VIDEO: A “made-in-Canada solution”: Joel Ostrov & Rocky Racco unpack TTI's Quebec expansion

TTI Travel sees its Quebec expansion as an opportunity to offer a “made in Canada” solution to more travel advisors and clients as geopolitical dynamics with the United States continue to evolve.

Speaking with PAX at TTI’s downtown Toronto headquarters on Tuesday (Jan. 27), CEO Rocky Racco said his host agency’s largest competitors are being driven by a “U.S.-centric perspective,” from automation processes to accountability to decision making.

The call to “buy local,” amid Canada’s tariff conflict with the U.S., is “resonating extremely well among our staff, independent contractors, and clients on the corporate and leisure sides,” Racco said.

“Being that we’re Canadian-owned and operated, we feel this gives us a unique advantage in the marketplace,” he said.   

Introducing TTI Quebec

As PAX reported, TTI Travel, a third-generation family business, is expanding in Quebec with the launch of “TTI Quebec,” which will be headed by industry veteran Joel Ostrov as president.

Racco said the expansion has been “35 years in the making,” noting that his company has always had a presence in Quebec through its corporate business and network of independent travel advisors.

READ MORE: TTI Travel expands into Quebec, appoints Joel Ostrov as president

The strategy, now, is to capture emerging opportunities in the French-speaking province – notably, the growing independent advisor community, Montreal's expanding ultra-high-net-worth traveller base, and demand for sophisticated corporate travel management in aerospace, AI, and green energy sectors.

TTI Quebec will have a dedicated Montreal office, providing French-language support and services. 

The new division also leverages TTI's Virtuoso membership for luxury travel and its TravelSavers affiliation.

Top of his game

Ostrov, meanwhile, was plucked from retirement to lead the operation.

His career in travel is extensive. Born in Montreal, Ostrov earned a B.A. in Economics from McGill University before launching Partners in Travel with a friend in January 1977, initially running the business out of the basement of his family home.

Within months, the agency expanded to a storefront in Ville Saint-Laurent.

In the late 1980s, Partners in Travel joined Travel Trust International, where Ostrov first met Racco—a friendship that has endured ever since.

Responding to industry consolidation and commission cuts, Ostrov teamed up with four other agencies in Quebec and Toronto to create The Vision 2000 Travel Group in 2000.

Under Ostrov and his two Toronto partners, Vision 2000 grew into Canada’s largest travel management firm, generating over $750 million in sales, before being sold to Direct Travel in May 2017.

Following the acquisition, Ostrov then served as Direct Travel’s regional president in Quebec until August 2024, when he embarked on what would become a 15-month retirement.

“You really need someone who is at the top of their game to understand the market, and when Joel became available, we started having a conversation,” Racco said.

Quebec’s millionaire market

Where Ostrov believes TTI Quebec will excel is in Quebec’s ultra-high-net-worth community.

“There are 22,000 millionaires in the Montreal area [alone],” said Ostrov. “Our approach is to provide a high-end, white-glove service, because we don't see anyone else doing it in our market. We believe we're filling a niche. It’s a great opportunity. We’re excited.” 

Quebec's travel industry currently supports nearly 2,400 active professionals, over half of whom work independently and require host agencies familiar with Office de la protection du consommateur regulations, says TTI

Racco said TTI’s model has always been to attract advisors who are committed to client care, high-touch service, and expertise in both leisure, luxury and corporate travel.

“It’s what we currently have across the country, and we’re expanding that model within Quebec,” he said. “We know there are very talented advisors in Quebec and we’re open to having discussions with them. We have all the tools, the affiliations, and the relationships with all the top cruise lines and hotels.”

TTI Quebec, he said, will offer a “unique Quebecois flavour and touch.”

Ostrov also looks forward to leading TTI Quebec in Montreal, where Air Canada’s headquarters are located. Over the years, the travel executive has built numerous friendships at the national airline.

“I'm looking forward to going back and seeing them from a business perspective, which I believe adds value to the whole TTI organization,” Ostrov said.

Racco added that TTI’s strong industry relationships will be a major asset in Quebec, especially in today’s era of AI-powered automation.

“When the need arises, we know who to call and get things fixed and resolved so we can deliver the best value to our clients,” he said.

One step at a time

As word gets out in Quebec’s travel trade community, the TTI team expects the “phone to start ringing.”

“We're going to have some very interesting conversations and create some mutually-beneficial opportunities,” Racco said. “We love our neighbours, we love your uniqueness, and hopefully, together, we can create something really special from a Quebec-centric perspective.”

Ostrov’s plan is to “move slowly, with a lot of emotional intelligence,” and take the expansion “one step at a time to do it right.”

“Because of the uniqueness of this opportunity, I want to make sure that I add value to TTI,” he said. “They’re putting a lot of faith in me. I was retired for 15 months, but decided to jump back in because I believe in [Rocky].”

What led to the creation of TTI Quebec? Why was now a good time to expand?

Watch PAX’s Q&A with TTI’s Joel Ostrov & Rocky Racco here!

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.