BURLINGTON — Collette doubled down on its commitment to the Canadian travel trade at last night’s Travel Advisor Appreciation Party at the Hilton Garden Inn Toronto/Burlington, where company executives highlighted the growing importance of advisors, evolving touring trends and the strength of the Canadian market.

The evening brought together travel advisors for cocktails, networking and conversations with senior leadership, including Christian Leibl-Côté, EVP, Global Sales, and Ron Lonsdale, VP, Canada.

Speaking to trade media at the event, Leibl-Cote emphasized that the trade remains central to Collette’s business model and long-term strategy.

“Travel advisors, they’re such a key part of our business and our future,” said Leibl-Côté. “This is all about celebrating agents and everything they do.”

He credited Lonsdale and the Canadian team for building strong advisor relationships across the country, adding that Canada continues to outperform other markets for agency-driven business.

“The majority of our business is through travel advisors. It’s not even close,” he said. “And Canada is probably the highest of all our markets.”

CANADA: COLLETTE’S FASTEST-GROWING MARKET FOR THREE YEARS RUNNING

According to Leibl-Côté, Canada has been Collette’s fastest-growing market for three consecutive years, fuelled by strong advisor partnerships and changes in consumer travel preferences following the pandemic.

“Prior to COVID it was all about, let me be in five or six countries in 10 days,” he said. “Now it’s all about slowing the pace, being with the locals.”

Leibl-Côté said Collette has reimagined its itineraries to focus on immersive experiences and more efficient transportation. He pointed to England as an example, where high-speed rail has replaced long coach journeys between destinations such as York and London.

“Those are the kinds of things we’re always looking for,” he said. “And those are the things travel advisors are noticing.”

He also highlighted the company’s investment in destination-based product designers who seek out unique local experiences for travellers.

Collette’s private sedan service is included on all air-inclusive tours to anywhere in the world – and media heading to Collette’s Travel Advisor Appreciation Party last night in Burlington got to experience the service first-hand

SOARING DEMAND FOR SMALL-GROUP TOURS

Small-group touring has become one of the company’s fastest-growing segments, according to Leibl-Côté. Collette’s Small Group Explorations product line has expanded significantly, growing from 19 tours in 2019 to a projected 63 tours for 2027.

“Small group touring is extremely hot,” he said. “It continues to grow for us, in very high double-digit numbers.”

Collette is also investing heavily in advisor education and first-hand product experience. In 2025, the company hosted a record 1,100 travel advisors on its tours through deeply discounted travel advisor rates.

Advisors pay just $150 per night, he noted. “Basically that’s 85% off. For a 10-night tour, they spend $1,500 on a tour, instead of $8,000 or $10,000. And their travel partners can travel with us for $200 per night. We’re giving them significant discounts so they can travel with us. Come and experience what touring with Collette is all about.”

ADVISOR TRAINING & TOOLS

Lonsdale said supporting advisors with training, sales tools and transparency remains a top priority for the company.

“The advisor is looking at their book of business and thinking about how touring fits their clients’ needs,” said Lonsdale. “We’re providing more efficient tools and resources to help overcome the stereotypes and misperceptions.”

Those resources include Collette’s educational modules and marketing tools designed to help advisors confidently sell guided touring.

Lonsdale also pointed to Collette’s loyalty program as a key go-to. “We have a robust loyalty program where 5% of the land cost is a future travel credit. So travel advisors can go on our agent portal, create a message and send it to their client. We’re helping them create sales. Everything is agent friendly and very transparent. And any communication to guests, the agent is well aware of what we’re doing. We’re in it together. And I think that’s how we’ve built that trust and confidence with travel advisors.”

GEOPOLITICAL CHALLENGES

Leibl-Côté also addressed the challenges facing the global travel industry, from geopolitical crises to public health concerns and the rising cost of jet fuel.

“The travel industry is hit constantly by all kinds of things that happen on a yearly basis,” he said.

He cited the company’s response during major disruptions, including 9/11, the COVID-19 pandemic and the Oct. 7 crisis in Israel, as examples of Collette’s customer-first philosophy.

“During COVID we refunded over Cdn$250 million dollars,” he said. “We always believed we didn’t earn anything until travellers get to experience the trip.”

Despite ongoing global uncertainty, Leibl-Côté said consumer demand for travel remains strong, including among Canadian travellers.

“Right now, knock on wood, people are still buying,” he said. “Canadians are still buying, they’re not cancelling.”

Looking ahead, he said Collette plans to continue expanding its Canadian presence.

“We have 51 employees here in Canada. I’m Canadian,” said Leibl-Côté. “For us Canada is extremely important.”

More information about Explorations tours, training modules and more is available through Collette’s Travel Advisor Portal.

Lead image caption: Ron Lonsdale, VP, Canada and Christian Leibl-Côté, EVP, Global Sales at Collette’s Travel Advisor Appreciation Party at the Hilton Garden Inn Toronto/Burlington (all photos courtesy Annie Cicvaric)