Cassandra Jamieson: Woman of Distinction

For Cassandra Jamieson, being nominated for the Brandon Chamber of Commerce Woman of Distinction “Young Entrepreneur Award” represents more than running a successful business, it speaks to perseverance, adaptability, and creativity.

One word comes to mind after hearing the story behind the owner of McPhail Travel and Moonlit Canopy: resilient.

While residing in the Glenboro area, Jamieson was 26 years old when she took a leap and purchased McPhail Travel in Brandon in 2016. It was a bold move for a young entrepreneur, one that reflected both ambition and confidence in her vision.

Her entrepreneurial journey was not entirely linear. Following her high school graduation, Jamieson enrolled at Brandon University in environmental sciences, but soon found herself gravitating toward geography. That shift in interest ultimately led her to enroll in a tourism program at a local college.

“It was a one-year program, followed by 1,800 hours of on-the-job training to qualify for the exam,” she explained. “While I was in college, McPhail Travel was looking for a student to help out. The hands-on experience helped me with my grades, and when I graduated, I just stayed.”

Just a few years into owning the business, that vision was put to the test.

When the world shut down during the COVID-19 pandemic, the travel industry was among the first and hardest hit; leaving Jamieson navigating profound uncertainty in a business built on movement.

She was four years into her business, the mother of a two-year-old, and seven months pregnant.

During that time, Jamieson recalls many travel agencies, particularly smaller, more intimate operations, chose to amalgamate or be bought out. She, however, wasn’t ready to follow that path.

Though petite in stature, Jamieson’s thinking was anything but small. “I wasn’t going to go down without a fight,” she said.

While everything came to a halt, the stillness provided Jamieson with the space to think more strategically about the future of her business and the importance of diversification.

“There was no time for tears or ‘poor me,’” she said. “It was, ‘Okay, we’ve got to figure this out. No one is going to fix this for me,’ and I had a staff that was willing to jump in with me – and here we are today.”

At the same time, Jamieson noted the pandemic accelerated a broader shift already underway in the travel industry.

With the rise of online booking platforms and evolving consumer habits, she noticed a shift in how people plan and purchase travel.
“Rather than simply booking trips, advisors are increasingly acting as trusted partners offering expertise, personalized recommendations, and ongoing support,” she said.

“Ultimately, rather than replacing travel advisors, online booking has changed client expectations – emphasizing a personalized, relationship-driven approach that sets us apart.”

That evolving landscape became the motivation behind her next steps. One of her first pivots was launching staycation travel boxes, a fun and creative way to experience the feeling of a getaway without leaving home. Each box was thoughtfully put together to inspire relaxation, curiosity, and a sense of escape in the middle of everyday life.

“While not designed as a high-margin product, they provided a modest revenue stream and kept our brand active within the community,” she explained.

An unexpected and rewarding outcome of the initiative was the formation of a partnership with Sobeys, enabling locally made products to be sold in stores across the province.

Jamieson smiles at the memory of converting her parents’ garage into a packaging and storage space for several months, a reflection of the hands-on determination that helped carry her business through uncertain times.

From there, Jamieson began building something more long-term.
“I wanted to develop an additional arm of the company that could complement McPhail Travel,” she said. “So if one area of the business faced challenges, the other could help provide more stability.”

She identified a gap in Manitoba’s tourism market for experience-driven overnight stays.

“What was once a low-cost niche has evolved into a more mainstream form of travel, with people looking for authentic, memorable experiences; something beyond a place to stay, but still with a high level of comfort.”

Moonlit Canopy became that opportunity offering “glamping” or luxury camping blending outdoor experiences with the amenities of an upscale retreat. But it wasn’t a quick fix. It required extensive planning, research, and financial investment to bring the vision to life.

The venture is a joint effort with her husband, Turner, whose hands-on involvement has been instrumental in bringing the project to life.

The “glamping” domes feature king-sized beds and an additional queen bed, a stocked kitchenette, and a full bathroom, all set against a panoramic view. Each unit is equipped with a cozy gas fireplace and spacious living and dining areas.

The overall design emphasizes harmony with nature, minimizing disturbance while preserving open space. With no on-site restaurants, paved roads, or valet parking, a natural path carved into the landscape guides guests into a wooded area behind the domes, where local wildlife is free to coexist.

“I have an amazing staff and a supportive husband,” she said. “It makes a huge difference when your husband is hands-on with both the business and the children. It’s definitely a community effort, not a solo effort.”

Despite being faced with significant challenges, Jamieson has successfully grown McPhail Travel by nearly doubling sales through strategic public relations, website redevelopment, and the international expansion of its social media presence.

“These initiatives have strengthened our brand visibility, improved client engagement, and positioned the business to better serve a changing market,” she expounded.

What began as a team of three; Jamieson and the two original owners, has grown into a thriving operation with five full-time staff, three part-time employees, and three independent contractors.

All the while, Jamieson remains actively involved in her home community by supporting local fundraisers and events while also volunteering her time coaching her children’s sports teams.

“Staying involved at the grassroots level allows me to remain connected and contribute to the growth and well-being of the commiunity where my family and businesses are rooted,” she said.
McPhail Travel maintains a strong presence within the industry, with active memberships in ACTA, IATA, and Travel Leaders. Jamieson further contributes through her role on the Travel Leaders Board of Directors and as a member of the Brandon Chamber of Commerce, where she engages with both business and non-profit sectors.

Jamieson’s journey is one defined not only by business success, but resilience, innovation, and a deep-rooted commitment to both her industry and her community.

From navigating the uncertainty of a global pandemic to reimagining what travel can look like, she has demonstrated an ability to adapt while staying true to her values.

It is this combination of determination, creativity, and connection that makes her a deserving nominee for the Brandon Chamber of Commerce Woman of Distinction Young Entrepreneur Award.

Cassandra Jamieson, owner of McPhail Travel in Brandon has been nominated for the Brandon Chamber of Commerce Woman of Distinction “Young Entrepreneur Award”.

PHOTO CAPTION: Cassandra Jamieson, owner of McPhail Travel in Brandon has been nominated for the Brandon Chamber of Commerce Woman of Distinction “Young Entrepreneur Award”.