Winter Is Coming: From Tulum to Lima to Marrakesh – Joseph Adamo unlocks Transat’s strategy

Winter Is Coming is a special PAX series that offers a glimpse into the war rooms of Canada’s leading travel companies as the winter booking season takes flight. Stay tuned for exclusive interviews with industry leaders as PAX dissects what’s new and next this season.

Transat has had a transformational 12 months.

Responding to a growing demand for unique and culturally-rich travel experiences, the airline and tour operator, in a short period of time, has added new destinations to its portfolio: namely Lima, Peru; Marrakesh, Morocco; and Tulum, Mexico.

Air Transat – which was named the World’s Best Leisure Airline for the sixth time at this year’s Skytrax World Airline Awards – has also expanded its codeshare agreements with Porter Airlines and WestJet.

READ MORE: Air Transat to fly non-stop to Tulum from Montreal & Quebec City

The first phase of Air Transat’s new joint venture with Porter Airlines launched in June 2024, while Air Transat’s transatlantic codeshare with WestJet activated back in 2022.

As for vacation options, the company has plenty. The tour operator just released its electronic brochure, which showcases packages in Mexico, South and Central America, the Caribbean, North Africa, Florida and Europe.

There’s a lot to choose from. For South destinations, more than 360 hotels are offered, departing from seven Canadian cities. As well, Transat’s five Sun Collections, each with their own benefits, allow travellers to find the hotel that best suits their needs.

Meanwhile, in Europe, Transat has unveiled more than 100 hotels in Spain, France, Portugal and the United Kingdom. Adding to this are Transat's exciting new packages and tours in Morocco and Peru. 

Winter is coming and Transat has a strategy. Here, Joseph Adamo, Transat’s chief sales and marketing officer and president of Transat Distribution Canada, discusses the introduction of Tulum, a new booking trend in Europe, and the one piece of advice he has for travel advisors this season.  

PAX: What can you say about Transat’s 2024-25 winter offering? How is the company preparing?

Joseph Adamo (JA): For the 2024-2025 winter season, we’ve continued to expand our offer to Air Transat's flagship destinations. We have also made our flights to Nantes, in France, available year-round, introduced new direct routes to Tulum from Montreal and Quebec City, and increased flight frequencies to key destinations like Marrakech and Puerto Vallarta. Leveraging our partnership with Porter Airlines and their domestic market expansion, we aim to reach a broader customer base. We have carefully planned our capacity to meet demand effectively.

PAX: It seems like all eyes are on Tulum this winter. Why was it important for Transat to add this destination?

JA: Introducing Tulum as a destination this winter aligns with our development and diversification strategy in Mexico, one of our key markets in the South. By adding Tulum, our third destination in Quintana Roo, we are responding to the growing demand for this popular region.

The new direct routes from Montreal and Quebec City, operating from December 2024 to April 2025, allow us to strengthen our position as the leading provider of travel to the South from these cities. Tulum joins our roster of five destinations in Mexico, enhancing our overall offerings to over 40 destinations. This expansion ensures our customers have access to highly sought-after vacation spots, catering to their evolving travel preferences.

PAX: How do you think the market will respond to Tulum?

JA: We are confident the market will respond positively. There is a strong demand for this destination, as many travellers previously flew into Cancun before continuing on to Tulum. Now, with direct flights, they can make the most of their time at destination.

Adding Tulum is a natural complement to our existing offerings, as the South has always been a strong market for us. We know the region well and understand its many attractions. Additionally, we already have established hotel partners in the area, ensuring high-quality accommodations. This familiarity and our strong partnerships give us confidence that travellers will respond well to the new routes.

PAX: What is Transat’s most popular sun destination during winter?

JA: Our most popular sun destinations for this winter season are Cancun, Punta Cana, and Puerto Plata. These cities consistently attract a high number of travellers seeking warm weather and beautiful beaches.

PAX: What does the booking window for winter travel look like right now?

JA: We have not observed significant changes in the booking patterns for our South and U.S. programs. Most consumers booked their trips between May and July for departures scheduled between November and January.

However, for our European program, we are seeing a shift. Consumers tend to travel earlier for the next winter season. Specifically, for bookings made between May and July, we’ve seen an increase in departures between November and December, and a decrease in departures between March and April.

PAX: Are travellers still seeking ultra-premium experiences? What is this winter’s top travel trend?

JA: We continue to see a strong interest in luxury experiences. Our Luxury Collection remains popular, highlighting the sustained demand for ultra-premium travel options.

More broadly, we have noticed a growing interest in wellness travel. Many travellers are seeking experiences that promote tranquility, deep connections with nature, local culture, others, and themselves. This trend translates into a preference for stays in environments where calm and serenity are more readily attainable.

The desire to fully rejuvenate during vacations reflects a broader quest for well-being, which has significantly intensified in recent years. People aim to "succeed" in their vacations by optimizing every aspect of their stay to revitalize and disconnect from daily turmoil, driving the increasing interest in such offerings.

PAX: What does Transat’s expansion into Lima, Peru and Marrakesh, Morocco say about the company’s direction? What other destinations is Transat looking at partnering with?

JA: Transat’s recent expansion into Lima, Peru, and Marrakech, Morocco, is a clear indication of our ongoing commitment to diversification and strategic growth in key markets. By adding these destinations, we are not only expanding our reach but also responding to the evolving demands of our clientele who seek new and culturally rich travel experiences.

These moves align with our broader strategy of enhancing our portfolio with routes that have strong potential and unique appeal whether through direct flights or connections. Our decision to invest in these destinations reflects our understanding of the increasing interest in both South America and North Africa among Canadian travellers.

PAX: Artificial intelligence has been infiltrating travel for a while now. Has it changed Transat’s booking patterns in any way?

JA: Quantifying the exact impact of artificial intelligence on our booking patterns is challenging at this point, but we recognize its growing influence in the travel industry. Technology investments and the implementation of new systems are integral to our strategic plan for gaining greater efficiency. As part of our digital transformation, we have begun identifying initiatives that leverage AI to improve various aspects of our operations.

Despite these advancements, our trust in the capabilities and expertise of our travel agencies remains unwavering. The human touch—empathy, expertise, and personalized guidance provided by our travel agents—continues to be a critical component of the travel experience.

While AI can enhance certain aspects of travel, it cannot replicate the personalized service that our agents deliver, guiding customers from initial research and booking through to the actual travel experience.

PAX: What is Transat doing to make things easier for travel advisors this winter?

JA: At Transat, we work closely with our technology partners to provide increasing autonomy to travel professionals. Whether through reservation systems, managing existing bookings, or telephony systems, we are committed to continuously enhancing our tools.

The integration of artificial intelligence will allow us to automate many tasks, empowering our team members to handle more calls. The collaboration of our valuable partners is crucial. We have observed a shift in the behaviour of travel agencies, which are increasingly using self-service tools and contacting us when necessary.

Our contact centre team is also fully prepared for the high season of vacation packages to Sun destinations. Most of our agents have received thorough training and gained substantial experience. We are confident in the quality of the services we will provide at the B2B contact centre for the winter 2024-2025 season.

I would also like to point out that Transat is highly regarded by agencies that do group business with us. Our expertise and customer-centric approach is of benefit to travel consultants whether they are seasoned professionals or booking their very first group.

PAX: What is your number one piece of advice to agents as winter approaches?

JA: My advice to agents is to be proactive. Those who actively reach out to customers are more likely to close sales and build loyalty. Especially when Transat is in market with a promotion, I encourage agents to reach out to potential clients. In addition to staying in touch with existing clients, have a strategy to explore new opportunities.

PAX: Finally, when is Air Transat returning to Western Canada?

JA: We have no current plans to resume operations in Western Canada. However, thanks to our codeshare agreement with Porter Airlines, clients can easily connect to our network of destinations through connecting flights from cities like Vancouver, Calgary, Edmonton, and much more.

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