TORONTO — It’s been a wild ride indeed for travel advisors these past few years, having to endure a global pandemic that essentially put a stop to all travel. But as they have proven so many times before, travel advisors are nothing if not resilient.

With the worst of COVID-19 behind us (an estimated 1,400 travel agencies across Canada shuttered their business since 2019 due to the pandemic), travel advisors finally hit their stride in 2023, the first full year of post-pandemic travel following Transport Canada’s removal of all existing travel requirements in October 2022.

“The feedback about 2023 from travel agencies and travel advisors right across Canada has been very positive,” says Wendy Paradis, President of ACTA (Association of Canadian Travel Agencies & Travel Advisors). “From a booking perspective, leisure travel has been very strong, and business travel continues to improve but not quite at the same pace as leisure travel.” 

Noting the unprecedented pent-up demand for travel, Paradis adds that 2023 also saw a renewed appreciation for travel advisors.

“This year, many travellers recognized the value of consulting and booking with a professional travel advisor and wanted the security of an expert managing their travel experience from start to finish. A leading trend was also the desire for unique, customized and quality vacations, which is an area where travel advisors shine,” says Paradis.

Looking ahead to 2024, Paradis predicts continued high demand for travel and an improvement in travel industry operations, including operational issues like flight cancellations, schedule changes, airport lineups, lost luggage and lacklustre hotel and attraction experiences that plagued the better part of 2022 and carried into 2023. Her advice to travel advisors next year is to “remain vigilant and be prepared to adapt,” as well as to “continue learning, specializing and proactively incorporating new technologies to enhance their client experience and build a profitable business.”

In keeping with year-end traditions, we asked several travel advisors what their New Year’s resolutions are. Here’s what they had to say:

Alana Halford-Bowles, Independent by Flight Centre & Your Vacation Guru, Grimsby, ON

“My New Year’s resolution revolves around the continuous growth of my business and the dedicated team of travel professionals that support it. Through strategic target marketing efforts, including monthly newsletters, referral programs, engaging community events and an enhanced online presence, I aim to expand and strengthen my database.

“In 2023, I witnessed the phenomenon of revenge travel. It brought families and friends together, bridging the gap created by months of lockdown. These multi-generational trips allowed loved ones to share quality time. As we move forward into 2024, many of these families have transformed their reunion trips into an annual tradition, which will set the stage for a promising surge in bookings.”
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Heidi Hurst, Owner, Heidiway Travel, Calgary, AB

“My team is growing and we are changing a few things we do, including a new team phone number, a centralized workflow and some back-end processes from our innovative host Trevello. We’re looking to add one more person to the team as well. 

“We fully doubled or more on everything – sales, number of clients, number of groups, etc. – in 2023! We have a few things on the books for 2024 that make it look like a banner year.”
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Caitlin Lajeunesse, Caribbean Travel Advisor, Vacations by Caitlin, Cambridge, ON

“I have a few resolutions. This year, I will commit to strengthening my brand of premium beach vacations. This includes having a proper photo shoot, consistent monthly newsletter, and getting more comfortable with saying no to the inquiries that do not align with my niche.

“Based on 2023 sales and demand, I can only assume that 2024 will be just as great, if not better. People are realizing the value of experiences, memories and time with their loved ones over things. I can’t see travel demand slowing down anytime soon.”
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Valerie Murphy, Travel Advisor, Direct Travel, Waterloo, ON

“My New Year’s resolution is to work smarter, not harder. I’m very optimistic about 2024. I feel that after the pandemic, people see travel as a necessity, not a luxury, so I think the current boom will continue.”
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Scott Penney, Travel Advisor, The Travel Agent Next Door, Stewiacke, NS

“For 2024, my goal is to try and take more time to be better at marketing to clients. I feel it’s something I don’t do well or that does not get enough focus. I also want to learn more about specific suppliers and their products and services, which will better support my business and the changing needs of my clients. 

“2023 has really surprised me – it’s been my busiest and best year since I’ve been in the industry. There really has not been a slow period or down time compared to other years. This is really interesting considering I had given serious thought about leaving the industry in 2021 following the pandemic. I’m excited to see what 2024 brings and I’m looking forward to helping make my clients’ dreams come true.”

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Gary Rams, Soft Adventure – Cultural Experiences, Crowfoot Travel Solutions, Calgary, AB

“My New Year’s resolution for 2024 is to concentrate on a smaller number of clients and also take time for myself. I thought things would slow down a bit, but clients’ requests are still coming in at a record pace. In the past, I would do airfare for clients, however with all the recent issues with airlines I had to rethink this. 

“I think 2024 will be a record year and that we’ll see strong bucket-list, adventure-style trips. People will spend if there is value. People also know that there is a cost associated with these trips and are willing to make it happen.”
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Joanne Saab, Travel Advisor, Curated Travel, Ancaster, ON

“My New Year’s resolution for 2024 is to essentially focus on working smarter, not harder. This means focusing on products that will maximize profitability and streamlining work processes to work more efficiently.

“2023 was a very strong year and early bookings suggest 2024 will also be strong. I will say, however, that I note headwinds from ongoing inflation and the burden of the economy, as well as the wars in Europe at the Middle East.”
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Tony Santelii, Senior Travel Advisor, FunRexAlcyon Travel, Laval, QC

“2024 will be a transition year for me. After more than 50 years in the travel industry, I will be sending an end-of-year message to my loyal customers that, beginning in 2024, I will reduce my workload to focus on selling cruises, multi-gen travel, weddings abroad and bucket-list travel for clients my age. In reducing my workload, I will be more focused on travel products that I enjoy preparing.

“I believe 2024 will continue where 2023 left off. The pent-up demand is still there and I see more clients confident that the worst is over. My crystal ball sees another banner year for 2024, and in talking with my business travel friends, they too are seeing a huge increase in business travel.”
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Marianne Vogel, Owner, Just for You Travel & Consulting, Dundas, ON

“My New Year’s resolution is to hire some staff and start running group travel again, including group cruises and day bus trips for seniors.

“It’s hard to be anything but optimistic. Considering the economic climate, I do feel people are travelling less but spending more on quality vacations. Instead of taking several vacations, they seem to be taking one large, expensive one.”

This article originally appeared in Travelweek’s Dec. 14 issue. To read the issue, click here.