The Travel Agent Next Door (TTAND) has introduced a new premium brand, LUXE by The Travel Agent Next Door, designed to tap into the rising demand for luxury travel.

According to the company, the launch marks a strategic shift that will strengthen TTAND’s luxury positioning, increase conversions and equip advisors with the tools needed to sell premium travel more effectively. It will also better distinguish TTAND’s offerings from mass-market approaches that often fall flat with high-end clientele, says Christine Ufniak, TTAND Director of Marketing.

LUXE by The Travel Agent Next Door was first announced at TTAND’s annual VIP Supplier event in Toronto earlier this month.

“Luxury travel represents a strategic growth opportunity for TTAND, offering higher commission potential, fewer booking requirements and long-term client loyalty. With 32% of Canadians classified as affluent, demand is rising for personalized, meaningful travel experiences across generations – from Boomers to Millennials,” she says.

As part of the new strategy, TTAND plans to further develop advisor expertise in luxury travel to help them stand out in an increasingly competitive landscape. Ufniak notes that specialization will attract top-producing agents and better align with affluent travellers’ preferences, including private touring, river cruising and bespoke FIT itineraries.

A more targeted supplier approach will also form part of the LUXE framework, securing advisor access to premium products, exclusive offers and elevated service standards.

“By investing in immersive, high-touch professional development, TTAND can future-proof its business, enhance profitability, and reinforce its reputation as Canada’s leading host agency,” says Ufniak.

She adds: “We know that luxury travellers are looking for personalization, exclusivity, and emotional connection – not mass-market messaging. To meet these expectations, TTAND will develop dedicated blogs, email campaigns, and a website tailored to this audience.”

Source: Travelweek