by Natasha Lair
Last updated: 7:05 AM ET, Wed November 26, 2025
The Travel Agent Next Door (TTAND) has launched a new premium brand, LUXE by The Travel Agent Next Door, to meet rising demand for luxury travel.
The company says the initiative is designed to strengthen TTAND’s luxury positioning, increase conversions, and better equip its advisors to sell higher-end travel.
“Luxury travel represents a strategic growth opportunity for TTAND, offering higher commission potential, fewer booking requirements, and long-term client loyalty,” said Christine Ufniak, TTAND director of Marketing.
“With 32% of Canadians classified as affluent, demand is rising for personalized, meaningful travel experiences across generations—from Boomers to Millennials.”
LUXE by The Travel Agent Next Door (Photo Credit: TTAND)
According to Ufniak, TTAND plans to train advisors to specialize in luxury travel, a focus she says will help differentiate the brand in a competitive market, attract high-performing agents, and align with traveller preferences such as private touring, river cruising, and bespoke FIT itineraries.
A targeted supplier strategy is also part of the rollout, with the goal of securing premium product access, exclusive offers, and enhanced service standards.
“By investing in immersive, high-touch professional development, TTAND can future-proof its business, enhance profitability, and reinforce its reputation as Canada’s leading host agency,” said Ufniak.
She added that today’s luxury travellers “are looking for personalization, exclusivity, and emotional connection—not mass-market messaging.”
To serve this audience, TTAND plans to introduce dedicated blogs, email campaigns, and a website under the LUXE brand.
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