TORONTO — Luxury travel and corporate travel management specialist TTI Travel has expanded into Quebec, with Joel Ostrov onboard as the new President of TTI Quebec.

“We have always had a presence in Quebec. Joel could not be a better fit for scaling our business in this market,” said TTI Travel’s CEO, Rocky Racco.

The strategic expansion marks a milestone in the company’s 2026–2030 growth cycle, further solidifying its position as a premier Canadian owned and operated travel entity, added Racco.

“As a third-generation family business, we value the tenacity and passion for excellence that Joel has demonstrated throughout his career. His legacy speaks for itself, and his return to the industry marks a new chapter in TTI’s national growth,” he said.

It’s a full circle moment for friends Racco and Ostrov. Their connection dates back to the 1980s, when Ostrov’s Montreal-based travel agency, Partners in Travel, joined global consortium Travel Trust International. That’s where Ostrov first met Racco, whose agency, TTI Canada (Travel Trust International) joined the consortium at around the same time.

Partners in Travel later joined with four other agencies in Quebec and Toronto to create The Vision 2000 Travel Group, which began operations as a large national TMC in April 2000. Vision 2000 Travel grew into the largest travel management firm in Canada, with sales of over $750 million, before selling the company to Direct Travel in May 2017. Joel continued as Direct Travel’s Regional President in the Quebec market until August 2024.

Ostrov briefly retired – for 15 months. “When the travel industry is in your blood, it is hard to stay away,” said Ostrov. “I still believe there is a vital place for a Canadian-owned, customer-service-oriented agency in Quebec. TTI is known for their high-touch, white-glove service. Being the only BCD affiliate in the country puts us in an enviable position to lead this market.”

The combination of TTI’s national infrastructure with a dedicated Montreal-based presence means the division will continue to provide …

• Expanded Francophone Services: Full-scale support in French for clients, staff, and Independent Travel Advisors (ITAs)
• Premier Leisure Affiliations: Leveraging TTI’s Virtuoso membership for luxury travellers and Travelsavers for Canadian supplier partnerships
• Global Corporate Reach: TTI Quebec is Canada’s only BCD Travel affiliate and offers businesses the scale of the world’s second-largest TMC, combined with local, boutique account management
• Elite Supplier Status: Clients will benefit from TTI’s Air Canada COE Platinum status and preferred partner relationships with the world’s top luxury hotels and cruise lines.

Racco, Ostrov and the team also explained the timing of the Quebec expansion …

1. Professionalizing the Independent Advisor Network: A surge of ITAs in Quebec means more demand for host agencies, especially those that can navigate the specific legalities of Quebec’s Office de la protection du consommateur (OPC). “With nearly 2,400 active travel professionals in the province—over half of whom work independently—TTI Quebec provides the localized regulatory expertise and cultural nuance these advisors require,” said the TTI Quebec team.

2. A Boom in Luxury and HNW Outbound Travel: Montreal is home to over 22,200 millionaires, ranking in the global top 50 for wealth. With the Canadian luxury travel market projected to reach $120.5 billion by 2030, TTI Quebec says it’s positioned to capture the ‘ultra-high-net-worth’ segment through advisors who specialize in bespoke, French-language luxury experiences.

3. Diversification of the Corporate Sector: Quebec’s burgeoning aerospace, AI, and green energy sectors demand sophisticated, global-scale travel management, said TTI, noting the agency “fills a critical gap for Quebec SMEs that require BCD Travel’s global technology suite but insist on Canadian-based service.”

Lead image caption: Joel Ostrov, President of TTI Quebec (left) and Rocky Racco, TTI Travel’s CEO