Travel Agent Next Door agents from across Canada gathered at The Shangri-la Hotel in downtown Toronto for a two-day immersion program — LUXE Mastermind– on learning how to understand the luxury consumer.
And because of the high demand for the LUXE Mastermind program, TTAND added a second 2-day session in Vancouver where another 18 agents attended March 10-12.
The immersive program for agents looking to sell TTAND’s new LUXE suppliers is unlike any other, as it focuses on understanding the psychology of an affluent and high net worth consumer.
The session was facilitated by Dr. Paul Russell of the Luxury Academy in the U.K. Dr. Russell is a consumer behaviour psychologist specializing in high-net-worth and luxury consumer behaviour, with a focus on influence, persuasion, and behavioural prediction.
He helps luxury businesses understand how affluent clients think, what drives their decisions, and how to create service that feels both effortless and deeply personal.
TTAND executives Rhonda Stanley and Christine Ufniak also facilitated sessions at the event along with luxury suppliers.
Christine Ufniak, Director of Marketing at TTAND, observed: “The agents were thrilled and see the value of the program. It is a cost to them, and giving up 2.5 days of time, along with a lot of prep work but they see the value already.”
And Ufniak added: “They are engaged, and excited about the insights from the supplier sessions and the content Paul is providing. They have a clear direction of how to grow their luxe business.”
Camille Wilson, Adventures with Camille, said that: “Attending the Luxe TTAND Mastermind event has been one of the best investments I’ve made in my travel career. Dr. Paul Russell has a remarkable ability to turn on the light within each of us. I’m truly wowed by the depth and clarity of his guidance. He has inspired me to approach my work—and my everyday—with renewed focus and confidence.”
As for Louise Gardiner, CTM, she said that: “Participating in the Luxe Mastermind at the Shangri-La is not just another professional milestone; it’s a strategic investment in elevating my luxury brand. This program empowers me to better understand my client needs ensuring each of their journeys reflects the pinnacle of personalized luxury. I’m thrilled that TTAND is investing in this new travel offering.”
Scott Waldron, Gravitate Travel, observed that: “This program provided invaluable in-depth insight into the mindset and decision‑making of luxury travelers. From advanced consumer psychology to meaningful collaboration with hand selected partners, the experience has been both practical, challenging and transformative. It has reinforced how essential a tailored strategy and focus are for travel professionals looking to succeed in the luxury travel space.”
Several LUXE suppliers also had the opportunity to present at the event, with Kathryne Cuthbertson, Oceania Cruises, reporting: “As a supplier partner, this was a great opportunity to speak to an extremely focused group of professionals who have invested their time and money in the Luxury Market. We were able to tailor a message that shows them who the Oceania Cruises Guest is and how our experience has been built around their lifestyle and desires.”
