21 | Travel Edge

Travel Edge
2019 sales: $750 million
Employees: 400
Previous ranking: 24

2 Queen St. E., Suite 6000
Toronto, ON M5C 3G7
T (416) 789-3271
Website

Executives

CEO: Jeff Willner
EVP, TRAVEL EDGE LEISURE: Michael Johnson
EVP, TRAVEL EDGE BUSINESS: Eric Holenka
GENERAL COUNSEL, TRAVEL EDGE GROUP: John Hiscock
SVP MARKETING, TRAVEL EDGE GROUP: Shahla Lalani

2019 Developments

Focus in 2019 was around supporting and acknowledging the craft of the luxury travel advisor. Focused on three main areas: Preferred Access. Premium Technology and Passionate Community.

Preferred Access: Invested in marketing tools and media to make Travel Edge advisors a household name. Built what it called the first in-house video and photo studio within a North America travel company. Hired a marketing team with over 15 years of luxury photo and video marketing, as well as a public relations focus, to tell the stories of luxury advisors; training included media interview coaching and assistance in assembling a database of travel and industry press contacts. All of this combined into a strategy for celebrating each advisor and their specialty.

Premium Technology: Focused on developing proprietary technology ADX (Agent Digital Experience), a one-stop tool, created by advisors for advisors, to automate the booking experience.

Passionate Community: Updated recognition program to be tailormade to each advisor. Curated five small, bespoke trips for top performers that enabled advisors to select areas of interest that are relevant to their business and clients. Advisors could choose to be the first to visit the newly opened Four Seasons Lana'i Hawaii or select an Azamara cruise through the Caribbean; a luxury tour of Bordeaux, Marseille and Lyon with InterContinental Hotel Group; a Rocco Forte Collection tour through Munich, Frankfurt and Berlin; or an exclusive St. Regis/Marriott experience through Venice, Florence and Rome.

Company Facts

A hosting agency with more than 500 independent agents.

$369 million in sales from 500 hosted agents.

ARC sales of $164 million.

75% of sales from leisure, 25% business.

Member of Virtuoso.

Privately held; Jeff Willner is majority shareholder.

Looking Ahead

ADX will continue to be a key touchpoint of the future of Travel Edge. Adapting and building technology around the needs of the advisor community.

Technology portfolio will also focus on empowering advisors to work from anywhere with technology that makes remote access easy and reliable.

Focus is to add new advisors with continued brand marketing campaigns with a business mix compatible with our company's preferred suppliers. This will enable the company to deliver the benefits promised to our frontline advisors and their clients.

Innovative Marketing and Storytelling strategy will celebrate the craft of the luxury travel advisor. Adapting to the times and engaging with platforms popular with clients. 

This report has been updated June 25 with more details on 2019 Developments and Looking Ahead.

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