A growing number of Canadian travel advisors are launching their own agencies.
According to Travelsavers Canada, travellers are seeking professional guidance to navigate the volume of information available online and to create more meaningful travel experiences. That demand is giving advisors the confidence to build independent businesses focused on niche expertise.
A recent survey of Travelsavers-affiliated advisors revealed 71% expect revenue growth in 2026.
"New agencies need strong support systems to get off the ground successfully," said Jane Clementino, Senior Vice President and General Manager, Travelsavers Canada.
“Personalized coaching, innovative tools and programs, professional development, and an encouraging network of peers are all critical elements of a long-term business strategy. That's where TRAVELSAVERS Canada comes in."
Niche Expertise Fuels Growth
Melissa Baum, owner of Travelsavers Canada affiliate Yaycations, and Karen Fournier, owner of Travelsavers Canada affiliate Four Stories Travel, are among those who have recently established independent agencies. Both say operating on their own allows them to align their businesses more closely with their specializations and client relationships.
“We’ve built a community around river cruising, and that consistent demand gave us confidence to take the next step,” said Baum.
“Travellers research heavily online, often through social media and YouTube, but they still want guidance from someone who knows the product deeply.”
Baum said launching her own agency has enabled her to expand supplier relationships and tailor recommendations more precisely. Yaycations is also expanding into small-ship luxury ocean cruising and expedition travel, reflecting growing interest in immersive experiences.
Advisors report increased demand for customized itineraries, including luxury and multi-generational travel, which often require coordination across multiple suppliers and destinations. As trips become more detailed, clients are relying on advisors to filter options, validate decisions and manage logistics.
Human Expertise in a Digital World
While digital tools and artificial intelligence have expanded access to travel information, advisors say they are reinforcing, not replacing, the value of human expertise.
Fournier launched Four Stories Travel using a collaborative model, with advisors specializing in areas such as cruises, wellness, adventure and accessible travel while maintaining a consistent service approach.
“Clients often come in with ideas, but they want reassurance,” said Fournier.
“We focused on showcasing who we are as people and building relationships so travellers know a real person is managing their trip.”
Baum’s home-based agency continues to focus on river cruising, a niche that is expanding as travellers look for destination-focused experiences. She has also leaned into educational content and digital engagement to build her brand.
“When travellers feel informed, they’re more confident working with an advisor who understands their goals,” she said.
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