TTAND launches LUXE premium brand to cater to affluent travellers

The Travel Agent Next Door (TTAND) has officially launched its new luxury division, LUXE by The Travel Agent Next Door, to cater to the growing demand for luxury product and services.

First announced at TTAND’s conference earlier this year, the new strategy aims to differentiate from mass marketing initiatives that do not appeal to affluent travellers.

Speaking with PAX at the conference, Flemming Friisdahl, TTAND’s founder, said the focus on luxury is part of the host agency’s “natural evolution.”

“We believe luxury travel came out of COVID. People want to do bucket list trips and travel in smaller groups,” Friisdahl said at the time. 

TTAND’s agents are also “definitely talking to us about wanting to learn more about luxury and being more competitive in that market,” he said.

The host agency has already begun to sign luxury suppliers to its preferred and approved lists. Newcomers to the network, as of last May, include Crystal and Abercrombie & Kent.

A strategic growth opportunity

The new venture aims to reinforce TTAND’s luxury positioning, boost conversions, and empower advisors to sell premium travel more effectively.

“Luxury travel represents a strategic growth opportunity for TTAND, offering higher commission potential, fewer booking requirements, and long-term client loyalty,” said Christine Ufniak, TTAND’s director of marketing, in a press release Tuesday (Nov. 25). “With 32 per cent of Canadians classified as affluent, demand is rising for personalized, meaningful travel experiences across generations—from boomers to millennials.”

Ufniak said that TTAND is uniquely positioned to lead in this expanding segment by training advisors to specialize in luxury travel.

The specialization supports differentiation in a competitive market, attracts high-performing agents, and aligns with preferences such as private touring, river cruising, and bespoke FIT, the host agency said.

A targeted supplier strategy will further strengthen this initiative by securing access to premium products, exclusive offers, and elevated service standards.

“By investing in immersive, high-touch professional development, TTAND can future-proof its business, enhance profitability, and reinforce its reputation as Canada’s leading host agency,” said Ufniak.

“We know that luxury travellers are looking for personalization, exclusivity, and emotional connection—not mass-market messaging. To meet these expectations, TTAND will develop dedicated blogs, email campaigns, and website tailored to this audience.”

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