TTI Travel expands Quebec presence, names Joel Ostrov new division’s President

TTI Travel unveiled details of its strategic expansion into Quebec, naming industry veteran, Joel Ostrov as president of its new TTI Quebec division.

The move marks a major milestone for the storied travel company, and it’s a move that the company makes clear is designed to meet the “unique demands” of the Quebec market and which will specifically target the province’s growing number of Independent Travel Advisors (ITAs), the growing number of high net worth travellers looking for bespoke luxury travel experiences and the strong business market.

Ostrov, who has been involved in the Quebec travel industry for close to 50 years is clearly a good choice to run TTI Travel’s new division in that province, with company CEO Rocky Racco saying exactly that in announcing his appointment.

“We have always had a presence in Quebec,” Racco said, and “Joel could not be a better fit for scaling our business in Quebec.”

Racco continued: “As a third-generation family business, we value the tenacity and passion for excellence that Joel has demonstrated throughout his career. His legacy speaks for itself, and his return to the industry marks a new chapter for TTI’s national growth.”

Noting that “when the travel industry is in your blood, it is hard to stay away,” Osrov made it clear that: “I still believe there is a vital place for a Canadian-owned, customer-service-oriented agency in Quebec. TTI is known for their high-touch, white-glove service. Being the only BCD affiliate in the country puts us in an enviable position to lead this market.”

While having an existing presence in Quebec, TTI Travel’s strategic expansion marks a significant milestone in the company’s 2026–2030 growth cycle, and further solidifies its position as a premier Canadian owned and operated travel entity.

With the launch of its Quebec division, TTI will be able to deliver tailored solutions to a unique market. And by combining TTI’s national infrastructure with a dedicated Montreal-based physical office, the division will provide:

Expanded Francophone Services: Full-scale support in French for clients, staff, and Independent Travel Advisors (ITAs).

Premier Leisure Affiliations: Leveraging TTI’s Virtuoso membership for discerning luxury travellers and TravelSavers? for robust Canadian supplier partnerships.

Global Corporate Reach: As Canada’s only BCD Travel affiliate, TTI Quebec offers businesses the scale of the world’s second-largest TMC, combined with local, boutique account management.

Elite Supplier Status: Clients will benefit from TTI’s Air Canada COE Platinum status and preferred partner relationships with the world’s top luxury hotels and cruise lines.

As for why now? Well, TTI Travel executives said that the company’s expansion is driven by three key pillars identified in its 2026 market analysis, which include:

Professionalizing the Independent Advisor Network: Quebec is experiencing a surge in Independent Travel Advisors (ITAs) seeking host agencies that navigate the specific legalities of the Office de la protection du consommateur (OPC). With nearly 2,400 active travel professionals in the province — over half of whom work independently — TTI Quebec provides the localized regulatory expertise and cultural nuance these advisors require.

A Boom in Luxury and High Net Worth Outbound Travel: Montreal is now home to over 22,200 millionaires, ranking in the global top 50 for wealth. With the Canadian luxury travel market projected to reach $120.5 billion by 2030, TTI Quebec is positioned to capture the “ultra-high-net-worth” segment through advisors who specialize in bespoke, French-language luxury experiences.

Diversification of the Corporate Sector: Quebec’s burgeoning aerospace, AI, and green energy sectors demand sophisticated, global-scale travel management. TTI fills a critical gap for Quebec SMEs that require BCD Travel’s global technology suite but insist on Canadian-based service.

Yet as everyone in this industry knows, it is all about relationships and Racco and Ostrov have known each other for more than 35 years and have always kept in touch, with Racco telling Travel Press Today: “We’ve always seen things eye-to-eye and the conversations we had were, ‘if there was ever an opportunity for us to do something, it would be great if we did it.’ And finally, the opportunity presented itself where the cards lined up for us to do something together.”

And that’s exactly what they’re doing … stay tuned, there’s bound to be more to come from TTI Travel and its newly launched TTI Quebec division.

TOP Photo

Seen here at TTI Travel’s Toronto offices, from l to r, are Joel Ostrov, president of the company’s new Quebec division and Rocky Racco, CEO of TTI Travel.