This year, the 25th Anniversary edition of the annual Agents’ Choice Readership Survey is all about Inspiring Innovation. We certainly want to inspire all of our travel agency readers to vote in the 2025 survey, but we also want to celebrate all of the inspiring innovations that have defined Canada’s travel industry throughout its history. Year after year, it has become clear that the companies that Canadian travel agents have selected as their favourites in each and every category of the Agents’ Choice Readership Survey were travel companies who inspired innovation – both in their own businesses and in the businesses of their agency partners. 

Big prizes

• Blue Cross – $1000 VISA gift card from Blue Cross, plus an EMC travel insurance plan for 2 people (Terms & Conditions apply). 
• CIE Tours – $1000 gift certificate applicable to any CIE Tours guided vacation and combinable with their standard 30% travel advisor discount.
• Manulife – $500 VISA gift card from Manulife.
• TTC Tour Brands – $1000 travel voucher from TTC Tour Brands (must book by 31 Dec 2025)
• Brand USA – Invitation to a Brand USA FAM to Washington and Oregon in September (more details TBD).

A little bit of history

Launched in 2000, the annual Agents’ Choice Readership Survey has tracked the sentiments of Canadian travel agents through the changes of the first two and half decades of the new Millennium – a time that has seen the internet, Google and social media become ubiquitous in the world of travel. Not to mention threats from events like Gulf Wars, economic downturns, pandemics and a whole lot more.  

During that time, the Agents’ Choice Readership Survey – the original, national, Canadian travel agent readership survey – has found its own ways to innovate and inspire, expanding from about a dozen categories in its formative years to the 46 categories featured in the 2025 survey.