Canada is “booming”: Exoticca kicks off fall roadshow in T.O., welcomes sold-out crowd

“We want to become the largest tour operator in the world.”

From the mouth of Barcelona headquarters! In this case, Alberto Constans, Exoticca’s chief growth officer, gazing out at a dining room packed with wide-eyed travel advisors on Wednesday night (Oct. 2) at Toronto’s Old Mill.

A bold proclamation for a tour operator that only entered Canada in 2019, and has just now secured a robust sales team in Ontario, its fastest-growing market. But hey, “We’re ambitious,” as Constans put it.

Exoticca’s mission to dominate Canada, and work closely with travel advisors in the process, is turning heads. The proof is in the attendance numbers. Last night marked the launch of Exoticca’s 2024 roadshow and 470 agents showed up, doubling the number that showed at last year's inaugural event.

“That’s a testament to the relationships we’ve built together, and what we’re building together,” said Diana Winters, who was recently promoted to vice-president of sales in Ontario.

Exoticca, which is headquartered in Barcelona, Spain, first launched in 2013 to serve the European market.

The “NextGen” tour operator sells more than 300 itineraries in more than 60 countries, and has a generous trade offer, such as full commission on all components, affordable prices, guaranteed departures with two pax, instant quotes, easy click&book technology, instant commissions (60 per cent right away) and special rates for agents.

The team in Canada (Exoticca’s fast-growing market) is led by Managing Director Mike Quinto, who works alongside Winters and a team of sales directors: Aerin Chauncey in Atlantic Canada, Maryanne Dubé in Quebec, Sharon Wilson (who covers Alberta, Saskatchewan and Manitoba) and Cindy Chau in British Columbia.

The company’s newest additions are in Ontario: Desiree Rolle, formerly of Couples Resorts, covers Ontario East, while Jazmin Jimenez, previously of Sunwing Vacations, oversees Ontario West.

Canada is “booming”

Speaking with PAX, Mr. Constans said Exoticca will continue to invest in Canada with more products, services and technology.

“Canada is a key component of our growth,” he said, noting that he wants Exoticca to become the country’s largest tour operator. “The bigger we become, the more efficient we are, which also means better prices for travel agents and their customers.”

And, despite some economic headlines, Canada's is “still booming for us,” Constans said, noting that “we don't see much of a slowdown.”

Winters says Exoticca is “very different” compared to what it was a year ago. “We’ve made leaps and bounds in terms of developing the product,” she said

Feedback from travel advisors has played a crucial role in the company’s growth, she said.

“All the changes we’ve made over the past year are because of the agents," she said. 

New & next for agents

Exoticca’s agent platform, for example, has been revamped to include marketing assets that agents can use to promote tours, which are typically capped at 15 people. (It depends on the location – in some destinations, Exoticca’s group sizes may be larger).

Enhancements to Exoticca’s group functions have also been made, and advisors can now book multiple classes of air.

Last night was an opportunity to remind the trade of Exoticca’s sales tools, such as its free 48-hour price block function, which agents can activate with no money down.

The newest tool is a Travel Agent Website that allows agents to go to market with a customized page featuring their logo, picture (or avatar), and contact information.

This platform, set to launch in February 2025, will operate as an end-to-end booking platform, which will share a product link to clients on social media or in email.

The result is that all communication will be made only to the travel advisors, not the final client.

It also pays to learn about Exoticca’s destinations and travel style– agents who complete the company 40-minute onboarding program receive a $200 commission voucher.

“You guys deserve support and we want to make sure you get the attention you need,” said Mike Quinto, addressing the crowd on stage.

$300 million in sales

Exoticca’s fall roadshow, which visits eight Canadian cities this month and next, raises the bar this year with more prizes, guests, learning, tourism boards and more.

Agents attending last night’s sold-out event had opportunities to engage with Peru tourism (Promperu), SATA Azores Airlines, Essential Costa Rica, Royal Jordanian Airlines, TAP Air Portugal and the China National Tourist Office.

The event comes as Exoticca anticipates $300 million in sales for 2024. The company’s B2B sales, generated by travel advisors, are growing at rate of 150 per cent year-over-year, with international expansions underway in Colombia, Chile and Australia, the team said. 

Exoticca’s latest news is closing a €60 million Series D round (which translates to roughly $89,733,235 in Canadian dollars) led by global investment platform Quadrille Capital.

The money will be used to propel an aggressive digitization strategy, which will tap into real-time pricing and availability.

It will also be invested in the travel trade, Constans said during a Q&A.

That could mean implementing better customer service, higher commission payouts, more affordable products, or new tools, he said.

“This money is primary for you to help grow your business,” he said.

What’s Exoticca like?

What is an Exoticca tour like? PAX travelled to Namibia, Africa with Exoticca and Canadian travel advisors last June.

Its tours, which are led by local guides, offer lots of flexibility with optional excursions and ample free time to explore. As we previously reported, Exoticca holds your hand, but not too tight.

There are included activities – main events that tie into the tour’s theme – but other excursions are add-ons, giving travellers (and travel advisors) a chance to build their own adventure.

Accommodations fall into three categories (charm, superior and luxury) and the hotels are a mix of international and local brands. Travel advisors can also book airfare for their clients through Exoticca, which packages everything together.

This is worth nothing as the tour operator will handle all flight logistics, including the interruptions. Which means Exoticca’s team waits on hold with airlines when problems arise, not agents.

Exoticca pays commission on everything, from airfare taxes to whatever is booked on a tour, and pays bonuses through its incentive program. The company also, notably, does not recall commissions if, for whatever reason, a client cancels.

The “secret sauce”

Mr. Constans stressed the importance of Exoticca’s growth outside of Europe, noting that 75 per cent of the company’s volume comes from North America.

Exoticca’s affordable tour packages – which include tours, accommodations and air – tend to generate the biggest buzz in both consumer and trade circles.

One of Exoticca’s best-selling itineraries – a South Africa Cape and Kruger Explorer tour – starts at just $2,699, for example (that includes two international flights, hotels, transfers, scheduled activities and some meals).  

Constans says Exoticca’s prices are 30 per cent less than the average, which plays into the company’s goal to make travel accessible and available “to as many people as possible.”

How do they keep prices so low? The “secret sauce,” Constans said, is the “digitalization of the supply chain.”

Using proprietary software, Exoticca is able to obtain real-time pricing and availability from its hotel, land, meal and airline partners.

“We basically jump the middleman,” Constans said. “We’re not working with air consolidators or anybody who puts more cost on top. Our access is directly to the source.”

What’s next?

Right now, all eyes are on Exoticca’s Canadian roadshow, which heads to Cambridge, ON next on Oct. 9, followed by Calgary (Oct. 22), Winnipeg (Oct. 23), Vancouver (Oct, 24), Halifax (Nov. 4), Quebec City (Nov. 5) and then Montreal (Nov. 7)

Exoticca has launched new destinations. They include tours to Santiago and Easter Island, Greece (Athens, Saronic Islands and Crete), Hawaii (Honolulu, Kona and Maui), Mauritius, the Netherlands and Belgium, Southern India, and Australia.

Juanjo Duran, Exoticca’s chief product officer, also revealed that new tours exploring Canada’s mountains and national parks, and iconic landscapes in the U.S, will be launching “as early as possible” in 2025.

To see more pictures from the event, visit PAX's Facebook here. 

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