The Market is Changing: TravelOnly Conference 2026 Wraps Up

Day two of TravelOnly’s 2026 National Conference brought advisors and industry partners back together at The Manor aboard Virgin Voyages’ Resilient Lady. Throughout the day, suppliers and partners took the stage to share the latest developments from their companies, discuss industry trends and connect with the more than 60 travel professionals onboard.

While the presentations covered different topics, a common theme emerged throughout the day: the market is changing, and understanding how travellers’ expectations and habits are evolving is becoming increasingly important for advisors.

What Advisors Need to Know

The second day gave advisors a closer look at some of the shifts currently shaping the industry, along with updates and perspectives from suppliers onboard. Air Canada highlighted upcoming investments in its fleet, including the A321XLR, while TravelOnly discussed its continued growth, with more than 900 advisors across the country.

Virgin Voyages highlighted the growing interest in cruising among younger travellers, pointing to a shift in the traditional cruise demographic. Discussions throughout the day also focused on changing travel habits and how advisors can respond to evolving client expectations. Between sessions, a second round of one-on-one meetings brought advisors and suppliers together for more direct conversations and networking.

What to Expect?

Beyond the presentations, TMR spoke directly with travel professionals onboard to hear what they are seeing in the marketplace. For Tyler Shane, owner of My Way Holiday, and Karina Shortliffe, a travel advisor since 2014 who specializes in destination weddings, the conference offered an opportunity to discuss some of the trends influencing their businesses and the changing needs of their clients.

“Multi-generational travel is a trend. A lot of families are travelling together, with parents, their children and then their grandchildren,” Shane said.

Shortliffe said travel patterns are changing, but she is not seeing an overall slowdown in demand. From her perspective, overall travel volume does not appear to be declining. Instead, demand is shifting.

Where Will TravelOnly Be in Five Years?

The future was also part of the conversation. Ian Elliott, SVP commercial development and engagement at TravelOnly, shared his perspective on where the organization is heading over the next five years.

TravelOnly launched its Select program this year and continues to explore opportunities to expand into other regions and markets. According to Elliott, technology remains a key priority for the Canadian company, but its role is first and foremost to support advisors. After 50 years in business, TravelOnly is currently working on several projects, both internally and with partners, designed to provide advisors with more tools to manage and grow their businesses.

Advisor engagement and retention are also priorities for the organization. Looking ahead, TravelOnly wants to reduce advisor departures while continuing to welcome new advisors into its network and ensuring its existing advisors remain engaged and satisfied.

Elliott said he also wants to see TravelOnly continue growing without losing the family-oriented culture that has long defined the organization. “Our goal? That not one advisor will leave our network!” he said with a smile.

One Last Night to Celebrate

To wrap up the event, travel advisors, suppliers and partners came together on the ship’s outdoor deck for a festive closing celebration. Prizes and gifts were part of the evening, generating plenty of smiles and reactions from attendees. It was a final opportunity for the TravelOnly community to come together and celebrate the 2026 conference.