TTAND Signs New Suppliers to Support LUXE Premium Brand
by Bruce Parkinson
The Travel Agent Next Door CEO Flemming Friisdahl.
Travel Agent Next Door has signed several new suppliers to support its new LUXE by the Travel Agent Next Door premium brand.
The latest suppliers to join the TTAND lineup are Scenic, Explora Journeys, Uniworld, Silversea and Tauck.
“We are onboarding these new luxury suppliers to support our strategic plan for growth in the luxury market,” said CEO Flemming Friisdahl. “A survey of our agents identified these suppliers to augment our preferred and approved supplier group.”
Last November, TTAND launched its premium brand, known as LUXE by The Travel Agent Next Door, to cater to growing demand for luxury product and services – and to differentiate from mass marketing initiatives that do not appeal to affluent travellers.
This new strategy is intended to reinforce TTAND’s luxury positioning, boost conversions, and empower advisors to sell premium travel more effectively.
“With 32% of Canadians classified as affluent, demand is rising for personalized, meaningful travel experiences across generations — from Boomers to Millennials,” said Christine Ufniak, TTAND Director of Marketing.
TTAND says it is uniquely positioned to lead in this expanding segment by training advisors to specialize in luxury travel. “This specialization supports differentiation in a competitive market, attracts high-performing agents, and aligns with preferences such as private touring, river cruising, and bespoke FIT,” the host agency said in a press release.
Ufniak said that research shows luxury travellers are looking for personalization, exclusivity, and emotional connection — not mass-market messaging. To meet these expectations, TTAND says it will develop dedicated blogs, email campaigns, and a website tailored to this audience.
