MONTREAL — Transat Distribution Canada is doubling down on the value of travel advisors in a rapidly evolving digital landscape, backed by new proprietary research unveiled at its recent Forum 2026.

The study, conducted by Ipsos, confirms that while digital platforms and artificial intelligence are reshaping the industry, they are not replacing travel advisors but instead elevating their role.

The findings were shared during Forum 2026, the company’s biennial gathering for franchise and affiliate agency owners and managers, held April 7–10 in Banff, Alberta. The event brought together participants from across Western Canada, Ontario and Atlantic Canada, with a focus on delivering actionable strategies grounded in data and real-world experience.

“This year, for Forum, we wanted to deliver even more tangible value to our owners and managers, going well beyond a simple review of trends. And that is what we delivered with this exclusive TDC-Ipsos data”, says Karine Gagnon, General Manager of TDC.

SHIFTING PREFERENCES

Based on a nationally representative survey of 1,209 Canadian leisure travellers conducted in February 2026, along with consultations involving agency owners, affiliates, partners and internal stakeholders, the research points to a shift in how travellers define value in the planning process.

Titled ‘The Future of the Travel Distribution Industry’, the study found that travellers are increasingly turning to travel advisors for qualities that technology cannot replicate, including sound judgment, accountability, reassurance, error prevention, real-world experience and destination expertise, as well as the ability to manage growing complexity in travel planning.

As personalization increases, destinations diversify and geopolitical and operational factors become more complex, the study suggests that these challenges are reinforcing the importance of trusted human expertise.

“This study sends a very strong and timely signal,” said Gagnon. “Yes, technology and artificial intelligence are introducing new forms of competition across the travel ecosystem. But what our data clearly shows is that, in a more complex environment, the perceived value of expertise, judgment and human accountability is only increasing. That’s a powerful advantage for our agency owners who are well supported and well positioned.”

A COMPETITIVE EDGE

Gagnon added that access to proprietary research of this scale represents a significant competitive advantage for TDC members, positioning the network not only as a distributor but as a strategic partner focused on long-term agency growth and sustainability.

Forum 2026 was structured to ensure those insights could be translated into practical action. In addition to the research presentation, the programme included peer-to-peer sessions facilitating candid exchanges among experienced owners and managers, led by Julie Bilodeau, Senior Director of Organizational Development and Talent Management at Transat.

Participants also took part in one-on-one business reviews and small-group discussions with nearly a dozen of TDC’s preferred partners, including Transat.

This integrated approach aimed to ensure attendees left not only informed but equipped with concrete strategies tailored to their local markets.

“What truly distinguishes Forum is the quality of the dialogue and the relevance of the takeaways,” said Dianne Jackson, Director, Franchise and Affiliate Members. “Our owners and managers value having a space where best practices are shared openly, where data meets experience, and where they can prepare for what’s next with concrete tools that make a difference at the agency level.”

A second edition of Forum 2026 for Quebec-based franchise and affiliate agencies is set to take place April 20–22 in Saint-Sauveur, Quebec.