Canada’s Premiere Vacation Expert selects SMITH as Digital Transformation AOR

SMITH, the Architects of Future Commerce, today announce that Air Canada Vacations has selected the agency as their partner in the transformation of their digital platforms. Under a mandate driven by Air Canada Vacations’ commitment to delivering the ultimate in dream vacations for Canadians, the combined team is designing and executing on a new strategic approach to improving every step of the journey.

“Travel with friends and family is one of the largest and most important personal investments each of us makes during the year,” says Tony Steel, CEO of SMITH. “And as the travel industry undergoes major disruption, it’s critical that we ensure not just the perfect path to the perfect vacation, but maintain that experience throughout the entire trip.”

The multi-year initiative, designed to roll-out new and exciting customer experiences, begins with a strategic exploration focused on how customers dream and find vacation inspiration, carrying through to uncover hidden opportunities from the initial booking experience, to hotel checkout, and beyond. The ultimate outcome is personalized digital engagement that will elevate the customer experience from booking, to destination, and back again.

“For over 35 years, Air Canada Vacations has been crafting experiences that push the boundaries of traditional vacation packages,” says Selma Filali, Senior Director, Marketing and eCommerce, Air Canada Vacations. “We’re delighted to partner with SMITH. Their blend of hands-on strategy and technical expertise has made them our ideal choice in helping us deliver our vision for digital transformation.”

The partnership continues a trend of expansion at SMITH, with 45% growth in 2017 along with the opening of a new office in Dayton, Ohio, a new location in Seattle, Washington, and a major renovation in Gatineau, Quebec. As customer expectations for intelligent, on-demand services increases, SMITH’s expertise in helping brands transform commerce and adapt to changing marketplace dynamics continues to drive this growth.

About Air Canada Vacations
Air Canada Vacations is a leading Canadian vacation expert offering a wide selection of vacation packages to destinations across Mexico and the Caribbean, Central and South America, Europe, Canada and the USA and is a repeat recipient of the Consumer's Choice Award. Air Canada Vacations offers convenient connectors from 64 Canadian cities, web and mobile check-in and Aeroplan® Miles. Air Canada Vacations packages include flights on board Air Canada and Air Canada Rouge. For more information visit:

About SMITH | The Architects of Future Commerce
SMITH is a values-driven digital transformation agency with one mission: to make buying and selling awesome. For more than 20 years, SMITH has worked in partnership with the world’s most respected B2B and B2C brands to deliver better business outcomes with design thinking and technology enablement that puts their customers at the center. Key partnerships with technology platforms including SAP Hybris, Adobe, Episerver, and Sitecore support the delivery of best-of-breed digital content and commerce experiences, while SMITH Labs builds tomorrow’s experiences with the Elements of Future Commerce, including AR, VR, AI, Conversation, and Emotion-sensing interfaces. Offices in Gatineau, Seattle, Dayton, and Spokane service clients including AT&T, PCNA, Honeywell, Microsoft, and more.

Media Contacts:
Air Canada Vacations:
Melissa Iantosca
(514) 876-0707 ext. 3409

Sean MacPhedran
(888) 222-8870 ext. 2098

Read "The Keys to Higher Margins in the Increasingly Competitive Travel Industry" by Erik Peterson and Afroze Ali.