Travel trade sends a message to the woman who worked to create Travel Agent Day

Colleen Lorenzen’s efforts to ensure that travel agents receive their place in the sun has not gone unnoticed by industry colleagues.

Saskatoon travel agent Lorenzen was the driving force behind Travel Agent Day, something that earns lasting appreciation from other agents.

“Back in 2011, I doubt Colleen Lorenzen could have imagined how far-reaching the impact of recognizing travel agents would become, encouraging agency owners and suppliers to do the same,” says Tasha Walsh of Destinations Await in Calgary. “Fourteen years later, travel agents eagerly anticipate celebrating Travel Agent Day on the first Wednesday of May. This day is set aside to acknowledge the hard work of travel agents, who ensure every detail is perfect, research destinations, secure the best rates, and manage any last-minute changes, so their clients can celebrate special occasions and enjoy incredible vacations. As someone with eight years in the industry, I deeply value this acknowledgement from our travel partners and clients. To Colleen Lorenzen, thank you for initiating this recognition. To all my fellow travel agents, Happy Travel Agents Day 2025!”

Heather Mierau of Uniglobe Carefree Travel, the agency Lorenzen worked at, is also quick to applaud Lorenzen for her work on behalf of the travel agency community.

“As the operations manager at Uniglobe Carefree Travel, Colleen dedicated her career to mentoring and empowering travel agents to reach their full potential,” Mierau says. “Early in my own career, she consistently reminded me of the value of my work, encouraging me to recognize my worth and to charge professional fees reflective of the high level of service we provide. Her advocacy for the recognition of travel agents extended well beyond our agency, and her unwavering dedication and pride in this industry continue to inspire those around her. I am truly grateful for her guidance and leadership.”

Czarina Sataunik, also with Uniglobe Carefree Travel, is another agent eager to pay tribute to Lorenzen. 

“Once a year we pay homage to a leader who challenged us every day and inspired us to be better,” says Sastaunik. “Colleen Lorenzen was a source of tremendous strength and true grit; an unwavering feminist, devoted to advocating on behalf of her peers. From the beginning, she was our rock and our toughest critic. Most importantly, she was our motivation when battling this industry’s twists and turns. She dedicated herself to her principles and continued to strive for excellence. She ensured the future legacy of Travel Agent Day by fighting for this cause, as she knew it was a love letter to the industry that had given her the world. Thank you for being our voice Colleen, and thank you for making us stronger.”

Meanwhile, Travel Agents Day is also seen as an opportunity by others in the industry who work with travel agents to thank them.

“The Cuba Tourist Board team extends heartfelt gratitude to all travel advisors for their unwavering support and dedication in selling travel to Cuba,” says Canadian director Lessner Gomez. “Their hard work in crafting unique and enriching experiences has allowed countless travelers to discover the vibrant culture, stunning landscapes, and warm hospitality that Cuba has to offer. Their expertise and passion for this beautiful destination not only enhance the journeys of those they assist but also contribute significantly to the local economy and community. Thank you for being the driving force behind countless adventures and for your commitment to making Cuba a cherished travel choice for many Canadians.”

Renata Snidr of NARAT is also quick to recognize the importance of travel agents.

“As a tour operator serving the travel marketplace through travel agencies, they prioritize maintaining exceptional relationships with their agent partners,” Snidr says of her company. “Travel agents, the foundation of NARAT’s business, place their trust with NARAT handling their clients, and they strive to earn and retain that trust.”

NARAT’s standardized partner policies include securing agent commissions and providing marketing and training support, Snidr notes.