TORONTO — Though not the most glamorous part of travel, consumer protection is as essential to travellers as sun, fun and relaxation. And in Ontario, TICO has been doing all it can to protect travellers and their vacation investments.
It’s no small task, certainly, considering just how much the travel industry has changed and evolved throughout the years. With the growth of travel agencies and travel suppliers each year comes the need for more compliance, updated regulations and better technology. But as Ontario’s official travel regulator, TICO, short for Travel Industry Council of Ontario, has risen to the challenge, more dedicated than ever to the future of Ontario’s travel industry.
In this latest instalment of Travelweek’s 50th anniversary interview series, Dorian Werda, named TICO’s Registrar & Chief Operating Officer earlier this year, shares with us the many challenges that come with consumer protection and what she finds most rewarding about her role as a regulator.
TICO CEO Richard Smart and Registrar & Chief Operating Officer Dorian Werda
Travelweek: How would you describe TICO’s main role in Ontario’s travel industry?
Werda: “Ultimately, it all comes back to consumer protection. TICO’s approach is grounded in education and awareness. We believe there is more good that comes out of raising the bar on education and knowledge around agents’ obligations, as it increases professionalism and further instills consumer confidence. When there is an issue, whether it’s with a TICO registrant or someone operating unregistered outside the bounds of the law, we have our complaints, compliance and enforcement processes to maintain the integrity of the industry.”
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Travelweek: How long have you worked at TICO? And did you work in the travel industry prior to joining TICO?
Werda: “I went from Humber College’s Travel & Tourism program right into customer help desk and customer accounting roles at Wardair. I absolutely loved working there and thought I would never look for another job.
“Following Canadian Airlines’ takeover of Wardair, I became the Claims Supervisor for the temporary claims centre that was set up by the Ontario government after the failure of Thomson Vacations. After supervising the temporary claims centre, I continued as the Claims Co-ordinator for the Ontario Travel Industry Compensation Fund Corporation. The Compensation Fund existed long before TICO!
“In June 1997, the Ontario government created TICO, and I moved over as the Manager, Administration & Claims, overseeing TICO’s Claims and Consumer Complaints Departments. Over the years I’ve had the privilege of taking on new roles within TICO, most recently as Registrar. All in, I’ve been in the travel industry for close to 40 years now!”
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Travelweek: From a regulatory standpoint, how has the travel industry in Ontario changed in the past 25 years?
Werda: “Reflecting on the various regulatory changes that happened over the years, I think these ones in particular made a profound impact on both consumers and the industry:
- “All-in pricing came into effect in 2017 to ensure consumers knew exactly what they would be required to pay and made it easier to compare prices. Prior requirements caused confusion in the marketplace, and we saw a dramatic decrease in consumer complaints about perceived bait and switch pricing schemes.
- “Trip completion claims were introduced as part of the Compensation Fund, following the failure of Conquest Vacations. This gave consumers the ability to file a claim against the Compensation Fund for reimbursement of expenses incurred in destination (transportation, accommodation and meals) to complete a trip where the travel services were not provided due to the closure of a TICO registered travel retailer or tour operator.
- “A regulatory change that was before its time was allowing registrants to operate from a dwelling. At that time, we were still working in a world of brick-and-mortar travel agencies. The change allowed for the industry to adopt new models, like the proliferation of home-based travel advisors.
- “The introduction of education standards was meaningful in ensuring all new travel advisors understood the consumer protection laws in Ontario. I believe it helped to raise the bar of professionalism within the industry, allowing consumers to feel more confident in their travel purchase.”
June 5, 1997 edition of Travelweek announcing Michael Pepper as TICO’s first CEO
Travelweek: In your opinion, what innovations/events in travel’s history have made TICO’s job easier – and harder – in the past 25 years?
Werda: “I wouldn’t say that any particular innovation made our job easier or more difficult, but it changed the way we do our work and the lens through which we view consumer protection.
“I think everyone would agree that technology has completely reshaped the industry, and there’s more to come with the advent of AI.
“Prior to the internet, a retailer was a retailer and a wholesaler was a wholesaler. Now, we’re in a global marketplace where companies can innovate and offer their products to consumers near and far. That also means the consumer protection message is even more important to convey, ensuring consumers know about the benefits of booking with a TICO registered travel agency, booking website or tour operator. Technology also means we have new ways to disseminate that message and engage with consumers continuously.”
Travelweek: TICO was established in 1997. Prior to this, how was travel regulated in Ontario, if at all? And how do you think Ontario’s travel industry would function today if TICO wasn’t around?
Werda: “The Travel Industry Act, which governs travel retailers and wholesalers in Ontario, has existed since 1974. Prior to TICO’s inception, the Ontario government handled industry registration, complaints and compliance. A separate organization, called the Ontario Travel Industry Compensation Fund Corporation, handled financial compliance and the Compensation Fund.
“When TICO was created in 1997, all the parts were brought together under one roof. By having all the different areas working together and collaborating, we were able to create more efficiency. Having a single entity responsible for regulation from end-to-end helped increase the industry’s knowledge of the laws and obligations when selling travel. It also gave us a platform to share the benefits and value of booking with a TICO registrant.”
Travelweek: What do you find most rewarding about your job?
Werda: “I absolutely love my job! There’s never a dull moment at TICO, whether it’s assisting consumers, creating new resources for the industry, dealing with an enforcement matter, or working with our stakeholders. I feel that the work we do is meaningful, always balancing the needs of consumers with the professionalism of the industry.”
Travelweek: In your line of work, I’m sure you meet with many travel agents and tour operators. What do you find most inspiring about them?
Werda: “It has to be the resiliency of travel agents, agency owners and tour operators. I can’t think of another industry that is so susceptible to external events. Anytime there is a natural disaster, political unrest, acts of war, health issues like the pandemic, the travel industry is immediately impacted. But, every single time, the industry comes roaring back with innovative and clever offerings. The industry keeps reinventing itself in endless ways to offer new travel experiences to consumers. I think that grit and entrepreneurial spirit is so inspiring, and I can’t wait to see what the future holds.”
For more information about TICO go to www.tico.ca. Watch for more interviews and memories throughout 2023, marking Travelweek’s 50th anniversary this year. Plus, try your luck with our contest, ‘It Happened This Week’, featuring a new headline (and a new chance to win!) every Wednesday in Travelweek Daily, from Travelweek’s 50 years of travel industry news coverage.
Michael Pepper, TICO’s first CEO and Dorian Werda
