Globus, TTC and Pleasant Holidays Retool How They Work With Advisors

Steve Born has exited as CMO of Globus family of brands after a 25-year run, with his duties absorbed by Jeff Russell and Cory McGillivray rather than handed to a newly named successor. The timing matters: Globus is the most advisor-preferred land tour operator in North America, cited by 49% of US and 62% of Canadian advisors in Travel Market Report's Outlook on Land Tours. A gap at the top of trade and consumer marketing arrives just as operators are shaping 2027 programs and advisor co-op/FAM commitments. It's not a crisis, but it's a leadership vacuum worth watching — advisors leaning on Globus for co-op dollars, trade campaigns, or FAM slots should expect some transition friction until the brand clarifies who owns those relationships long-term.

TTC Tour Brands — parent of Trafalgar, Insight, Luxury Gold and Costsaver — has overhauled its Groups Program with the stated goal of making group bookings easier for advisors to quote and hold. Group departures are a meaningful revenue lever for escorted-tour specialists, so changes to the quoting and space-holding mechanics translate directly into how commission gets earned on that business. The update was flagged specifically for Australian advisors, but the process changes affect anyone booking TTC group departures. Advisors with group business in the pipeline, or considering it for 2027 departures, should walk through the new workflow before their next quote rather than assume the old steps still apply — process changes like this tend to shift what documentation or lead time is required to lock in group space and pricing.

A|T Collective has rolled out redesigned digital itinerary documents across Pleasant Holidays and its upmarket EVOKE | INSPIRE brand — auto-generated PDFs that now include room category and rate detail, refreshed automatically at both the booking and final-document stages. For advisors, it's a workflow win: less manual assembly of client-facing paperwork, and cleaner documentation as EVOKE | INSPIRE continues its push into the luxury segment alongside standard Pleasant Holidays packages. A companion advisor briefing lays out how EVOKE | INSPIRE differs from the core Pleasant Holidays product, useful for anyone newer to selling the luxury brand or explaining the distinction to clients shopping both tiers.