Canada’s travel industry continues to react to the ongoing Canada-U.S. trade dispute, with Trevello Travel Group’s CEO, Zeina Gedeon telling Travel Press Today (TPT) that: “The immediate impact of tariffs is obviously on goods and trade, but the travel industry doesn’t operate in isolation from the broader economy. If tariffs lead to higher prices, pressure on household budgets or prolonged economic uncertainty, that can absolutely influence how consumers think about discretionary spending, including travel.”
However, Gedeon said that “there is another factor at play here that is just as important: sentiment. Travel is an emotional purchase. Where people choose to spend their vacation dollars is influenced not only by price, but by how they feel about a destination. The relationship between Canada and the United States has become part of that decision for many Canadian travellers.”
She Gedeon also told TPT that: “I don’t think we should look at this simply as, ‘Will Canadians stop travelling?’ I think the more interesting question is, ‘Will Canadians change where they travel?’ And I have been seeing this shift since last year.”
Asked whether Trevello was expecting to see an immediate slowing of Canadians travelling to the U.S. or of travel in general, Gedeon said that for travel to the U.S., “there is clearly some pressure.”
“Canadian travel to the United States has already been operating well below the levels since last year. We may see fluctuations month to month, and there will always be Canadians travelling to the U.S. for business, family, events, cruises, theme parks and destinations they love. We did start seeing a recovery but now with what happened last week, we can feel the ongoing consumer behaviour. Again!”
Yet the overall picture for travel, “is a very different story,” Trevello’s CEO said. “I don’t believe Canadians have suddenly lost their desire to travel. If anything, they are becoming more intentional about where they go and where they spend their money.”
Gedeon explained that: “Instead of cancelling a vacation altogether, someone who may traditionally have travelled to the United States could consider Europe, Mexico, the Caribbean, Asia or travelling within Canada. That creates both disruption and opportunity for our industry.”
Said Gedeon: “Travel demand doesn’t necessarily disappear. It moves. And one of the strengths of the travel advisor model is that we can help consumers navigate exactly that kind of change.”
As for what advice, Trevello is offering its members, Gedeon said the first thing is “don’t panic and don’t politicize the conversation with your clients. Listen to them. Our advisors try to understand what is driving each traveller’s decision. Is it price? Currency? Political sentiment? Concerns about crossing the border? Or are they simply curious about alternatives?”
Second, Gedeon told TPT that “we are telling advisors to be proactive. Don’t wait for a client to cancel a U.S. trip. Reach out, understand how they’re feeling and, if necessary, show them options.”
She continued: “If someone is reconsidering a U.S. vacation, that doesn’t have to mean losing the booking. It may mean helping that client discover somewhere they had never considered before.”
Gedeon’s third point is that “this is a time when advisors should be watching value very closely, flights, packages, promotions, cancellation terms, insurance options and currency implications, and clearly explaining those choices to clients.”
Said Gedeon: “When there is uncertainty, the value of good advisors and good advice increases.”
Looking at the big picture, Gedeon told TPT that: “The travel industry has lived through extraordinary disruption over the last several years, and one lesson has become very clear: people’s desire to experience the world is incredibly resilient.”
She continued: “Geopolitics can change travel patterns. Economic conditions can change budgets. Currency can change destination choices. But people still want to travel.”
She also explained that: “Our role at Trevello isn’t to tell Canadians where they should or shouldn’t go. Our role is to make sure that wherever they choose to go, they have the information, options and professional advice they need to make the best decision for themselves.”
“And for our advisors, periods like this reinforce why their role matters. When everything is predictable, booking travel can feel transactional,” she told TPT, before concluding: “When the world becomes uncertain, people want a travel expert in their corner.”
