By Michael Baginski/ From comprehensive travel trade training to a myriad of individual incentives by partners in destination, Canadian travel advisors will find plenty of tools and opportunities to help increase their sales to the Florida Keys, and discover the destination for themselves.
“The travel trade generates 80% of our rooms (in the Keys) and most people come here through an agent of some sort – particularly those who come through from outside the U.S. – so, travel trade in Canada is very import to us because they are by far our largest feeder market,” says Ed Simon, Executive Vice President & Chief Sales Officer, Visit Florida Keys.
Currently, Simon says, Visit Florida Keys’ is nearing completion of a new version of its popular Key Lime Academy platform for travel trade professionals, which is comprised of video-driven modules to educate participants about the island chain’s five distinct regions: Key Largo, Islamorada, Marathon, The Lower Keys and Key West.
The online training program is a self-paced, informative and fun video series designed to help sell the Florida Keys & Key West and can be completed during a single or separate learning sessions.
After completion and with a score of 80% percent or higher, an electronic graduation certificate is awarded through email, and specialists can qualify for various incentives, such as FAM trips. There is also access to collateral material such as images and video that can be utilized.
Simon notes that the new-look travel academy is part of a larger plans to rebrand the organization’s web site, along with revamping the sales team, along with other in-house initiatives.
“We have redone everything that is a touchpoint for a traveller, so our social media is brand new, our web site is brand new, we have four new agencies that started in March… everything is new,” says Heidi Barfels, SVP, Marketing and Communications.
She adds, “We are refreshing all of our materials: we are going to have a state-of-the-art web site (and) and an AI tool you can interact with, and a chatbot. So, we have a tech-forward future and we’re taking that something that’s been successful and making it even better and providing even better resources.
“There’s a real renaissance that has been taking place, and I think that will be reflected in the material that is available to the travel agent in the future.”
Both Simon and Barfels acknowledge turbulence in relations between Canada and the US at present, but the VP says, “We think the time is to ramp up our engagement (in Canada) – we never let go, but it’s also not a brand-new initiative because Canada has aways been a very important market to us.”
TRADE INITIATIVES
- E-learning program with gallery of pictures free of rights and brochure download
- Canadian sales representation in English and French
- Attends in-market trade shows and events, including the Outdoor Adventure Show in Montreal, March 28-29, 2026
- Conducts dedicated in-market sales missions
KEYS INFORMATION
Canadian contact:
Sabine Chilton – sabine@fla-keys.com
E-learning:
https://fla-keysen.experttraining.eu/ – English
https://fla-keysfr.experttraining.eu/ – French
Websites
www.visitfloridakeys.com – English
www.fla-keys.fr – French
HOTEL INCENTIVES
Many hotels in the Florida Keys offer special travel trade rates and programs, such as dining credits. Here are a couple of current offers:
Hawks Cay Resort: The Luxury Travel Rate (promo code – LT; also bookable in GDS) includes daily breakfast for two, $30 p.m.; $100 dining credit per stay; complimentary upgrade at check-in, based on availability; early check-in & late check-out, based on availability; 10% Commission.
Current promotion:
- Third Night Free Promotion – Book by 9/30/25, stay by 12/24/26
- Third Night Free Promotion – Book between 10/1/25 and 12/1/25, stay by 12/24/25
- Fourth Night Free Promotion – Book between 12/1/25 and 12/1/26, stay by 12/24/26
Islamorada Resort Collection (Three waters, la Siesta, Amara Cay): Offers 35% off BAR (dynamic) for all tour operator partners now through April 2026 (must book and travel by April 30, 2026).
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