The year was 1967. Latest fashions included mini-skirts and go-go boots. Parents tut-tutted about hippies. Canada was in an orgy of excitement as it marked 100 years since Confederation, culminating in Montreal’s Expo 67 World’s Fair. It was so long ago that the Leafs actually won the Stanley Cup.
And in Toronto an Italian woman named Elana Racco, upset by the poor service she received from a travel agent booking her family trip back to Calabria, decided to open her own travel agency. Along with her husband Vince she opened E. Racco Travel which, despite her having only a grade 3 education, has – under various incarnations including Dufferin Travel – thrived for over 50 years.
Now CEO and a well-known figure in the Canadian travel industry, their son Rocky has grown the business to what it is today: TTI Travel. Racco spoke with Open Jaw at a recent open house the company held at its downtown Toronto location.
Today’s TTI comprises some 95 staff and ICs across the country. “Our business is now half high-end leisure and half blue-chip corporate,” he explained. “All of our clients value having an advisor look after them – sure, we have the technology but also the advisors who truly care for the client.” On the leisure side he emphasized TTI’s Virtuoso membership, and on the business side mentioned kid-glove services ranging from private jets to local guides and translation services.
IC Laurie Genereaux, who specializes in groups and MICE, commented about how much she appreciates the TTI infrastructure. “After all, Rocky and I grew up in the industry!” Denise Coburn, another IC, said that after 40 years in the business she’s now making bookings for the grandchildren of some of her original clients. “I like and trust my back up team – I get treated well here and I love the people.”
TTI team members are no doubt keeping their ears to the ground to learn about this fall’s all-company retreat, now in the planning stages. “It’s going to be a great opportunity to make personal connections after all this time in a ‘virtual’ environment,” said Racco.
