New TDC Study Finds Technology Has Enhanced, Not Replaced, Advisors

A new study from Transat Distribution Canada (TDC) has found technology has not replaced travel advisors but driven home their value.

The insights were revealed at during a panel at Forum 2026, TDC’s biennial strategic gathering for franchise and affiliate agency owners and managers, held April 7 to 10 in Banff, Alberta.

“This study sends a very strong and timely signal,” said Karine Gagnon. “Yes, technology and artificial intelligence are introducing new forms of competition across the travel ecosystem. But what our data clearly shows is that, in a more complex environment, the perceived value of expertise, judgment and human accountability is only increasing. That’s a powerful advantage for our agency owners who are well supported and well positioned.”

Based on a nationally representative survey of 1,209 Canadian leisure travellers conducted in February 2026, complemented by in depth consultations with TDC agency owners, affiliates, industry partners and internal stakeholders, the Ipsos study highlights a shift in how travellers define value in travel planning.

Titled The Future of the Travel Distribution Industry, it was presented in part by Diane Ridgway-Cross, Associate Partner at Ipsos Strategy3 and found travellers choose advisors for their sound judgment and accountability; reassurance and error prevention; real world experience and destination expertise and the ability to navigate growing complexity in travel planning.

“What truly distinguishes Forum is the quality of the dialogue and the relevance of the takeaways,” said Dianne Jackson, Director, Franchise and Affiliate Members. “Our owners and managers value having a space where best practices are shared openly, where data meets experience, and where they can prepare for what’s next with concrete tools that make a difference at the agency level.” 

The Quebec edition of Forum 2026, for franchise and affiliate agencies, will take place in Saint Sauveur from April 20 to 22, 2026.