If you were with us at Travel Exchange 2025 in Ottawa, Canada, you know it was a busy, fast-moving week. If you weren’t able to catch everything (or make it at all, due to the United States federal shutdown) here are a few takeaways worth highlighting — the conversations, tools, and trends that emerged top-of-mind for the Red Sage team.
What You Might Have Missed at Travel Exchange 2025
1. TREX is quietly becoming a more tech-forward show
NTA introduced several upgrades this year — most notably TREXconneX, a QR-based badge-scanning tool that automatically compiles your post-show contact list. The event also added a new Destination Hub and Learning Lab, two formats designed to make networking and education more efficient and targeted.
If you’ve ever left a conference with a stack of business cards and no clear memory of who said what, this is a step in the right direction. The shift toward structured, tech-supported connections reflects where the industry is heading: fewer manual tasks, more intentional partnering. As a Corporate Partner to NTA, we appreciate the organization’s commitment to innovation that drives improvement in sustained human connections.
2. Enthusiasm for packaged travel continues to grow, amid shifting international dynamics
TREX 2025 saw a 44% jump in first-day registrations compared to last year. This builds on growth from the 2024 show in Huntsville, Alabama which enjoyed a 12% increase in attendance over the previous year. As NTA’s partner agency for content marketing and social promotions, Red Sage takes great pride in supporting these year-over-year registration increases. We believe they reflect not only excellence in the marketing of NTA’s conferences, but also in the strategic leadership NTA demonstrates in adapting to member needs (see the tech-example above.)
3. Luxury is a pretty sure bet right now, but there are other ways to grow bookings and revenue
At this year’s conference, Red Sage V.P. of Sales & Marketing Michelle Stark was tapped for a well-attended presentation on acquisition – specifically, how to build an effective marketing-to-sales pipeline for destinations, attractions, and tour operators. Here are some quick-takes from her presentation that resonated strongly with the audience:
- A super-quick way to improve conversions is to audit your “capturability” (e.g. how easily people can do what you want them to do, especially through your website or app) and prioritize edits for early 2026.
- Longer-term, a successful pipeline depends on smart, strategic, integrated advertising and content marketing. Small and mid-sized organizations can benefit greatly from a strategic advertising and marketing plan that is consistently executed, even if it’s not high-dollar.
- The K-shaped economy continues to inform our marketplace, with the highest-earning (think Top 20%) households holding up the industry’s bottom line, even as the vast majority of cash-strapped households trim back expenditures.
Multi-day tours, curated itineraries, and group experiences are still in high demand regardless of segment. Our research and conversations on the floor validate the idea that travelers want structure, reassurance, and a sense of value. If your product lineup hasn’t been refreshed in a couple of years, now’s the time. If you need “fresh ideas” on how to do that, connect with our team!
4. Ottawa proves “place” matters in brand product design and marketing
Throughout NTA’s Travel Exchange, Ottawa Tourism leaned into great storytelling. From heritage experiences, to neighborhood food scenes, we really got a taste of Canada’s capital city. One of our favorite memorable moments was stepping out of customs. A friendly rep was there handing out bags of ketchup-flavored popcorn (who knew?!) and only-in-Canada novelties.
We routinely advise destination marketers, economic development organizations, and other partners about the importance of embracing a slower pace. Ottawa did that well for us, showcasing its assets thoughtfully. In 2025, the data was very clear that itineraries built for immersion (we like to say quality over quantity) can be far more effective when marketed to the right audiences. No one really wants a “checklist” any more. They want a unique story to share when they get home.
Looking for a strategic partner to plan more successful advertising and marketing initiatives in 2026? Reach out to the Red Sage team for a virtual (or in-person) coffee… and let’s brainstorm together!