by Natasha Lair
Last updated: 9:45 AM ET, Thu January 15, 2026
Travel Leaders Network (TLN) is sharpening its focus, supporting existing members as strong travel demand, particularly in Canada, continues to reshape advisor needs and booking patterns.
TravelPulse Canada attended the press conference and lunch at the Four Seasons Hotel Toronto this week, where TLN executives outlined trends in Canadian bookings, advisor profitability, and the tools and training helping agencies succeed.
Lindsay Pearlman, President of Travel Leaders Network, said the strategy reflects both the scale of the organization and the changing realities of the travel marketplace.
“We’re in a very interesting industry,” Pearlman said. “If you read the press, the world is falling apart. Then you get into our travel world, and the numbers say something very different.”
Pearlman pointed to the size of the global travel industry, currently valued at about $5 trillion, with projections reaching $15 trillion by 2040. Against that backdrop, he said Travel Leaders Network’s priority is not growth for growth’s sake, but helping advisors become more profitable and operate more efficiently.
“Our focus isn’t just on scale,” he said. “It’s about more profitable growth. How do advisors earn more money, and how do they operate more efficiently?”
Industry Outlook: Growth Despite the Noise
According to TLN, the organization added more than 300 new member agencies across North America in 2025, including 36 agencies in Canada. Those new members represent more than $300 million in annual preferred partner sales, with Canada accounting for $24.5 million.
Despite that growth, Pearlman said the network is intentionally easing off recruitment in favour of retention and support.
“We’re less focused on bringing on new members this year and more focused on supporting our existing members,” he said. “If someone leaves and says, ‘You don’t have this,’ and we do — that’s on us.”
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Travel Leaders Network supports more than 6,000 agencies representing roughly 100,000 travel advisors across North America. Rather than mandating tools or programs, Pearlman said agencies are encouraged to choose what fits their business model.
“Our job is not to tell them how to run their business,” he said. “Our job is to support them in how they want to run their business.”
Pearlman highlighted TLN’s combination of national buying power with personalized, local relationships.
Lindsay Pearlman, president of TLN and Christine James, vice president, TLN. (Photo Credit: TLN) “Agencies want to feel supported, not standardized. They want partners that can meet them where they are while giving access to resources they can’t achieve alone.
“Our role is to use our size so our members don’t have to,” he said. “We absorb cost, complexity and negotiation at the network level, allowing agencies to focus on their clients and their long-term success.”
Canada: Retention, Resources, and Rising Demand
Christine James, Vice President, Canada for Travel Leaders Network, said the shift away from recruitment in Canada is deliberate and driven by strong engagement from existing members.
“We want to make sure our existing membership base is reaping the benefits,” James said. “Because our organization is so large, we have multiple models in our network, from very large host agencies to smaller brick-and-mortar and independent advisors. That takes a lot of work.”
To support that effort, TLN has expanded its Canadian account management resources, including the appointment of Cheryl Babalal to the team effective January 5.
“We really think it’s more important for us to shift that focus onto retention efforts,” James said. “The only way we can do that is by beefing up our team, which is essentially what we’ve done.”
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James also shared strong Canadian performance data. Combined cruise and land sales in Canada are up 9% year over year, with cruise sales up 13% and land up 5%. Luxury travel, while still a smaller portion of the market, continues to grow rapidly.
“Our luxury product is growing, about 8% year over year,” she said. “It’s a smaller base, but there is definitely a shift to luxury.”
Destination Shifts
James noted that Canadian travellers are adapting rather than cancelling trips. “Instead of going here, they’re going there,” she said.
European and Alaskan cruises are seeing increased interest, while Caribbean cruises are slightly down. Cuba remains a top draw.
“Inventory for Europe is tighter, so we’re advising Canadian advisors to secure client bookings early,” James said.
Technology, AI and Advisor Relevance
TLN says it is investing in technology to make advisors more efficient, not to replace them.
“I don’t think AI is going to replace anybody,” he said. “I think people may lose business to people who are using AI.”
Its Snap platform integrates air, hotel, and car bookings without requiring GDS expertise. Pearlman said, “If advisors book all components of a trip through the platform, loyalty rises and cancellations drop. It’s a tool to help them operate more efficiently, not replace them.”
The network is also exploring AI to streamline workflows and content creation, emphasizing human oversight.
“AI creates content, but advisors edit and verify it. It’s a tool that, if used effectively, makes business more efficient,” Pearlman said.
“The reality today is not if something will go wrong on a trip, it’s when,” Pearlman said. “That’s why travellers are looking for reassurance and expertise.”
Training, Events, and Network Support in Canada
Beyond technology, the network is expanding in-person and virtual support.
Canadian members can attend regional events, mixers, and training sessions to connect with peers and suppliers.
James highlighted plans for the 2026 regional format, under the Elevate Canada banner, which will offer more networking and training opportunities for Canadian advisors unable to travel to U.S.-based conferences.
James highlighted continued strong participation in Canadian events, with nearly 2,000 members attending Travel Leaders Network events in 2025.
By the Numbers: Travel Leaders Network in Canada
- 36 new Canadian member agencies in 2025
- Total Canadian advisor base: ~4,000
- Annual sales to preferred supplier partners: $24.5 million
- Key growth: river cruising (+70% over 26 months), combined FIT and touring (+30% for 2026)
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