How travel agents are helping Canadians rethink where they go next

A few years ago, many Canadians had a predictable vacation wish list: An all-inclusive resort, a Florida getaway or a popular European capital in peak season. 

Today, travel planning looks a little different. 

Travel clients are weighing everything from geopolitical uncertainty and extreme weather to rising costs and over-tourism. They’re also looking beyond traditional destinations in search of more meaningful experiences. As those priorities shift, many are turning to travel agents for guidance on where to go, when to travel and how to make the most of their vacation dollars.  

For Patricia Marques, Managing Director, Retail & Call Centre Sales & Operations at CAA North & East Ontario, today’s travel landscape feels both familiar and new. Over her 32-year career in the travel industry, she’s helped travellers navigate everything from the rise of online booking to the emergence of artificial intelligence (AI) as a trip-planning tool. 

“When computers came out, and the internet became a travel planning tool, people predicted it would be the end of travel agents,” she says. “Now we’re hearing similar things about AI. But 32 years later, I’m still here.” 

The reason, she says, is simple: Vacationers may have more information than ever, but they still want trusted advice when making important decisions. 

How travel agents are helping Canadians rethink travel 

One of the biggest shifts Marques has seen is where Canadians are choosing to travel. 

At CAA North & East Ontario, bookings to the United States have declined significantly over the past two years. At the same time, interest in domestic travel has grown, and Europe continues to gain momentum. Marques says European bookings have increased by more than 30 per cent, driven by a combination of accessibility, comfort and changing vacationer preferences. 

“The average traveller prefers flights under 10 hours,” says Marques. With more direct flights to Europe than ever before, many travellers view the continent as both accessible and easy to navigate. 

River cruising is also helping fuel Europe’s popularity. Vacationers, particularly older Canadian travellers, are embracing itineraries that allow them to see multiple destinations while leaving the logistics to someone else.  

As travel patterns evolve, travel agents are helping clients assess options they may not have previously considered. 

“Go ahead and use the internet,” says Marques. “But don’t go down the information spiral. Do your research, then work in tandem with your travel agent to narrow down exactly what it is that you want.” 

Why travel agents are seeing growing interest in new destinations 

Europe isn’t the only destination attracting attention. 

According to Marques, South America is experiencing a resurgence, with Peru, Chile and Argentina generating increased interest. Asia is also beginning to rebound, particularly Japan, South Korea and China.  

Younger travellers, in particular, are showing strong interest in destinations that offer unique cultural experiences, food, history and adventure. At the same time, many tourists continue to seek recommendations from travel professionals rather than relying solely on online reviews or social media.  

One emerging trend that has pleasantly surprised Marques is the growing demand for expedition travel. 

Trips to Antarctica, the Arctic and the Galápagos are attracting tourists seeking experiences beyond traditional sightseeing vacations. While these journeys often require more planning, they appeal to travellers seeking memorable, once-in-a-lifetime experiences. 

Travel agents are helping clients navigate climate and global concerns 

The factors influencing destination choices have also become more complex. 

Before booking, visitors are increasingly asking questions about extreme heat, wildfire seasons, hurricanes and travel advisories. Rather than simply choosing a destination and booking a flight, many are looking more closely at the conditions they may encounter upon arrival.  

Marques encourages people to review travel advisories at travel.gc.ca and consider how factors such as weather, safety and timing could affect their plans.  

She’s also seeing more interest in shoulder-season travel, when destinations tend to be less crowded, temperatures are more moderate, and prices are often lower. 

Over-tourism has added another layer to the conversation. 

In destinations such as Barcelona and along Italy’s Amalfi Coast, some residents have become increasingly vocal about the impacts of mass tourism. Travel agents are helping clients understand those realities while uncovering alternative destinations and experiences that may offer a more enjoyable and authentic visit.  

Why expert guidance matters when booking a trip 

While vacationers often arrive with a destination already in mind, Marques says conversations with travel agents frequently reshape their plans. 

Sometimes the destination changes. More often, it’s the style of travel that evolves. 

A traveller who thinks they want a cruise may discover that a guided tour better fits their needs. Others may arrive looking for a well-known destination but leave excited about a lesser-known alternative recommended by an experienced advisor.  

That guidance has become increasingly valuable in an era of information overload. 

“People are much more informed about the world than they were 32 years ago when I started in the business because of the internet and AI,” says Marques. “What hasn’t changed, though, are the people who want to use a travel agent. They’re still steadfastly loyal.”  

As travellers navigate changing destinations, emerging trends, and an ever-growing number of choices, travel agents are proving they do far more than book vacations. They’re helping Canadians cut through the noise, discover new possibilities and travel with confidence. 

For many travellers, that’s exactly the expertise they’re looking for when deciding where to go next. 

Plan your trip with the help of a travel agent

To learn more and start planning your dream vacation, visit the CAA Travel hub for trip planning, booking, and expert support, or book an appointment with a CAA Travel Agent.