CALGARY — Luxury travel is projected to grow 8% over the next four years, with demand for luxury experiences in Canada growing at twice the rate of luxury goods.

That’s according to the latest intel shared by Virtuoso’s Karen Hardie, Canada’s General Manager, at the 2026 Canada Forum.

More than 100 attendees, including owners and managers from Virtuoso’s travel agency members in Canada and preferred partners from around the world, came out for the conference, held earlier this month at Fairmont Palliser in Calgary.

The two-day event focused on industry trends and innovation within the market, featuring presentations and professional development sessions complemented by peer-to-peer dialogue and discussions.

KEY TRENDS 

Hardie also outlined several key trends shaping the year ahead, including multi-generational travel, authenticity, cultural immersion and nature-based excursions. She closed by addressing the role of travel advisors in Canada and another reason for optimism, citing the 2025 Virtuoso Global Luxury Traveller Report, an annual survey of luxury travellers across 17 countries conducted in collaboration with YouGov. The report found that 33% of affluent Canadian travellers expressed interest in working with a travel advisor in 2026, eight percentage points above the global average.

Virtuoso’s EVP, Strategic Communications David Kolner followed with an insightful look at Virtuoso’s performance across Canada, pointing to another year of strong momentum for the network. In 2025, preferred partner sales among Canadian agencies increased by 9% year over year. Sales grew across all categories, led by tours at 74%, followed by cruise at 33%, hotels at 16% and on‑sites at 5%. Preferred partner ADR (Average Daily Rates) also remained resilient throughout the year, peaking at US$1,870 in December.

Hardie and Kolner noted that the year ahead remains strong across the Virtuoso network, according to the January 2026 Virtuoso Pulse Survey of members and preferred partners. Some 71% of members reported feeling optimistic about their business, up from 69% mid-last year. Partner optimism also improved, rising to 62% from 56% over the same period. According to the 2026 Virtuoso Luxe Report, nearly half of Canadian advisors surveyed foresee at least a slight rise in travel demand this year, with 13% anticipating a significant increase. Spend per trip is expected to remain high, with 60% predicting at least a modest increase and 18% expecting client spend to stay the same.

CONTINUED DEMAND

The forum also included a live Owner/Manager Outlook Survey, and it’s clear agencies are preparing for continued demand: 92% are planning to hire some type of new staff, including independent contractors (61%) and full-time advisors (47%). Respondents identified geopolitical conflict as the most significant factor likely to shape luxury travel in 2026, and more than half (66%) view Artificial Intelligence as an opportunity. When asked about traveller behaviour, owners and managers indicated heightened interest in new destinations (83%), solo travel (60% and slower-paced immersive itineraries (60%). A small uptick in price sensitivity (9%) demonstrates that the economy and rising travel costs are less impactful on luxury travellers.

Virtuoso Chairman and CEO Matthew D. Upchurch wrapped up the session. “I’m most excited about turning challenge into opportunity with a refreshed perspective on what’s possible, and I’m grateful for a community that believes in growing together,” he said. “Deeper understanding brings clarity to three key drivers we see shaping what’s ahead: quality, globalization and entrepreneurship. By focusing on greater flexibility in how we deliver value to Virtuoso’s diverse membership – and on the mutual commitments required to do so – we strengthen the support of our members, the ability to deliver for our partners and ensure we’re prepared to adapt and thrive in the years to come.”

AWARD WINNERS

Virtuoso members and partners were also honoured with regional awards at the Canada Forum. Here’s a look …

Northern Lights Award

Winner: Kemi Wells-Conrad, Wells Luxury Travel

Most Engaged

Member winner: Momenti Travel

Partner winner: Viking

Top Producers

Member Award: Direct Travel

Partner Awards:

Top Producing Cruise: Celebrity Cruises

Top Producing Hotels & Resorts: Four Seasons Resort and Residences Anguilla

Top Producing On-Site: Giltedge – South Africa

Top Producing Tour Operator: Collette

Top Producing Wholesaler: Bedsonline

Top Producing Specialty: Allianz Partners

Highest Annual Growth

Member winners:

Highest Cruise Annual Growth: Renshaw Travel

Highest Hotels & Resorts Annual Growth: Wells Luxury Travel

Highest On-Site Annual Growth: Wells Luxury Travel

Highest Tour Operator Annual Growth: K. Benn Travel, Inc.

Highest Specialty Annual Growth: Trevello Travel Group

Partner winners:

Highest Cruise Annual Growth: AmaWaterways

Highest Hotels & Resorts Annual Growth: Sonora Resort Canada

Highest On-Site Annual Growth: Arno – Travel & Event Design – Italy

Highest Tour Operator Annual Growth: Rocky Mountaineer

Highest Wholesaler Annual Growth: Bedsonline

Highest Specialty Annual Growth: Allianz Partners