.

AI meets emotional intelligence

It’s a timely discussion (and one that PAX has written about in the past) for a network that encompasses Marlin Travel, TravelPlus, Affiliates, Transat Travel and agent@home in English Canada, and Voyages Transat, Club Voyages, Voyages en Liberté and agent@externe in Quebec.

The “Powered By Heart” theme emerged, in part, from research TDC conducted with Ipsos earlier this year.

READ MORE: Chatbots have travel ideas. But they can’t replace the human heart

The project included a quantitative survey of 1,200 Canadian travellers, along with closed-door discussions Ipsos held with TDC agency owners and managers, as well as preferred partners.

AI repeatedly surfaced in conversations about the future of travel distribution, said Marc Pelletier, TDC’s senior director of marketing, communications and events, also on the call.

But so did the qualities tech can’t easily reproduce.

“One of the conclusions of the study was that there are things technology will not be able to replace, at least not in the next foreseeable future, like judgement, empathy, reassurance, accountability, and so on,” Pelletier said.

That inspired TDC’s conference theme.

“We don't deny AI’s importance. A lot of our owners see the potential of it helping them with daily operations and saving time,” Pelletier said.

But many don’t see it as a threat to the travel advisor profession itself, he said.

It’s a concept reinforced by Expedia Group’s research into what it calls the “AI Trust Gap.”

According to the study, just eight per cent of consumers rely on AI platforms like ChatGPT and Gemini when planning travel, while 66 per cent say they would not trust an AI assistant to buy or book anything on their behalf.

Meanwhile, 68 per cent prefer booking with a trusted travel brand over AI chatbots and agents, even when AI-powered booking is available.

Rendez-vous will explore that intersection between technology and humanity through its programming.

An owners meeting will include a session about maximizing human potential and emotional intelligence in the context of AI, while Jasmin Bergeron, a professor at Université du Québec à Montréal and author, will deliver a keynote about creating a “wow” effect and leaving lasting impressions with customers.

The final keynote comes from Édith Lemay, whose family story is featured in the National Geographic Documentary Films production Blink.

Lemay and her husband travelled around the world with their four children after learning that three of them would eventually lose their sight, setting out to fill their visual memories with experiences and images.

“It’s a very touching story, but with an inspirational message about how to turn a difficult situation into a positive outcome. Or at least bring hope to a difficult situation. It’s also about the reason why people travel,” Pelletier explained.

Advisors need to enter the “dream stage”

TDC’s research also highlights where advisors have the greatest opportunity to demonstrate their value.

“What we saw clearly was that the value of the travel advisor increased as bookings became more complex,” Pelletier said, pointing to cruises, multi-destination itineraries, groups and weddings as examples.

But Gagnon sees another challenge: getting advisors in front of travellers before they’re ready to transact.

The research suggested many consumers still turn to agencies when they reach the booking stage, while inspiration happens elsewhere — increasingly through AI and social media.

“Advisors have to be there in the ‘dream stage,’ which is essential,” Gagnon said. “It’s about being visible and present earlier on in the travel journey and not just at the transaction stage.”

AI is already changing how that discovery happens.

Pelletier pointed to AI-generated summaries appearing ahead of conventional results in Google searches and the rise of “zero-click” searches, which can reduce traffic flowing to websites.

“Being present in AI queries, and the sources that AI uses, is on our roadmap for the next year,” she said.

At the same time, Pelletier cautioned against treating AI output as unquestionable truth.

“AI is your assistant or intern,” he said, noting users inevitably encounter its limitations. “If you're using AI, you're going to hit walls and then realize what the limitations are.”

Sales “stable” despite challenging year

The conversation comes as TDC navigates a complicated year for Canadian leisure travel.

Gagnon described 2026 as “challenging,” citing multiple pressures on the industry, but said the network continues to demonstrate resilience.

For TDC’s owned-and-operated agencies, departure sales are expected to finish the fiscal year on November 1 roughly two per cent below last year.

“I feel [that] is excellent given the context,” Gagnon said.

Cruise, meanwhile, continues to perform strongly, while winter sun is booking closer to departure.

Luxury is another bright spot.

TDC exited luxury consortium Virtuoso in early 2026 as it moved to carve out its own luxury and premium strategy, which began rolling out in January.

For partners included in that program, Gagnon said sales are up roughly 50 per cent.

“Overall, ‘stable’ would be the best word [to sum up sales], which I think is a good position,” she said. “We have to have our eye on the ball and be ready for the unforeseen.”

Life after Cuba

Of the challenges confronting TDC – whether it be rising fuel prices, the U.S.-Canada tariff situation or conflict in the Middle East – one towers above the others: the loss of Cuba capacity.

As it was well documented, Canadian airlines pulled out of Cuba last winter due to fuel shortages at the island’s airports brought on by U.S. sanctions.

“Cuba, alone, was probably a quarter of our whole capacity in the south,” Gagnon explained.

Redirecting that business, in the middle of winter, proved particularly difficult because Cuba’s price point is difficult to replicate and availability, last season, was already under pressure.

TDC estimates its agencies were initially able to redirect between 15 and 20 per cent of affected business.

For winter 2026-27, however, Gagnon believes more displaced Cuba customers can be converted to other destinations because travellers and agencies have had more time to plan and budget.

Where are they going? Primarily the Dominican Republic and Mexico, with the D.R. leading the shift, Gagnon said.

Meanwhile, the United States – where Canadian visitation has declined amid geopolitical tensions – represents a relatively small share of TDC’s leisure business, with much of its U.S. volume tied to Florida flights for cruise departures, Gagnon said.

Growth & consolidation

At the same time, there’s movement within TDC’s network.

Gagnon said some franchise and affiliate owners are selling, or passing on their businesses, while others are expanding.

Two new Marlin Travel locations have opened in Ontario, while some affiliates have converted to the Marlin Travel franchise model.

TDC also launched TDC.ca, a new B2B website designed to establish a clearer identity for the distribution network beyond parent company Transat A.T.

TDC’s independent contractor (IC) network of home-based advisors, meanwhile, remains relatively steady at roughly 160 to 170 advisors, Gagnon said.

Bricks-and-mortar agencies also remain healthy, she said, despite some consolidation.

“The biggest challenge in brick and mortar is finding staff,” Gagnon said, describing recruitment as a problem that has persisted for several years.

TDC shuts down sale rumours

Gagnon also directly rejected industry rumours that Transat is preparing to sell off its retail division.

“We're a successful business,” she said, noting that TDC’s performance isn’t broken out separately in Transat’s overall results, which can obscure how the division is performing.

“When I say TDC is doing well, TDC is doing well,” Gagnon said. “We have a great model.”

For now, TDC’s growth strategy centres on bringing more franchise and affiliate members into the network rather than buying agencies outright.

“We’re open for business,” Gagnon said. “For us, it's business as usual.”

“We’re the OGs”

That confidence is ultimately what Gagnon hopes advisors carry home from Rendez-vous 2026.

She wants the network to embrace AI rather than fear it, while recognizing the value advisors themselves bring to the table.

Her message? Use AI to create efficiencies, which can free up more time for that human relationship tech can’t replicate.

“‘Powered by Heart’ is about leveraging who you are. Having that confidence. Putting yourself forward,” Gagnon said. “Yes, we have influencers, and there's AI and social media, but at the end of the day, travel advisors are the OGs. Nobody knows travel better than they do.”

It’s a message Pelletier boiled down to one sentence – and one that could easily serve as TDC’s marching orders for the years ahead.

“Complexity is boosting the value of travel advisors,” he said, “and it's now our job to communicate that to consumers.”

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