On Location: “Inspiring”: TTAND conference wraps up in Mexico with awards; Celebrity to host next year

“You don't just sell products,” said author, TV host and travel journalist Robin Esrock. “You sell optimism, connection, vacations and adventures. You sell unforgettable sunsets, and most of all, you sell stories.”

As the closing keynote speaker at The Travel Agent Next Door’s (TTAND’s) 2025 “Leading The Way” conference, which wrapped up in Mexico’s Riviera Maya Wednesday night (April 9), Esrock’s message to travel advisors was to not only measure success in sales, but also by the stories clients bring back from their travels.

“Our job is to inspire others to explore interesting and positive places, and in turn, [customers] will inspire others around them,” said Esrock, who wrote the best-selling book, The Great Canadian Bucket List: One-of-a-Kind Travel Experiences. “That is the best part of our story. We make stories that clients shape and share across time and space.”

It was an inspiring finish to TTAND’s annual conference – this year, held at the Iberostar Selection Paraíso Lindo – as 265 travel advisors reflected on the reasons why and how travel can be a transformative experience.

Esrock’s closing speech was just one of many sessions that helped attendees obtain a clearer picture of their travel business and strategy moving forward.

Continuing on from TTAND’s over-the-top “Trailblazers” conference and ten-year anniversary bash in Jordan in 2024, this year’s gathering, which welcomed a total audience of nearly 360 attendees (its largest yet), including 71 suppliers representing 42 companies, went back to basics with a jam-packed week of workshops at an all-inclusive resort.

But the conference, which kicked off April 4, was far from basic. This year welcomed the most guest speakers TTAND has ever booked.

READ MORE: On Location: TTAND announces luxury venture, new logo & tag line; adds Crystal, A&K

The line-up, in addition to TTAND’s own sales and marketing teams, included Jenn Kotacka, social media strategist Brent Colmer, AI and marketing trainer Emily Baillie, Robin Esrock, and Raj Gautam, TTAND’s head of engineering and design, who shared the latest on AI and its relationship with travel.

“We've invested more money in speakers and educators than we've ever done before,” said Flemming Friisdahl, TTAND’s founder and CEO. “We want to keep notching it up. At the same time, we don’t charge agents any fees to come to conference – other than the air and hotel cost.”

The event – which functions as a travel industry reunion, in a way – was also a platform for TTAND to announce major operational updates.

As previously reported, the host agency is launching a new luxury division, with a new logo, adding new suppliers to its preferred and approved lists.

Two have already been signed: Crystal, which has returned to sea under new ownership, and Abercrombie & Kent. Both will officially join TTAND on May 1.

TTAND is also changing its tagline from “1,000+ agents strong” (the small print that appears in its current main logo) to “Leading The Way” – this year’s conference theme.

Speaking with PAX, Friisdahl said his company, since forming in 2014, has been “leading the way” in regards to how the host agency space operates in Canada, pioneering things like health benefit programs, hours that accommodate Western Canada, one-year agreements, authorization forms, 100 per cent commission structures, bookable websites and more.

“For us, it's about creating ways of doing things better and different from what others do,” he said.

Last Saturday, Friisdahl reviewed some of the new platforms TTAND has developed to enhance the booking experience – tools that come at no extra cost to agents.

For starters, there’s a new all-inclusive booking engine that was built in-house using Softvoyage technology.

Launched last month, the platform is a personalized, user-friendly solution, with competitive pricing, for booking all-inclusive sun vacations.

TTAND, later this month, will also launch am itinerary-building program that works in conjunction with its accounting system, simplifying invoices (and saving time).

Similar to Travefy, this program will feature real-time flight availability.

Other updates include TTAND upgrading its hub with a new look and feel that displays content (like BDM info) that’s relevant to whatever province an agent resides in.

TTAND’s forms are also now all available in French, strengthening support for agents in Quebec and Atlantic Canada.

TTAND, today, has around 800 primary agents and 750 associates – and the plan is to keep growing, Friisdahl said. Just as long as there are enough staff to support the operation (TTAND currently has more than 70 employees).

In recent years, the company has added senior staff to lead the company into its next era.

As announced last year, Jeff Element, former president of The Travel Corporation Canada, is now TTAND’s chief operations officer, while Chris Senior (formally a director of financial analysis at HRG North America, a VP of finance and administration at TTI Travel, and business risk advisor at TICO) is chief financial officer.

Friisdahl said his main focus, these days, is about “taking care of agents” and “getting the technology” into their hands.

“The biggest joy I have is building technology for agents,” Friisdahl said, noting that TTAND has hired two more developers to make this happen.

As previously reported, Friisdahl said there are no plans to sell The Travel Agent Next Door or list the company on the stock market. But expanding into the U.S. could be a possibility.

“We might look at that,” he said. “Right now, the timing isn’t perfect, but if we do it, it’s because we have a lot of people in the U.S. asking to join The Travel Agent Next Door.”

Like all TTAND conferences, “Leading The Way” served up hours of content, from supplier presentations to agent-led panel discussions about selling luxury and strategies for closing a deal.

READ MORE: Seeing red & blue: ACV & Transat host "magical" parties at TTAND’s conference in Mexico

There were also big-budget parties hosted by Air Canada Vacations (the week’s main sponsor) and Transat, as well as a Mexican-themed dinner hosted by WestJet, WestJet Vacations and Sunwing – the first time the brands, amid a near-complete merger, have co-hosted a major event for the travel trade.

“Very informative”

One highlight, for many, was having the opportunity to speak one on one with suppliers, in an organized setting, to ask questions and review business plans.

St. Catharines, ON-based Karen Gill, owner of Plan A Vacation, called the conference “empowering” and “very informative.”

READ MORE: WestJet & Sunwing host first trade event together; baggage, service changes coming May 29

“From TTAND’s new tools and technology to innovation from our tour operators, it’s all going to elevate our business,” said Gill, speaking to PAX at a beach party that was held yesterday to end the week. 

The attention that was given to social media and AI was among many “great takeaways,” Gill said.

“I didn’t realize how advanced [AI] was in terms of helping me speed up my day,” said Gill, who specializes in river cruises, a segment that she says is “booming.”

Shane Dirk from Medicine Hat, Alberta is a newcomer to the travel industry. He joined TTAND last year after 22 years of working in the oil and gas sector.

“My family used to call me ‘the travel agent’ because I always organized and researched our trips,” Dirk said, explaining why he got into the biz. “That’s what got the ball rolling.”

Attending TTAND’s conference for the first time, Dirk called it “a great experience” for being able to meet other agents and suppliers.

“Everybody has been so approachable,” he said. “It’s a team, we’re not competitors. That’s what has impressed me the most.”

Others were activating a second (or even third) life in travel.

Industry veteran Louise Gardiner, who has headed TTAND’s storefront division, The Agency Solution, since 2019, recently joined the team at Wired For Travel (led by Judith Coates) as a travel advisor (or “travel trend navigator,” in Gardiner’s words).

Gardiner announced her retirement in 2019, winding down a 40-year career in travel that saw her succeed in executive positions at Tripcentral.ca and Carlson Wagonlit Travel, along with roles at ACTA, The Travel Industry Council of Ontario, Conestoga College, and her local Rotary.

Her work at The Agency Solution at TTAND is also winding down, “but I didn’t want to leave TTAND because I love the family,” Gardiner said.

“I love the people, the spirit and the culture. So, I decided I would become an independent contractor,” she told PAX.

After years of working at an executive level, Gardiner, who owns the domain traveltrend.ca, is now on “a completely different side” of the business as she books group trips, working with a select group of suppliers.  

“It is very different,’ she said, “but I'm inspired by the knowledge I've been able to pick up this week not only from suppliers, but also from the TTAND team. It has inspired me to go home and rejig my business plan.”

Attendees at The Travel Agent Next Door's "Leading The Way" conference let out a cheer.

Tourism for good

TTAND’s conference was also about using tourism as a force for good through its annual “Giveback Day.” 

This year, attendees were asked to donate items, from school supplies to hygiene products to shoes and clothing, to support La Escuelita de Sonia, a non-profit organization that works to make a difference in the lives of children in the municipality of Bonfil in greater Cancun.

Founded in 2005 by Sonia Cejas Martinez, a former principal and teacher, La Escuelita de Sonia is known to be a “small school with a big heart.”

Sonia opens her home to educate children – from kindergarten up to high school – who cannot afford public or private schooling, as well as those without school records who are unable to enroll in the traditional education system.

Sonia and a team of volunteer teachers also ensure children receive meals, as many families struggle to provide basic nutrition, and proper school uniforms.

When hosting conferences in a destination, TTAND will collaborate with hotels and staff to find a grassroots organization that it can assist for a few hours during an afternoon.

With support from Air Canada Vacations and TravelBrands, this year’s Giveback Day at La Escuelita de Sonia saw roughly a dozen TTAND agents (spots were limited due to the size of the school) unpack boxes of donations (supplies that will support the school for at least a year), spend time with the children (who were thrilled to performed a traditional Mexican dance for us) and complete some painting tasks – specifically, a yellow speed bump out front and the school’s front door gate.

“The whole idea is to give back to the communities we visit,” said Friisdahl. “It’s really, really important to us.”

Helping others is at the heart of what travel advisors do, Friisdahl went to say.

“Travel agents, by nature, are loving, caring people that want to see people be happy. They want to make sure people get the best. You see that when they book travel,” he said. “A lot of travel agents make money, but a lot of them also do things out of the goodness of their heart.”

TTAND also collected roughly $4,000 in cash donations for La Escuelita de Sonia. The funds will go towards hydro and other painting and infrastructure costs at the school.

For YQG Travel’s Judy Ziriada from Southwestern Ontario, seeing the smiles on the kids’ faces, as they unpacked the donations, was her favourite part of the day.

“It was priceless,” Ziriada said. “You can tell they don’t have much. The things we brought down will go a long way for them.”

Speaking to PAX, Sonia said she was “very thankful” for TTAND’s support.

“It’s a lot of help and very motivating for the children,” she said, speaking in Spanish. “Thank you, with all of hearts.”

In addition, TTAND held its annual fundraiser for Pencils For Kids, a charity that provides education, training, and income-generating opportunities for children and women in Niger, West Africa.

In total, $75,000 was raised at this year’s conference, bringing TTAND’s total amount, to date, to $386,054.

Celebrity to host 2026 conference

Generating applause and cheers was the announcement that Celebrity Cruises will host TTAND”s 2026 conference from April 18-26.

The voyage will take place aboard Celebrity Silhouette on an eight-night itinerary from Fort Lauderdale to Aruba to Curacao to Bonaire and back.

“We can’t wait to bring to life the Celebrity magic and secret sauce that everybody hears about, but until you experience it, you really don’t know what it is,” said Brenda Lynne Yeomans, key account manager, sales for Canada, at Celebrity.

Yeomans has been trying to get TTAND’s conference on a Celebrity ship for a decade now – something that isn’t lost on Allan Brooks, Celebrity’s national director for Canada.

“I’m honoured to work with her to finally make it happen,” he said.

Brooks went to say that “there’s nothing more valuable than having agents on board” a Celebrity ship.

“We can talk about it, but until you experience the feeling of being on a Celebrity cruise, you truly can’t explain the nuances,” he said. “This will also be a great starting point for new agents that have joined the industry.”

The ABC islands, in particular, are “the highest rated” destinations in the Caribbean, Yeomans added.

“Many agents have never been there because it’s so far down south. This will give them that opportunity,” she said. “By them coming on board, it will validate that Celebrity really delivers.”

And the award goes to...

The Travel Agent Next Door held a gala and awards party Wednesday night at the Iberostar Selection Paraíso Lindo’s convention centre, which was transformed into an elegant dinner space.

Here’s a complete list of the night’s winners, as well as a summary of the agents who received awards from suppliers earlier in the day.  

The Travel Agent Next Door Awards

Highest Average Rate of Commission - Primary Agent - Anna Mackay

Highest Average Rate of Commission - Silver/Gold Agent - Bonnie Fowler

Highest Average Rate of Commission  - Agency - Sandra Papageorgiou

Highest Average Rate of Commission - Associate Agent - Lorraine Sandy

Highest Earned Commission - Primary Agent  - Samantha Bosca

Highest Earned Commission - Silver/Gold Agent - Devyn Perry

Highest Earned Commission-  Agency- Stewart Travel Group

Highest Earned Commission - Associate Agent - Deanna Beatty

Highest % of Preferred/Approved Suppliers - Primary Agent - Jayna Shank

Highest % of Preferred/Approved Suppliers - Silver/Gold Agent - Holly Howard

Highest % of Preferred/Approved Suppliers – Agency - Kimberly Machan

Highest % of Preferred/Approved Suppliers - Associate Agent - Nadine Mountrakis

Highest Service Fees Collected - Primary Agent - Leanne Unger

Highest Service Fees Collected - Silver/Gold Agent - Melanie Tenaschuk

Highest Service Fees Collected – Agency - Mike Gilmore

Highest Service Fees Collected - Associate Agent - Cindy Fontes

Ambassador Star Award - Angie Brevetti

Peer to Peer Star Award - Frances Gertsch

Supplier Awards 

5Continents   

Top Producers:

Gold - Wendy Weir

Silver - Garth Layden

Bronze - Toni Linde

Rising Star 2024: Kyla Coe

Adventure Canada

Lise Coghlan - Top Producer

Air Canada

Mary Jane Hiebert - Top Producer

Air Canada Vacations          

Sharlene Philipchuk for top West

Serina Bowles for top East

Dianne Marsden for highest PAX growth

AmaWaterways

Stewart Travel Group - Top Producer

Betty Brohman - Rising Star

Karen Gill - Most Engaged"

Backroads

Leona Assie - Top Producer

Bedsonline

Lori Oschanney - Top Producer

Alison McGeorge - Rising Star

Lisa Kay - Most Engaged

Celebrity Cruises

Anna Abbandonato - Top Producer

CIE Tours

Cathy MacKinnon - Top Producer Groups

Mary Jane Hiebert - Top Producer Invididuals "

Collette

Judith Coates - Top Producer

DMCi Inc.

Stewart Travel Group -   Sparkling Diamond Award

Kelsie Abrahamson  - Platinum Pinnacle Award

Expedia TAAP

Devyn Perry - Top Producer Award

Cindy Almond – Highest Engagement Award

G Adventures 

Chen Yu - Top Producer

Gateways International 

Top Producer - YQG Travel, Judy Ziriada, Bianca Monteleone

Rising Star – Wired for Travel - Judith Coates Elena Cortesi

Sales Surge Achievement (2023 vs. 2024) – Romance And Foodie Travel,  Cindy Almond

Globus Family of Brands

Shelley Pfeifer - Top Producer

Goway Travel            

Karen Fournier - Top Producer

HX Expeditions

Leila Lavaee - Top Producer

Hyatt's Inclusive Collection

Sarah Robinson - Top Producer

Iberostar Beachfront Resorts          

Amanda Heideman - Top Producer

Insight Vacations and Luxury Gold

Lorie Nearing - Top Producer

Kensington

Joanna Pattullo - Top Producer 

Patricia Bootsma - Rising Star

Manulife 

Highest Insurance Close Ratio - Primary Agent - Danica Paetkau

Highest Insurance Close Ratio - Silver/Gold Agent - Steve Melling

Highest Insurance Close Ratio – Agency - Shelley Cota

Highest Insurance Close Ratio - Associate Agent - Michael Krumm

Highest Insurance Sales - Primary Agent - Kyla Schmidt

Highest Insurance Sales - Silver/Gold Agent - Wendy Weir

Highest Insurance Sales – Agency - Garth Layden

Highest Insurance Sales – Associate - Frances Gertsch

Norwegian Cruise Line

Kelly Neonakis-Morash - Top Sales

Debbie Cairns  - Most Engaged

Bonnie Fowler - Rising Star for Groups"

Oceania Cruises

Carolyn Lass - Top Producer

Playa Hotels & Resorts

Christina Stubbe - Top Producer

Princess Cruises

Erica Kuei-Tzu Lin - Top Producer

Railbookers & Amtrak Vacations

Kerry Wirkkunen - Railway Legend 

Leila Lavaee - Railway Innovator

Karren Moore - Railway Visionary

Regent Seven Seas Cruises

Garth Layden -Top Producer

Rocky Mountaineer

Mary Pugh - Top Producer

Royal Caribbean

Top Second Phone Field Advisor: Ken Houston

Most engaged advisor: James Li

Best Growth: Sean Mills

Royal Irish Tours

Overall Top Sales: Travis Stewart

Overall Group Sales: Wendy Weir

Overall FIT Sales: Lisa Kay (Jetlag Voyages)"

Star Clippers

Victoria Lawson - Top Producer

Sunwing

Samantha Bosca - Top Producer

Tourcan Vacations

Top Tour Sales - FIT – Garth Layden

Top Tour Sales - Groups – Shelley Pfeifer

Top Air Sales – Shelly Cota"

Transat

Top Agent Sales Atlantic: Mylène Deschênes, Deveau Travel

Highest Passenger Sales: Sarah Robinson

Top Overall Sales: Serina Bowles

TravelBrands 

Ernestina Garland - Top Producer

Maria Garcia - Rising Star

Unique Vacations Canada (Sandals and Beaches)

Gail-Ann Donovan - Top Producer

Viking

Melissa Baum - Top Performer

WestJet

Vicky Young

WestJet Vacations

Joni Davis - Top Producer

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