In order to provide you with the best online experience this website uses cookies.
By using our website, you agree to our use of cookies. Learn more.
On Location: “We’re growing”: Trevello conference kicks off in Jamaica; Playa shares Hyatt update

Ready, set, Jamaica!
Trevello Travel Group kicked off its 2025 national conference Sunday night (May 4) in Montego Bay, Jamaica at lush and elegant Hyatt Ziva and Hyatt Zilara Rose Hall, welcoming a delegation of 152 travel advisors and 52 suppliers.
The mood was joyful as attendees, who flew in from all over Canada (and beyond) to attend the week-long event, sipped cocktails and snapped selfies before heading into a buffet-style dinner in Hyatt Zilara’s ballroom, where a live steel drum band filled the air with smooth Jamaican grooves.
Speaking with PAX, which is covering Trevello’s conference on location, exclusively, Zeina Gedeon, Trevello’s president and CEO, unpacked the week’s theme, "Momentum,” which is about encouraging travel advisors to keep moving forward, together.
“We’re a family, and we're growing. We’re all moving together. Upwards and onwards!” said Gedeon, who roamed the room last night wearing a sparkling tiara (campaigning for the title of “Prom Queen,” we were told. There’s a prom-themed party happening later in the week. We’ll get into that later).
A big & busy year
But back to business. A lot has happened at Trevello ever since the host agency celebrated its 30th anniversary last year, a milestone that was marked by a national conference held aboard the Ruby Princess in Alaska.
Last summer, Trevello announced its plan to expand into the United States under parent company Trevello World Holdings. Then, the company announced it was going public through a qualifying transaction with M3 Capital Capital Corp. on the TSX Venture Exchange.
Then, an acquisition. At the start of this year, Trevello World Holdings Inc revealed that it had secured the Gifted Travel Network (GTN), a U.S.-based host agency for luxury travel advisors.
In between all of this, new tools and programs were unrolled. Like Launch Pad, which serves new-to-industry advisors – one of Trevello’s fastest-growing segments.
“We’re targeting new-to-industry advisors because they’re going to be our future,” Gedeon said last night.
Launch Pad trains newcomers about “the ABCs of travel,” Gedeon went on to say.
“Instead of going to a travel school, they can learn with us, stay in the program for three to six months, depending on their needs, and have a much more hands-on approach,” she said.
“Rewriting the rules”
It’s a timely move. The word on the street is that almost half of the agents attending Trevello’s conference this year are new (or still relatively new) to the travel industry.
This week’s agenda will not only connect advisors with suppliers in educational, one-on-one settings, but also provide an in-depth overview of the new tools and technology Trevello has introduced over the past 12 months.
Newly-launched platforms like Cruise Central, which aims to refine the booking process and boost cruise sales as a one-stop shop, and Air Central, a sister program.
Trevello is also “rewriting the rules” of the host agency world with a revamped compensation model.
As announced in April, “Momentum” – there’s that word again – is a new commission program that that “puts advisors first,” with 85 per cent commission for everyone—"no exceptions” – and 100 per cent commission once $15,000 in paid commission is achieved.
It also promises the lowest fees in the industry—"because advisors should keep what they earn,” reads a press release that was issued at the time.
Trevello isn’t sugar-coating its message either, calling Momentum “a rallying cry for every travel advisor who has ever felt undervalued or overlooked.”
Commenting on the commission program last night, Gedeon said the idea has been six years in the making.
“As a team, we believe advisors work very hard, so they deserve to make all the money,” she said. “We make money in many ways, but we should not be making money from our advisors.”
Slowing, but still growing
So yeah. A lot to unpack this week. And that doesn’t even include all the updates and discussions that will unfold about the state of travel, and the economy, as Canadians respond to U.S. President Donald Trump’s tariff policies and annexation threats.
The industry is also cooling down from the post-COVID booms of 2023 and 2024.
Gedeon has a realistic view of the situation. “Nobody can sustain the 25 per cent growth we all had last year. It's not logical,” she said. “I think we're going back to the real normal of it being five to ten per cent [growth]. Obviously, as a CEO, I want 25, but realistically our target is ten this year.”
Trevello’s growth is currently hovering at a five per cent increase over last year. Which is less than expected, “but it’s still growth,” Gedeon said.
“Honestly, with all the instability happening around us, we’re very happy,” she said.
Playa in the spotlight
This year’s Trevello conference, which runs until May 9, welcomes suppliers, such as Crystal and Aurora Expeditions, who are attending the company's conference for the first time.
During the week, agents will hear from various brands about the latest product updates. They’ll also hear from colleagues at panel discussions and workshops.
Hosting the event at Hyatt Ziva and Hyatt Zilara Rose Hall is also boon for Playa Hotels and Resorts. It’s the first time the hotelier has ever collaborated with Trevello on a scale like this.
“We're super excited and honoured they decided to pick this hotel and destination, which is dear to us and Canadians,” said Rose Cosentino, vice-president global wholesale and retail sales at Playa. “Trevello is also very important to us. We’re looking forward to seeing what more we can bring to the table.”
Hyatt Ziva and Hyatt Zilara Rose Hall (Ziva, for families, Zilara, for adults) is definitely “one of the originals” at Playa, added Amanda Morris, director of sales, USA & Canada, at Playa.
Playa not only manages the all-inclusive, dual-property resort, which it opened in 2014, and has renovated over the years, but it also owns it.
The property’s “beautiful landscaping and lush vegetation” has caught Morris’ eye this week. “It’s one of the great features of having a property that is mature,” she said.
Another point: apparently 60 per cent of Trevello advisors have never stayed at a Hyatt Ziva or Zilara property.
“That, for me, is even more exciting,” Cosentino said. “Now we get to showcase our hospitality, service, food and beverage, and accommodations. Advisors will be able to experience what their clients enjoy.”
The opportunity comes as Hyatt Hotels Corp. works on securing a deal to buy Playa Hotels & Resorts for $2.6 billion USD.
Cosentino and team will be discussing the transaction with Trevello’s advisors at a session on Monday, sharing what details they can.
The deal has not yet closed (Hyatt recently requested an extension), so as of today, “everything is status quo,” Cosentino said.
“We’re operating as per normal,” she said. “We anticipate that once the transaction closes, there'll be an integration. Hyatt loves the product – there’s a reason why this is happening. Our commitment is to ensure a smooth transition for our guests and travel advisors.”
Cosentino added that “we're not going to make any radical changes.”
Remember, the two companies have a history. “Hyatt Ziva and Zilara” is a brand Playa created in collaboration with Hyatt, and in ten years, it has grown exponentially.
“Hyatt really likes the way we operate,” Cosentino said. “It’s a testament to how well we have been performing as an organization – at the ground level right up to the executive teams.”
Travel Advisor Day
But it’s not all business at Trevello’s conference. This week, there’ll be parties and activations aimed at injecting some fun into the program.
And Trevello sure knows how to lock in a date. Similar to last year’s conference, this year’s event conveniently runs in conjunction with Travel Advisor Day on Wednesday (May 7).
To mark the occasion, Sandals Resorts will be hosting a big Caribbean bash, in celebration of the trade, at Sandals Montego Bay (and, from what we hear, a very special guest will be there).
More to come!
To see more pictures from Trevello’s event, click and “like” PAX’s Facebook page here!
Stay tuned for more of PAX’s exclusive coverage from Trevello’s 2025 conference at Hyatt Ziva and Hyatt Zilara Rose Hall.
Don't miss a single travel story: subscribe to PAX today! Click here to follow PAX on Facebook.