STEPHEN FORBES

EXECUTIVE VICE-PRESIDENT, BRAND, CORPORATE AND CLIENT RELATIONSHIPS

CIBC

FOUNDING PARTNER, FINANCIAL SERVICES CATEGORY

CIBC will provide travellers with access to multi-currency ATMs at UP’s stations at Union and Pearson, a CIBC UPstairs lounge at Union Station

and Wi-Fi service aboard trains and at stations.

Why did you get involved in the UP project?

CIBC is excited to be the founding and lead partner of UP Express because we think it’s a game-changer for transit for this city. As part of an overall transit plan that is foundational to a city’s economic development and growth, UP provides a world-class option for passengers travelling between Canada’s two largest transportation hubs.

When we’re considering strategic partnerships, we’re not looking to simply put our name on something. We’re looking to add value for our clients by offering our services to them in a way that fits their life. With our UP and Greater Toronto Airports Authority partnerships, we will build upon our extensive understanding of traveler needs and wants as a long time provider of leading travel rewards cards. Our goal is to provide a seamless banking experience for travellers before they fly. They don’t have to detour from their plans to access their banking, because CIBC is right where they need us.

At the same time, we’re looking to enhance that travel experience by making it easier and more enjoyable—whether it’s with free Wi-Fi on UP or free carts at the airport.

Of the 2.5 million people who will ride the line each year, roughly 60% of them are expected to come from outside the GTA. This includes newcomers to Canada, who are among the biggest drivers of population growth. We want to give them a reason to choose CIBC.

How can companies work together to improve the customer experience?

We’re looking forward to working with some of our long-term partners, as well as with new ones, to be able to extend the value proposition for our clients and all UP travellers, and deliver unique experiences to them. We’ve been working with some of these outstanding brands for a number of years—like our 18-year partnership with Deloitte on the prestigious Canada’s Best Managed companies program. In this case, our collective focus on traveller experience and the expertise that we each bring to the table will make the overall experience exponentially better.

What’s most important to you when you’re travelling?

Travelling can be hectic. There’s sometimes a lot of waiting involved, which is difficult for everyone, especially families with kids. I have three kids, and like most parents, I welcome anything that keeps my family entertained and makes the travel experience easier—like a comfortable place to relax, somewhere we can charge electronics, use Wi-Fi, and have a few refreshments.

I travel frequently on business as well, and in talking to other business travellers, what they value is having a quiet place to sit, make some calls and recharge their phone. Anything that saves time is also at the top of the list, like being able to do last-minute banking en route to the airport – for example getting some cash at Union or at the airport, depositing a cheque or paying a last minute bill.