More than 700 travel advisors and industry suppliers gathered at the Pearson Convention Centre in Brampton, Ont. on Sept. 9 for the Association of Canadian Travel Agencies and Travel Advisors’ (ACTA) annual conference, a day focused on education, networking, industry insight and the future of travel.
This year’s theme: “Bold Leadership. Smart Innovation. Extraordinary Destinations,” set the tone for a conference that explored everything from artificial intelligence and emerging destinations to leadership, inclusion and the continued value of the human connection in travel.
“It is a powerful theme, but this year, it cannot simply be a slogan,” ACTA President Suzanne Acton-Gervais told a packed ballroom during her opening remarks. “At a time of significant change across our country and our industry, we must ask ourselves what these words truly impart.”
Bold leadership, she said, means telling the truth, particularly when that truth is uncomfortable. Smart innovation means embracing new tools while retaining the human judgment that makes those tools valuable. And extraordinary destinations, she added, are about connecting people with experiences that can change their lives.
ACTA President Suzanne Acton-Gervais (Photo Credit: Charmaine Noronha/TravelPulse Canada)
“In this rapidly evolving environment, the role of travel agencies and travel advisors has never been more important, neither has ACTA's role in bringing the industry together through advocacy, education and connection,” said Acton-Gervais.
For Latoya Bennett, a travel consultant with Divinely Bliss Vacations and a two-year ACTA member, the value of that connection was evident throughout the day.
“Once you’re a member, you’re able to access so much educational material, so it’s a no-brainer as a travel advisor to join ACTA,” she said.
“A perfect example is today, coming into a conference like this, you’re meeting all types of agents, all types of suppliers and especially with agents, you’re meeting with beginners to those with 25 years of experience, so you’re learning, exchanging, connecting with diverse people. It’s something I really look forward to,” Bennett added during a break between presentations.
AI, innovation and the value of human connection
The conference featured keynote presentations, panel discussions and networking opportunities designed to give attendees practical insight into the rapidly changing travel landscape.
Following Acton-Gervais’ opening remarks, Intrepid Travel CEO James Thornton, who travelled from the company’s Australian headquarters, delivered the keynote “Beyond Borders & Bookings: Redefining Travel through Innovation, Diversity & Inclusion.”
James Thornton, Intrepid Travel CEO (Photo Credit: Charmaine Noronha/TravelPulse Canada)
Artificial intelligence emerged as a recurring topic throughout the conference, both on stage and in conversations among attendees.
“AI is shaping how we research travel, maybe in terms of planning it and selling travel, but really we’re asking ourselves the wrong question. I think the most interesting question for us to think about is, ‘How will AI change what humans have?’” Thornton said.
“Information is abundant. You can build itineraries, book flights, book restaurants, etc. but when information becomes unlimited, I think it’s the experience that is going to be really treasured,” he said. “We know the trap is seeking more information, but what (travellers are) really seeking is more connection, more perspective, and I think more authentic stories. They want to feel like they’re part of a community and they want to feel like they belong where they’re traveling to.”
Thornton also highlighted Intrepid Travel’s growth, noting that the B Corp-certified tour operator is on track to become a billion-dollar travel company.
He also announced a new partnership with Indigenous tour operator Talasay Tours, part of Intrepid’s initiative to include Indigenous experiences on 75 percent of its Canadian tours by 2027.
Looking beyond the usual destinations
Emerging destinations were also firmly on the agenda, with Christine James, vice-president for Canada at Travel Leaders Network, moderating the first panel, “Next Hot List: Emerging Destinations Your Clients Will Ask For Next.”
Panelists included Mikala Moss, general manager of sales and marketing for Canada and China with the Bahamas Ministry of Tourism; Caroline Tinsley, Intrepid’s head of partnerships for Canada; Sébastien Benedict, president and CEO of the Tourism Industry Association of Canada; and Heidi Schnitker, business development manager for Central Ontario & Manitoba with Collette.
Next Hot List panelists (Photo Credit: Charmaine Noronha/TravelPulse Canada)
Moss encouraged advisors to look beyond Nassau and introduce clients to more of the Bahamas’ diverse islands and experiences.
“Our logo has 16 colours and that logo represents those 16 destinations that are starting to come up,” said Moss. “So while I know your clients might be very familiar with Nassau, it’s the capital and where most people start their journeys, and it’s great to sell Nassau, but I’d like to add an island-hopping adventure to that.”
She pointed to experiences ranging from the Bahamas’ blue holes and mangrove kayaking to snorkelling, diving, and encounters with marine life and local communities. “We hope that you’ll sell these extra experiences and destinations when you sell the Bahamas,” she said.
The focus on extraordinary experiences continued in a panel moderated by Cara Matthew, regional sales director for Lindblad Expeditions Canada. Panelists Cynthi Davidson CTC, owner of Rivers, Oceans & Expeditions; Sheila Gallant-Halloran, owner of Lush Life Travel; and Mike Allard, CTC, travel counsellor with Mallard Travel discussed ways advisors can connect clients with more meaningful and memorable travel experiences.
For Jose Manuel Cerrud, CTC, extraordinary experiences are at the heart of his own business. His tour company operates 15-day cycling trips in Quebec, and he credits ACTA with helping him build the company 15 years ago.
“ACTA changed my life actually. In the last few years under the direction of Suzanne, by defending the rights of travel agencies, and they’re working a lot with the government to try to fix all the loops that are in the travel industry, and the regulations that we have to have with the airlines, I appreciate ACTA a lot,” he said.
Jasmin Linton of The Urban Traveler (Trevello Travel Group), a travel advisor for the past five years, said she looks forward to this event each year primarily for the panel discussions. “The annual conference acts as a ‘state of the industry’ event,” she said. “The panels and keynotes focus on what we have all been talking about over the past year and allows us to collectively look forward. It is also a place to meet all the wonderful suppliers, destinations and brands to see what's new and meet with their sales teams, which can be hard as most of us work as an independent advisor, from home.”
Celebrating industry leaders
The conference also provided an opportunity to recognize professionals whose contributions continue to shape Canada’s travel industry.
Gloria Di Francesco, CEO and founder of GDF Talent Inc., delivered the “Leadership in Action: Driving Impact, Influence, and Growth in Today’s Travel Industry” keynote before attendees gathered for the much-anticipated awards presentation.
Gloria Di Francesco, CEO and founder of GDF Talent Inc. (Photo Credit: Charmaine Noronha/TravelPulse Canada)
ACTA announced the winners of its national awards at the closing event of its Eastern Canada Travel Industry Summit. “One of the most meaningful moments of this event is the opportunity to honour individuals whose leadership, professionalism, innovation and dedication inspires us all,” said Acton-Gervais.
Seven awards were presented, with each recipient taking the stage to accept their honour and pose for photos alongside Acton-Gervais, Monica Johnstone and Fiona Bowen.
Christine James, vice-president for Canada at Travel Leaders Network, received the Gerald Heifetz Advocacy Award. The award was established in memory of the late Gerald Heifetz, whose legal career was marked by his dedication to supporting travel advisors, business professionals and countless immigrants in need. Heifetz also played an instrumental role in the founding of ACTA and CITC.
Ola (Aleksandra) Honeysett of Jet Lag Voyages, The Travel Agent Next Door, was also awarded an Aurora Expeditions cruise through ACTA’s Referral Program.
ACTA Leadership Awards winners
● Gerald Heifetz Advocacy Award: Christine James CTM, Travel Leaders Network
● Leisure Travel Advisor Award: Dean Nelson CTC, Personal Travel Management
● Corporate Travel Advisor Award: Roxeanne Rae, Sea to Sky Travel
● Travel Manager Award: Corinne Scollon, Direct Travel
● Tomorrow’s Leader Award: Jamsheed Pocha, The Pelican Club
● Ches Chard Education Award: Doug Ellison, Ellison Travel and Tours
● CTC/CTM Lifetime Achievement Award: Melissa Chown CTC, CAA Atlantic
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