Celebrating the favourites of the Canadian travel industry at Agents’ Choice Awards

The very best of the Canadian travel industry – as voted on by 7,708 travel advisors from across the country – were honoured and celebrated last night at Baxter Media’s sold out Agents’ Choice Awards Gala in Toronto.

“We’re here to celebrate the favourite travel suppliers of Canadian travel advisors from coast to coast to coast in 2025,” executive editor Bob Mowat noted, taking the stage at the Carlu. “The key words there are Canadian and travel advisors because since its launch 25 years ago, the Agents’ Choice Readership Survey has been proudly Canadian and committed to giving Canadian travel advisors an opportunity to show their appreciation to their supplier partners year after year.”

The crowd of 482 travel industry personnel in attendance were the first to learn who came out on top as this year’s favourites in the annual Agents’ Choice Readership Survey, which Mowat called, “Canada’s only quantifiable, annual, national survey of Canadian travel advisors.” The 2025 results marked a special milestone – the 25th anniversary of the survey.

“For me, one of the notable results of this year’s 25th anniversary survey is the fact that a third of the favourite suppliers picked by advisors are either first-time favourites or new favourites – that is a remarkable result,” Mowat added.

Just like the technology shifts in the industry, Baxter Media’s executive vice president Wendy McClung shared that a lot has changed in a quarter of a century, including a streamlined voting process.

“Since 2000, year after year, we have been asking the question, who is your favourite supplier in various categories, and yes, hand counting the mail-in votes,” McClung said. “What began with just a handful of categories (nine to be exact) has expanded to 46 this year — a true testament to the industry’s growth, depth and resilience. My, we have grown.”

Celebrating your favourites

Across 46 categories, there were nine first time favourites – those taking home an Agents’ Choice Award for the first time — like Oceania, HX, Hyatt Inclusive Collection and Collette. There were also seven new favourites for the year in categories like Favourite Hotel Brand Luxury and Favourite Travel Agent Education Program.

Notably, six companies needed multiple hands to carry home their trophies as they celebrated wins across multiple awards during the night including the likes of Air Canada & Air Canada Vacations, TravelBrands, WestJet & WestJet Vacations and more.

There was also a strong showing of 30 repeat favourites from the previous year like Sandals Resorts, Porter Airlines, the Jamaica Tourist Board and AmaWaterways.

“We are truly honoured to be awarded the 2025 Agents Choice Award for Favourite River Cruise Line,” said Sandra Gardiner, director of sales – Canada for AmaWaterways. “This recognition is especially meaningful because it comes directly from professionals who know the industry best – our valued travel partners. Your vote of confidence reflects not just the exceptional experiences we deliver onboard, but also the strong relationships we’ve built together over the years.”

With 7,708 Canadian travel advisors taking part in the voting process, 2025 marked an 11 per cent increase in the number of advisors voting compared to 2024. Be sure to check out all the results here.

During the evening, Steve Ringuet and Moise Levy, co-founders & co-presidents of Softvoyage (Sirev/Revnet) were named the recipients of this year’s 2024 W.H. Baxter Lifetime Achievement Award, an award that was launched in 2004 following the the passing of Baxter Media founder William H. Baxter.

“Together, they embody the true definition of pioneers, having effectively invented modern travel distribution as we know it today,” said Dan Langevin, chief commercial officer at Softvoyage, presenting the award. “They took a modest company based in Montreal and developed class-leading technology that is now globally recognized and admired, not just within Canada but across the world.”

One of the new awards given out during the evening was the Inspiring Innovation Award, which reflects the theme of this year’s Agents’ Choice Readership Survey. The award was introduced to recognize some of the remarkable achievements of Canadian travel companies in the past 25 years. G Adventures took home the inaugural 2025 Inspiring Innovation Award.

“We’re incredibly honoured to receive the Inspiring Innovation Award from Baxter Media,” noted Sara Murphy, regional marketing manager, Canada at G Adventures. “Innovation isn’t just about adopting the latest tech; it’s about challenging the status quo of what travel can and should be — a force for good. It’s about creating new ways for travellers to connect meaningfully with the places they visit, while ensuring those experiences have a lasting, positive impact on local communities.”

Meanwhile, Transat was awarded the Favourite Supplier – Above & Beyond award, presented to the supplier that is keeping travel advisors up-to-date on their products, services and incentives in their efforts to help advisors operate their businesses more efficiently and profitably.

“It is a true honour to have also received the Favourite Supplier – Above and Beyond award, which highlights our team’s dedication to delivering exceptional service and support,” said Julie Sareault, commercial director for Transat Tours Canada. “These honours reflect the passion and commitment of our entire team, and we’re deeply grateful for the continued trust and support from our partners.”

The evening also recognized the favourite industry supplier representatives from coast to coast.

“Without supplier service reps and BDMs, that vital personal connection would be lost. It’s those real relationships that make the travel agent and supplier partnership thrive,” said McClung. “Once again, Canada’s travel advisors have spoken. Tonight, we honour 32 dedicated individuals from coast to coast, representing 26 outstanding companies. Congratulations to each of you!”

Silent auction in support of Ernestine’s Women’s Shelter a success

For the second year, a silent auction and donation drive was held during and leading up to the gala with all proceeds going to Ernestine’s Women’s Shelter – a non-profit organization in Toronto, providing advocacy, crisis intervention and shelter to women and children.

This year, a total of $44,375 was raised in support Ernestine’s life-saving work at its shelter and outreach programs, rivalling last year’s efforts of raising $40,000.

Brand USA remembers Casey Canevari

Following a moving in memorandum tribute to members of the travel industry who are no longer with us, Jackie Ennis, vice president of Global Trade Development for Brand USA, honoured her late colleague Casey Canevari. Canevari served as Brand USA’s director of Global Trade Development, Canada.

“I would very much like to honour my colleague and friend, Casey Canevari, who many of you know. He passed away tragically last month and he left an indelible mark on promoting the United States in Canada,” she shared. “We are incredibly fortunate to have had him in this market and for the impression and his presence and the contacts and relationships that he built over a relatively short time and he will be missed… The one thing that his wife has really told me in this terrible circumstance is how much he loved this job. And he really did and it really showed so thank you.”

Overcoming challenges

During the evening, Mowat also credited the travel industry for the ability to turn challenges into opportunities during the course of his 45-year career.

“In the past 25 years, you have lived and worked through Y2K, 9/11, a Gulf War, SARS 1 & SARS 2, the 2008 & 2009 global economic meltdown, COVID and now tariffs and geopolitical upheaval,” he noted. “Yet, through all of these upheavals, you have always been able to find the positive. To find hope in what others see as hopeless situations. You have always been able to deliver a message that unites and unifies; that gives this community the strength to confront the challenge at hand and find the opportunity that awaits. I’m celebrating tonight because this industry is all about service and you deliver it with kindness, caring, and empathy. You bring those values with you to your work each and every day – ready to go above and beyond for your partners, colleagues and clients. That’s inspiring.”