Celebrating You! A Wrap-Up of Travel Advisor Appreciation Day/Month Offerings
by Marsha Mowers & Bruce Parkinson
Each May, Travel Agent Appreciation Day (May 6) provides a timely reminder of the critical role travel advisors play in Canada’s tourism industry. At a time when travellers are navigating tense geopolitical tensions and shifting entry requirements to worries about flight cancellations and increasing costs due to the ongoing fuel crisis, advisors remain a trusted source of expertise.
In celebration of travel advisors, here’s a wrap-up of what suppliers are doing to show their appreciation for the ones who make their wheels successfully turn.
WestJet Vacations
Throughout May, travel advisors are invited to take part in a digital treasure hunt hosted on the WestJet Vacations Travel Agent Portal. Each week, a new clue will be hidden within the platform, encouraging advisors to explore content and uncover the answer for a chance to win exciting prizes. With over 30 chances to win throughout the month, the program brings a fun and rewarding twist to Travel Agent Appreciation Month.
Weekly prizes include:
• 1 x $1,000 WestJet gift card
• 2 x $250 Canadian Tire gift cards
• 5 x $100 SkipTheDishes gift cards
• Resort stays for two
A brand-new clue will be released each week, giving advisors multiple opportunities to participate and win. For more information, travel advisors are encouraged to visit the WestJet Vacations Travel Agent Portal.
Sunwing Vacations
Throughout May, travel advisors can participate in short weekly quizzes based on Sunwing Vacations’ webinar series for a chance to win one of four weekly vacation stays, along with $4,000 in gift card prizes each week.
Week 1: May 1–7
A closer look at RIU Hotels & Resorts:
Prize: Stay at Riu Palace Bavaro
Gift cards: Sunwing, WestJet, Petro Canada
Week 2: May 8–14
EN: A closer look at Royalton
FR: A closer look at Eurostars Grand Cayacoa
Prize: Stay at Royalton Blue Waters Montego Bay
Gift cards: Sunwing, WestJet, Petro Canada, Skip
Week 3: May 15–21
A closer look at NexusTours
Prize: Stay at The Buenaventura Golf and Beach Resort Panama
Gift cards: Sunwing, WestJet, Petro Canada, Skip
Week 4: May 22–28
A closer look at customizable group quotes
Prize: Stay at Riu Palace Cabo San Lucas
Gift cards: Sunwing, WestJet, Petro Canada, Skip
TravelBrands
Running throughout May 2026, TravelBrands has an engaging incentive structure that rewards agents for every booking made. For all eligible bookings, a spin will be awarded for a chance to win up to 10,000 Loyalty Rewards Points. For bookings made for departures between June 1 and July 31, 2026, 2X Loyalty Rewards Points will be earned.
In addition, Loyalty Plus and Loyalty Elite agents will have the opportunity to win one of two TravelBrands Future Travel Vouchers:
• Loyalty Plus Agents will be entered into a draw to win a $250 TravelBrands Future Travel Voucher*
• Loyalty Elite Agents will be entered into a draw to win a $500 TravelBrands Future Travel Voucher*
The campaign is applicable to TravelGenie Packages, Hotel-Only, Add-ons (Tours, Tickets, Transfers, and Shore Excursions), Sunquest Packages, Car Rentals, Encore Cruises, and Exotik Journeys.
To make qualifying bookings or learn more about this offer, including full terms and conditions, visit www.travelbrandsaccess.com
Fresh Tracks
From May 1–31, 2026, travel advisors who register for Fresh Tracks Canada’s Travel Advisor Resource Portal and make any new Canadian Train Vacation booking during the promotional period will receive a $100 gift card for themselves and a $100 gift card for their clients to use in destination. For Northern Lights or Polar Bears bookings, advisors will receive a $50 gift card for themselves and a $50 gift card for their clients.
Travel advisors can register for the Travel Advisor Resource Portal here.
Special Trip Draw: Each qualified booking also earns the travel advisor one entry into a special draw for a coveted spot on an upcoming Fresh Tracks Canada FAM, offering advisors the chance to experience one of our iconic Canadian travel experiences firsthand.
CIE Tours
From May 1 to May 31, 2026, the company is offering its advisors 30% off any guided tour for both agents and companions, alongside the chance to win a seven-day guided tour for two of their choice across CIE Tours’ portfolio of destinations.
CIE Tours is also giving one lucky travel advisor the chance to win a seven-day guided tour of their choice for two, with applicable destinations spanning Ireland, Britain, Iceland, and Italy in May via their The Travel Advisor Appreciation Month Grand Prize Giveaway Sweepstakes.
Finally, CIE Tours is offering its exclusive 30% travel advisor discount on guided vacations for them and a companion throughout the month of May. The discount is applicable across CIE Tours’ portfolio of guided tours to Ireland, Britain, Iceland, Italy, and Spain, giving advisors the opportunity to experience these destinations firsthand and come away better equipped to sell them with confidence.
To enter the Travel Advisor Appreciation Month Grand Prize Giveaway Sweepstakes and redeem the exclusive 30% advisor discount, travel advisors should visit the dedicated landing page to complete the sweepstakes entry form and access instructions to redeem their discount.
Norwegian Cruise Line
Norwegian Cruise Line is celebrating the 15th anniversary of its Partners First advisor program with a cruise vacation sweepstakes exclusively for travel advisors.
Beginning today, May 1, 2026, through May 31, 2026, NCL is giving away 15, seven-day cruises in a balcony stateroom for two. Winners will also have the opportunity to be featured in travel advisor appreciation initiatives throughout the year across a variety of marketing channels including the Company’s Partners First Facebook page.
To enter the sweepstakes, travel partners need to submit a testimonial sharing how NCL and Partners First have made selling cruises easier and more rewarding. Winning entries will be showcased across NCL’s channels, amplifying the voices of advisors and reinforcing the value of the long-term partnership.
For more information about the sweepstakes, Partners First, or to submit a testimonial, please visit trade.ncl.com.
Virgin Voyages
In their own words, Virgin Voyages is has turned Travel Agent Day into First Mate Appreciation Month to give partners more time to learn, more opportunities to earn, and more space to connect.
The centerpiece of the May-long tribute is VV Fest, an immersive series of webinars and interactive sessions designed to empower travel advisors (First Mates) with high-octane tools, insider knowledge, and exclusive rewards.
Those First Mate Appreciation Month & VV Fest Highlights include:
- The Red Hot Drop: 15-minute “lightning sessions” on the latest offers to help advisors turn fresh drops into quick wins.
- Seacademy Gold Tier Blitz: A high-speed, three-hour certification marathon. Completion unlocks elite benefits, including bonus commissions, First Mate rates, and Sailor Loot.
- The Soundtrack of VV: An exploration of the brand’s musical heartbeat and how to use the “onboard vibe” as a powerful sales tool.
- Shaken, Not Sailored: A deep dive into VV’s beverage philosophy, focusing on how elevated cocktail culture drives Sailor satisfaction.
- Sea Change with Sarah: Clear, confident talking points regarding Virgin Voyages’ sustainability efforts and commitment to the ocean.
- The Red Table Talk: A “no-judgment” zone where advisors can engage in “real talk” directly with the Directors of Sales to tackle hurdles and build booking confidence.
For more information on First Mate Appreciation and VV Fest, advisors should visit www.FirstMates.com, and the webinar section.
Collette
Who doesn’t like to receive a love letter? Here’s one to travel advisors from Collette President & CEO Jaclyn Leibl‑Cote:
“Travel Appreciation Month gives us the opportunity to reflect on what truly drives this industry, you.
At Collette, we are genuinely obsessed with the success of our partners. Your businesses, your relationships, and your reputations matter deeply to us. Every decision we make — from how we design our tours to how we support you before, during, and after each booking — is made with one goal in mind: helping you succeed. When you win, we win, and that mindset guides everything we do.
For more than 100 years, Collette has been proud to work alongside travel advisors who bring care, expertise, and heart to their clients’ journeys. You know how to listen, how to translate dreams into plans, and how to match the right traveller to the right experience. You bring confidence and clarity to a process that can often feel overwhelming. That impact can’t be overstated.
We also know that product and service matter. That’s why we’ve built an offering we truly believe is unmatched in the industry — thoughtfully paced itineraries, small‑group experiences that elevate connection, experienced Tour Managers, and dedicated Business Development Managers who know you and your business. This combination of product depth and human support is what allows you to sell with confidence and deliver experiences your clients rave about.
Thank you for your partnership, your trust, and the standards you hold us to every day. We don’t take that lightly. We’re grateful to support your success, proud to stand beside you, and excited to continue shaping the future of travel together.
RIT Vacations
RIT Vacations is celebrating its 25th anniversary, and the company says it is proud to recognize the travel agent community that has been instrumental to its success. In honour of this milestone and in celebration of Travel Agent Day on May 6, RIT is launching a special Travel Agent Appreciation campaign throughout May, featuring exclusive rewards and a chance to win a spot on a FAM to Ireland in February 2027.
“As we celebrate 25 years of RIT, we’re reminded that our success has always been built on the trust, passion, and dedication of our travel agent partners,” said Jonathan Sargeant, Director of Sales. “Their support is at the heart of everything we do, and this campaign is a small way to say thank you.”
Celebration Details:
$25 Gift Card Bonus
As a token of appreciation, every booking made between May 6–13, 2026 will automatically qualify for a $25 gift card. No registration or additional steps are required. Eligible participants will receive their gift cards in June.
Grand Prize: 2027 FAM Trip to Ireland
Make any booking between May 1–31, 2026, and you’ll be entered into a grand prize draw for a spot on RIT Vacations’ exclusive 2027 February Ireland FAM trip (Feb 16-22). For more information or to apply for the FAM.
Hurtigruten
Norwegian coastline cruise specialist Hurtigruten says it is celebrating this Travel Advisor Appreciation Month by investing in what matters most to its partners, according to them: education, confidence, and tools to convert interest into bookings. T
he company also announced this week that it had hired its first-ever Group Sales & Operations Manager for North America, Jordan Freese, to further support its focus on trade.
At the centre of this year’s initiative is the launch of the Hurtigruten Education Series, a new video series designed to quickly build advisor confidence in selling Norway as a safe, year-round destination for travelers of all ages.
The series, which is available on Hurtigruten’s Travel Advisor Portal, provides advisors with accessible, practical knowledge to help them better match clients with the right voyage and season.
So far this year, Hurtigruten has already announced a number of new itineraries on its premium, all-inclusive Signature concept, as well as new tours for Norway and the Nordics, widening its portfolio of adventures and bucket-list journeys for advisors and their clients to experience and enjoy.
“We are so grateful for the travel advisor community as they play such a vital role in our success and by connecting travelers with authentic experiences along Norway’s coastline or an adventure tour across the Nordics,” said Carly Biggart, Head of Hurtigruten Americas.
“This Travel Advisor Appreciation Month, we’re focused on providing advisors with the tools and knowledge they tell us they need to sell with better confidence and grow their business with us. We want to make sure they can tailor the best possible experience for their clients to ensure repeat business, and hopefully receive even more appreciation from their clients, as well as from us. We are truly thankful for all their support.”
Hurtigruten is also offering a private, trade-exclusive promotion for advisors’ clients, with up to 50% off select Original Voyages departures from May through August. The offer is designed to help advisors convert demand into bookings during peak travel months along Norway’s coastline. This ongoing promotion, updated monthly, has seen sales consistently grow since its launch late last year.
Sandals & Beaches Resorts
In recognition of the travel advisor community and the meaningful role they play in shaping Caribbean travel, Sandals and Beaches Resorts, the Caribbean’s leading all-inclusive brands, is introducing a limited-time booking incentive designed to reward advisors with some extra cash.
“Travel advisors are among the most important voices in our industry, shaping how travellers experience the rhythm and flavours of the Caribbean,” said Gary C. Sadler, EVP of Sales for Unique Vacations, Inc., an affiliate of the worldwide representatives for Sandals Resorts and Beaches Resorts.
“The brands are deeply rooted in the Caribbean, and our continued growth is made possible by the strength of our advisor partnerships. We remain committed to investing in their success and creating meaningful opportunities for them to grow alongside us.”
Driving Advisor Earnings
In honour of Global Travel Advisor Day, all new bookings (six nights or longer) at five featured resorts made now through May 31, 2026 via taportal.sandals.com or with the Unique Vacations Canada reservations team will qualify for enhanced cash bonuses:
- US$150 for Butler Suites
- US$100 for Club and Concierge level rooms
- US$30 for Luxury and Deluxe accommodations
Featured resorts include:
Sandals Royal Curaçao: Travel dates: Now through December 25, 2026
Sandals South Coast: Travel dates: November 18, 2026 – December 25, 2027
Sandals Montego Bay: Travel dates: December 18, 2026 – December 25, 2027
Sandals Royal Caribbean: Travel dates: December 18, 2026 – December 25, 2027
Beaches Turks and Caicos (not applicable for Treasure Beach Village Bookings: Travel dates: June 1 – September 30, 2026
The extra bonus cash incentive is in addition to the existing bonus commissions available (no minimum nights required) on all Sandals and Beaches Resorts, when booked with Unique Vacations Canada or via the Sandals TA Portal.
1% Bonus Commission for Luxury/Deluxe level
3% Bonus Commission for Butler Suites
2% Bonus Commission for Concierge level
