The role of a travel advisor has seen more change over the decades than hemlines and hairstyles.

Same goes for an advisor’s cumulative value proposition for clients.

Agents competed on price and inclusions when suppliers started to bypass agents and go direct to the consumer. Agents promoted their service levels – and personal touch – when the Internet completely upended the retail distribution channel. During the pandemic years, they navigated constantly changing border closures, medical requirements and travel restrictions for their clients.

Added to all those skills, what happens now, when there seems to be a travel crisis on a weekly basis? “Clients expect us to ‘know everything about everything’,” says RedDoorTravel’s Sandra McLeod.

The perception of travel advisors as merely ‘ticket takers’ seems like a million years ago – and an agent’s duty of care obligation to clients weighs heavier than ever.

“Share What You Know, As Soon As You Know It”

“Our industry has always had its ups and downs, but the disruptions we’ve seen since the start of 2026 have reached unprecedented levels,” says Christine James, VP, Canada, Travel Leaders Network.

It’s like one big case of whiplash for the travel industry, as heads spin (and rebookings and cancellations mount) from the repatriations and suspension of operations to Cuba, to cartel violence in Puerto Vallarta, to the war in the Middle East, intensifying by the day.

For travel retailers, duty of care includes the obligation for travel advisors to give clients the most accurate and updated information about the destination they’re visiting, and not put them in harm’s way.

It can seem like an impossible task these days. It goes without saying that explaining the value of travel insurance has never been more important, says TICO President Richard Smart.

He explains duty of care, applicable in his purview for TICO registrants but relevant cross-Canada: “Under Ontario’s regulatory framework, the requirement is that Ontario’s travel agencies and tour operators take reasonable steps to ensure consumers have the information they need before they make a booking. This includes bringing to a consumer’s attention any conditions that could affect the consumer’s decision to travel, clearly explaining the terms and conditions of the booking, including cancellation policies and any applicable fees,” says Smart. Compliance guides and checklists can be found here.

“Once travel is booked, if something changes that might have affected their decision to buy, the Regulation requires that the consumer be notified promptly. Essentially, share what you know, as soon as you know it,” he adds.

McLeod is covering her bases at every turn, and not just because of the latest travel disruptions. As clients get more adventurous, that’s impacting her best practices too.

“I am finding that it is necessary to couch everything with caveats and disclaimers,” says McLeod. “The duty of care has certainly become more challenging, and not only about world events. As clients are going more exotic and off-the-beaten-path with expedition cruises and land, it’s necessary to put disclaimers in our information and invoices. Similar to what cruise lines, tour operators and other suppliers put in their terms – I always include statements to this effect in our invoices – that it is necessary to read and comply with supplier T&Cs.”

“Helping People Experience The World Well”

Travel has always been the first industry hit whenever the world shifts, says Sheila Gallant-Halloran of Ottawa’s Lush Life Travel, a Direct Travel affiliate.

“But what feels different now is how fast rules and circumstances change, and how digitized travel documentation has become. In many ways, the core of the job hasn’t changed: helping people experience the world well. But what has changed is the volume and complexity of information clients now need to navigate safely and confidently,” she says.

Even a procedural requirement like the UK’s new Electronic Travel Authorization (ETA) can quickly cause confusion. Gallant-Halloran’s recent Facebook post summarizing the ETA rules “generated a huge amount of engagement” – and 95% of the reactions were from people who don’t even follow her page. “That tells me a lot of travellers simply weren’t aware of the change, or are just learning that they have to get a UK passport.”

It comes down to interpretation and education, says Gallant-Halloran. “We can’t control government policy or border rules, but we can help travellers understand them and point them to reliable sources like official government guidance or visa specialists.”

For clients heading to Mexico’s Mayakoba who were worried about Puerto Vallarta – some 2,000 kms away – Gallant-Halloran says she shared resources like Rome2Rio, “to help them visualize distance and context.”

Another client asked whether the war in the Middle East could impact her June river cruise from Amsterdam to Budapest. “My role there was to provide perspective: Europe is large and stable, the cruise lines are operating normally, and in fact her river cruise company is still operating Nile cruises in Egypt,” she says. “I’m also heading to Amsterdam myself for this year’s ASTA River Cruise Expo, which allows me to give clients real-time, on-the-ground feedback.”

She walks clients through three key points: “Number one, what the actual situation is, based on verified sources. Two, what their options are — travel, modify plans, or cancel. And three, what the financial implications are, including cancellation policies. That clarity is what helps travellers feel comfortable moving forward.”

For tools navigating this new normal, Gallant-Halloran relies on official government advisories, airline and cruise line operational updates, visa services like CIBT, and her professional networks within the industry.

“The List Of Safe Places Gets Shorter By The Day”

Total Advantage Travel & Toursʻ Robert Townshend says duty of care has always been important, “but now it’s a top priority. We don’t want to send anyone to any place where they may be in danger. The list of safe places gets shorter by the day. I’ve never had to access the Government of Canada’s travel advisory site as much as I have over the past three months!”

He’s hoping tourist boards and tour operators will become more proactive in relaying information to agents. “I’m finding out about a lot of things through the news before I even hear from a tour operator or tourist board. It’s very frustrating,” says Townshend.

McLeod’s RedDoorTravel is with The Travel Agent Next Door, and McLeod says TTAND is good about helping advisors assist clients when world events: “They make it easy for advisors to identify clients going to these areas, to enable them to reach out to them.”

Asked how suppliers and tourism boards could expand their assistance to agents in times like these, McLeod says: “All of them could provide communication about what is happening, as soon as something happens. They could also draft messages that can be customized for advisors to send to clients, or use as talking points.”

Thatʻs the thinking behind Travel Leaders Networkʻs strategy for keeping its members in the loop. James says the TLN team produces up‑to‑the‑minute talking points that incorporate the latest updates from supplier partners, as well as all relevant government advisories. “We share these resources regularly so our members feel equipped and confident when responding to client questions and concerns. In times like these, clarity and timely information are essential, and we work hard to make sure advisors have both.”

Through parent company Internova, TLN also provides ‘Air Mail’ alerts that keep advisors informed when air traffic is disrupted and outline what clients should expect. Adds James: “We also host frequent webinars featuring risk and security experts, and we distribute talking points for major global events – including ongoing developments in the Middle East. Beyond formal resources, the sense of community among our members is invaluable. In our private Facebook groups, advisors actively connect, ask questions, share strategies, and learn from each other’s real‑time experiences. In challenging moments, those peer‑to‑peer insights often make all the difference.”

Wired for Travel’s Judith Coates appreciates tour operators who step up for agents in disruptive times. “When ACV stopped service to Cuba, they quickly provided refunds and even offered some extra perks to travel advisors whose clients rebooked with ACV.  That was really smart thinking and hopefully other suppliers took notice and will do the same when the next ʻworld event’ happens,” says Coates.

What makes it tough when helping clients make decisions and assess risk? Mixed messages. “I see tourist boards shout ʻwe are open for business as usual’ but we know that they aren’t,” says Coates.

For agents thereʻs always an upside to the travel industry ups and downs: their value proposition for clients is stronger than ever. “Even post-pandemic, a lot of people had the mentality that they could book their own travel and save money,” says Coates. “This year, more than ever, new clients are coming to me convinced that using the services of a travel advisor is the smartest move. They’re concerned that they’ll be fending for themselves if they book their own travel. And they don’t think twice about paying a planning fee.”