Luxury Takes Centre Stage with Introduction of TTAND LUXE Brand

Introduced earlier this year, LUXE by TTAND provides advisors with the tools, branding, and expertise to grow in the luxury travel market.

The program includes a dedicated consumer-facing LUXE website, specialized luxury training, elevated marketing assets, and partnerships with premium travel suppliers.

Agents can qualify through luxury sales or by completing the TTAND LUXE Mastermind Program, designed to deepen their understanding of the luxury traveller and the mindset needed to succeed in this growing segment.

Luxury travel was one of the defining themes at this year’s The Travel Agent Next Door conference, and advisors left energized by the opportunities to elevate their businesses and better serve today’s evolving traveller.

Luxury is not just about the price tag

What became clear throughout the week is that luxury is no longer defined solely by price tags or five-star properties. Instead, advisors described luxury as deeply personal — rooted in customization, service, emotion, and meaningful experiences.

“Luxury means different things to everyone,” explained Cathy Wiechnik of Xcursions. “One of the best takeaways from the luxury travel session was the reminder that ‘luxury’ means different things to everyone.”

That sentiment was echoed by Karen Desanti of Desanti Travel.

“For some clients, it’s the ease of a private transfer or the comfort of a swim-out suite. For others, it’s private jets, yachts, and highly customized, once-in-a-lifetime experiences,” she shared. “Luxury isn’t defined by a price tag — it’s defined by how well an experience reflects the individual.”

Many advisors said the conference challenged them to think differently about how they market and position luxury travel.

Don’t underestimate the potential for selling luxury

Arlene Gibbons of The Travel Agent Next Door, Mount Pearl, Newfoundland and Labrador admitted she previously underestimated the luxury potential within her own client base.

“I need to focus on new ways to find, reach and engage them,” she said. “I will start with working on my current database to offer luxury to those that I would not necessarily market to. If you don’t ask, then you just never know who might bite!”

For Leon Vanier of Landmark Vacations, the biggest takeaways were rooted in mindset and client experience.

“My biggest takeaway were ‘don’t sell with your wallet’ and ‘service, service, service’,” he explained.

Other advisors emphasized the importance of specialization and building authority within a niche.

“To stay focused on your niche, become a trusted expert through experience, education and partnerships,” said Dorena Chin. “Believe in your value as an advisor.”

Sessions also highlighted how luxury clients increasingly seek advisors who deliver not just travel bookings, but elevated experiences from the very first interaction.

“The details matter — not just during the trip, but throughout the entire client experience,” noted Desanti. “From the first interaction to the way itineraries are presented, every touchpoint should feel polished, intentional, and elevated.”

For many advisors, luxury represents one of the most significant growth opportunities in today’s travel landscape.

“We need to focus on luxury and experiences and market it properly,” said Nabila Hussain of TravQuest. “People do have the money and inclination to experience it.”

And perhaps most importantly, advisors left the conference feeling empowered to confidently position themselves as trusted experts capable of delivering extraordinary travel experiences tailored to every client’s unique vision of luxury. 

Click here to learn more about TTAND’s Luxe program.