The renaissance of the travel advisor is a huge movement in the world, and Canada is right there with other countries, says the head of Travel Leaders Network.

Speaking to TravelPulse Canada and other trade publications at a press lunch in downtown Toronto on Monday, John Lovell said TL Network is growing strong and implementing major innovations in its third year of operation.

The largest retail travel agency in North America, TL Network is making huge strides for advisors and agents with strong website growth, new business leads, advisor education and training, marketing programs and partnerships, said Lovell, President – Leisure Travel, Supplier Relations and Networks for Travel Leaders Group, the parent organization of TL Network.

“We continue to innovate and ultimately provide best-in-class service to our travel agency members, which, in turn, is driving our continued growth.”

TL Network Canada Vice President Christine James said there are roughly 680 agents in TL Network Canada and that she’s excited to see growth in their direct marketing efforts north of the border.

“Our engagement program provides our advisors with beautifully designed marketing materials to inspire their customers and keep them informed about our latest offerings.”

James said it costs just $475 Canadian a year for an agency to be part of the network, but that TL Network delivers $20,000 worth of programs and engagement offers.

Officials said the company’s Agent Profiler online lead generation tool last year experienced 25% year-over-year growth in leads channeled to participating Canadian travel advisors, resulting in 5,000 leads delivered.

Jeremy Van Kuyk, VP, Product and Solutions Delivery for Travel Leaders Group, said the company’s CanadianTravelAgents.ca website now ranks third in Google searches when Canadians look for travel agents.

TL Network this year is introducing a new advisor education and training philosophy focussed on learning pathways customized to an advisor’s personal achievement and career enhancement goals. The company’s Learning Management System now includes 358 individual courses. More than 425 new Canadian users joined the system last year.

On the marketing front, the company’s Distinctive Voyages has grown to more than 4,200 departures worldwide and 18 cruise line partners. Some 119 voyages within the program’s Culinary Collection are being offered in 2019, as well.

The organization’s Canadian marketing engagement program has grown to more than 50 partners and during the past year resulted in more than 220 direct mail and email campaigns and more than six million partner-funded pieces.

They also offer social media tools to help agents build their brand and can even post to an advisor’s individual channels for them.

James said group travel is huge in Canada and now probably makes up 20 to 30% of bookings.

Lovell said around-the-world cruises (usually 104 to 180 days) are becoming quite popular and that cruising in general is “exploding.” He also said Egypt, Turkey and Eastern Europe are fast-growing destinations, as are Asia, Australia and New Zealand.

“Travellers are really looking for self-enrichment and new experiences,” he said. “It’s no longer just about getting your passport stamped.”

He also said agents can no longer afford to be generalists.

“You really need to be a specialist, so when you get a call you can really make a difference.”

Lovell said a survey of some 3,500 consumers found that 96% of respondents plan to travel in 2019, and that 89% of those plan to spend the same amount of money or more than they did last year.

Travel Leaders Network President Roger Block said he’s looking forward to great things for the company this year.

“I’m extremely proud of the energy, drive and accomplishments of our team during the past year in rolling out new and enhanced programs to support and create even greater benefit to our travel advisors,” he said. “We are constantly innovating to drive more consumer leads to our members, along with providing the tools and technology they need to make their jobs easier.”

The annual Travel Leaders Network EDGE Conference will be held in Washington D.C. June 7-10. Canadian fall conferences will be held in Markham, Ontario on Oct. 8, in Toronto on Oct. 10, in Vancouver on Oct. 22 and in Calgary on Oct. 24.