Toronto-based YYZ Travel Group celebrated its 40th anniversary this week, crediting a business model centered on human relationships rather than technology.
The company began on August 19, 1986, and now employs nearly 100 travel advisors and support staff. Many have remained with the firm for decades, with some approaching 38 years of service. Leadership attributes this longevity to strong client trust.
Decades of adaptation, one constant
Over four decades, the company has adjusted to major industry changes, including the transition from paper tickets to online booking and the recent rise of artificial intelligence. It has also assisted clients through crises like 9/11, SARS, COVID-19, global instability, extreme weather, and frequent airline disruptions.
Alexandra Pelts, the company’s president, stated that while technology has transformed travel, it hasn’t replaced what clients truly need. “Travel is personal,” she said. “When plans change or a client is abroad and needs help, they want someone familiar who can assist immediately.”
The agency operates under three partners: Pelts, Executive President Vicky Zaltsman, and Executive Vice President Inna Zelener. The team specializes in corporate and leisure travel, cruises, group bookings, and complex international programs.
Zaltsman linked the company’s success to its partnerships—with employees, clients, and suppliers. “When people stay with you for 15, 20, 30, or even 38 years, it builds knowledge, trust, and shared experience that can’t be replicated quickly,” she said.
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For travelers, this expertise can prevent logistical problems. While AI can create itineraries instantly, it lacks the ability to account for personal preferences or intervene when plans fall apart. An advisor’s judgment, developed through years of experience, often proves essential in unexpected situations.
Zelener added that the role of a travel professional has changed, but its essence remains the same. “We must understand why our clients travel, anticipate their needs, and support them when circumstances shift,” she said.
A legacy of loyalty
YYZ holds Platinum status in Air Canada’s Circle of Excellence program and is part of Virtuoso, a global network focused on luxury and experiential travel. The company has received recognition from major suppliers, but its leadership views employee retention as its greatest accomplishment.
That commitment extends beyond work. This fall, about 50 team members will travel to Cancun, Mexico, to celebrate the anniversary and the friendships formed over years of collaboration. The trip follows a luncheon held earlier in the week.
Pelts described the 40-year milestone as more than a business achievement. “It reflects the people who built careers here, the clients who trusted us, and the partners who supported us,” she said. “Technology and the world will keep evolving, and our role is to adapt without losing the human connection that defines us.”
The company’s approach highlights a key tension in the travel industry: as booking becomes faster and more automated, the demand for personalized service has grown. For clients who prioritize expertise over convenience, this difference is significant.