Robertson in Mendoza, Argentina

TORONTO — Here’s one sure sign of a great career in the travel industry: you’re still having fun and enjoying what you do after more than 40 years in the business.

Brian Robertson, President, Canada West at Direct Travel, got his start in the industry in 1981 with Rogers Travel. The family-owned agency had a mix of experienced travel agents “who could do everything,” Robertson tells Travelweek. “It was a very collaborative culture with great people. This has been something that I’ve always understood was a key to success: a strong culture.”

Read on for more memories and insights from Robertson in this latest instalment of Travelweek’s 50th anniversary interview series.

Travelweek: There’s no fixed number of years to be considered a ‘travel industry veteran’, but after four decades in retail travel – starting with Rogers Travel in 1981, which merged with Roos Travel Group to become Vision 2000 Travel – you have earned your ‘veteran’ ranking. What is it about this industry that you love so much?

Robertson: “With four decades in the travel industry, I certainly accept the ‘veteran’ ranking; however, it doesn’t feel as long as it sounds. I’ve certainly enjoyed the professional and personal growth opportunities of working with great people and the relationships we have created in the travel industry. I love that this is truly a people business where face-to-face interactions are valued every day.”

Travelweek: In your time in the industry, when did you have the most fun? And what have been some of the biggest challenges?

Robertson: “I’m still having fun in the industry! That is why I’m still working full-time in travel. As much as I initially enjoyed being a travel advisor, I’ve been a manager, owner and leader for most of my career. The opportunities to travel have always been fun, whether for leisure or business.

“With the industry constantly changing and evolving, we must stay ahead to meet the leisure and corporate travel demands. World events can significantly affect our ability to deliver products and services to our customers. The challenge is finding the best of the best team members to join our growing team. Integrating legacy systems with new technologies and delivering the best customer experience can also be challenging.”

Travelweek: Vision Travel joined forces with U.S.-based Direct Travel in 2017 – and later that year, got even bigger with a merger with ATPI. It’s a long way from Rogers Travel. What lessons did you learn at Rogers Travel that have stayed with you and guided your business decisions, no matter how big the company gets?

Robertson: “Rogers Travel was a family-owned travel agency when I joined them in the 1980s. They had a mix of experienced travel agents who could do everything, including international airfare construction. It was a very collaborative culture with great people. This has been something that I’ve always understood was a key to success: a strong culture. When we merged with Roos Travel as part of the process of creating Vision 2000 Travel Group, Vision was a collection of some of the brightest minds in retail travel and we embraced this. Our partners were entrepreneurial, and we had a common goal to collectively grow the business with a collaborative culture and great people.

“In joining Direct Travel, we found a travel management company with like-minded goals and cultures. Our CEO, Ed Adams, has always said we’re looking for great companies with great clients and people. Our Direct Travel mission statement, ‘Whatever It Takes’, epitomizes one company’s robust approach to business. At Direct ATPI Global Travel, people come first to create an exceptional experience.”

Ubud, Bali, Indonesia

Travelweek: What can you tell us about the Vision Travel / Direct Travel footprint in Canada in 2023, and what sort of growth are you prioritizing for the near future?

Robertson: “The Direct Travel footprint in Canada in 2023 is solid. We are transitioning our Vision Travel and other leisure travel brands to Direct Travel, Personalized Experiences. Our leisure, corporate and meetings travel sales and revenues have returned to pre-pandemic levels with double-digit growth.

“Our leisure business is surpassing 2019 numbers with pent-up demand and advanced sales. Direct Travel launched ASCENT to provide a stable home for ITAs and hosted travel agencies to thrive. We are not in the spotlight for our hosting program, but I’m OK with this.  The best of the best ITAs tend to find us and we embrace them and support their growth.

“We have successfully won new corporate and meetings clients as businesses return to in-person meetings and events. We will continue to pursue acquisitions of the best travel companies in Canada.”

Direct Travel’s website is https://www.dt.com/en-ca/. The site for Direct Travel, Personalized Experiences is https://www.visiontravel.ca/vacations/en. Watch for more interviews and memories in Travelweek Daily and on Travelweek.ca throughout 2023, marking Travelweek’s 50th anniversary. Plus, try your luck with our Travelweek Daily contest, ‘It Happened This Week’, featuring a new headline (and a new chance to win!) every Wednesday from Travelweek’s 50 years of travel industry news coverage.

Visegrad, Hungary