By Michael Baginski/    Despite cross-border travel woes, the sky is far from falling for travel, according to a panel of top agents at Virtuoso’s recent ‘On the Road’ event in Toronto. Indeed, the biggest takeaway from the session was that travellers are mostly going to travel no matter what, though in the current circumstances, that may simply mean changing destinations – and how agents get them there may require some flexibility and finesse.

The lunch panel discussion at Ritz-Carlton featured Susan Lawson, Director of Engagement, Trevello Travel Group; Catherine Davis, Zebrano Travel; Karen Marquardt Wyers, TTI Travel; and Meredith Burbidge, Director, Leisure Client Engagement, Direct Travel; along with Virtuoso’s GM, Canada, Ùna O’Leary.

Notably all the participants agreed that business was still very good in 2025. And while conceding the uncertainty of the U.S. situation – perhaps qualifying as another “new normal” for the travel industry – and the upcoming Canadian election may have taken the shine off a banner 2024 (at least among clients in the luxury sector), they believe the “pause” in bookings is already waning, and will pick up even further when Canada’s new government is settled.

Here are 10 insights, trends, tips, and observations from the panel discussion:

1. U.S.: Unquestionably the “elephant in the room,” panelists agreed that many clients were foregoing trips south of the border, though simply changing their destinations and not cancelling overall travel plans. But O’Leary quickly observed, “People still are travelling to the States. People are going to make those choices, regardless. It’s personal.”
2. Agent negativity towards the U.S.: While some clients may be shying away from the U.S., the panel addressed reports of some agents actively dissing the country and letting personal feelings colour their advice. “We don’t agree with that, we don’t think that is the role of a professional travel advisor,” stated Lawson matter-of-factly, while Marquardt Wyers warned, “This is going to end! We’re all going to come out the other side and our relationships with our partners that are our closest allies really need to stay that way…”
3. Staycations: “Absolutely, there is that group that has the mindset to stay in Canada,” said Lawson. “But they’re still booking a good trip. To go to Tofino is not inexpensive, at all. So, they’re still spending money, but they’re staying within Canada. But definitely not all of them.”
4. Travel motivations: “Our clients are continuing to prioritize travel; they’re going!” revealed Davis, adding, “I don’t really see a change in the behaviour of our clients. They’ll go when they want to go, and we help them.”
5. Other trends at Virtuoso: Leisure spending significantly up; yacht cruising “way up,” as are most cruising categories; Canadians booking on average 105 days out in 2024, but also increasingly one and two years ahead; the higher the price, the further out the booking; growth in both outbound and domestic travel; huge return to Asia; cooler vacations (including skiing) amidst climate change; travelling to the countryside beyond main centres (such as U.K. beyond London); isolated escapes (Scandinavia, Iceland, Antarctica); sailing solo; “mild wild” (combining, for example, ziplining and wine tasting); TV and social media influences; celebrating milestones; seeking off-the-beaten path and sustainable destinations instead over-touristed ones; escaping winter weather; rest and relaxation.
6. Price: “We’re not seeing the price (of trips booked) come down, but the consumer is asking for and wants good value for their money spent. And they want peace of mind (insurance),” said Lawson.
7. Insurance: Said Davis: “I’ve booked more insurance than I ever have after COVID. Every trip. You have to protect your money, and anything can go wrong now – things are crazy out there. So, book it, 100%.”
8. Artificial intelligence: “The trend I’d to go see go away,” said Burbridge, “is the belief that AI can plan my vacation – because it can’t. Our advisors have relationships with hoteliers and tour operators. They can get the client in places that aren’t accessible by AI. AI can tell you that something exists, but that’s about it! They’re going to be able to open that door for the client.”
9. Using an advisor: “What we’re seeing more than anything at this time – no different than when we went through the pandemic – is that consumer is really leaning on the travel advisor,” observed Lawson. “They trust that the advisor will give them the right information and guide them. That relationship is key and we’re seeing more and more people come and book with an advisor.” Davis concluded: “It’s vital to use an agent. It’s tricky and you really need someone who knows the business. (But) that’s our job, that’s what we do, and we love it. And we’re good at it.”
10. Weird stuff: Burbridge concluded that while times are undoubtedly turbulent, “This is not our first rodeo with weird stuff that’s happened. I mean, COVID – we were knocked off our socks for that one. This (the U.S. situation) will pivot; we’ll figure it out. With COVID we had groups and we figured out how to travel locally. I think for now we’re just booking and continuing on with better flexible bookings, and we’ve got our insurance. And everything’s good at this moment.”

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