Sunwing Vacations Group Launched As WestJet Group’s New Vacation Division

WestJet Group is bringing together five tour operating and retail travel brands to form its new vacation division, Sunwing Vacations Group.

The move comes following WestJet Group’s acquisition of Sunwing in May 2023 and brings together Canadian leisure tour operators, Sunwing Vacations and WestJet Vacations; the growing United States tour operator Vacation Express; together with the Group’s own travel retail businesses; and Luxe Destination Weddings.

Together they form the largest vacations brands in North America. Each brand within Sunwing Vacations Group will continue to be marketed as a unique standalone brand.

Andrew Dawson, President of Tour Operations for Sunwing Vacations Group, said: “Our longstanding success at Sunwing has been centred on providing innovative vacation packages to Canadians. With the establishment of Sunwing Vacations Group, we are furthering our commitment and providing Canadians with even greater value and choice on sun travel.”

Dawson continued: “We are very excited to bring all of these brands together under Sunwing Vacations Group, and unite in our collective purpose of passionate people making vacation dreams come true.”

Alexis von Hoensbroech, Chief Executive Officer of the WestJet Group, observed that: “Sunwing Vacations Group, as a division of the WestJet Group, simplifies the complementary nature of WestJet Airlines and Sunwing Vacations.”

He continued: “As the largest packaged vacations provider in Canada, Sunwing Vacations Group will be instrumental in fulfilling the WestJet Group’s strategy to provide affordable, year-round leisure travel for Canadians from coast to coast.”

The new vacation division was recently unveiled to leaders across all brands within Sunwing Vacations Group. The event brought leaders and people managers across the brands together for the first time to celebrate and learn more about the brand relaunch, hear about the joint vision for the future and how they can be advocates for the positive developments for all employees and customers.

Samantha Taylor, Chief Marketing Officer for Sunwing Vacations Group, said: “We’re thrilled to introduce Sunwing Vacations Group, and overjoyed that we were able to bring 140-plus leaders across all of these brands together to celebrate the launch of our new vacation division.”

Taylor pointed out that: “Leaders across the business united in person to share brand-specific updates and discuss best practices to help inform the customer experience, and to help propel each of these brands further in pursuit of offering Canadians unparalleled choice wherever they’re at in their vacation journey.”

Sunwing Vacations Group also recently launched a new corporate website – — which provides more information on the brands that make up the new vacation division, the company’s culture, growth trajectory and North American timeline, the epic employees that drive the business forward, and the employment opportunities currently available across all brands.

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