Sunwing Travel Group

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Sunwing Vacations Group
Company typePrivate
IndustryConglomerate
Founded2002; 22 years ago (2002)
FounderColin Hunter
Headquarters
Toronto, Ontario
,
Canada
Area served
Global
Key people
  • Stephen Hunter CEO, president
  • Andrew Dawson COO
Products
OwnersWestJet
Number of employees
17,000 (2023)[1]
DivisionsSellOffVacations.com
Subsidiaries
Websitewww.sunwingvacationsgroup.com

Sunwing Vacations Group, formerly known as Sunwing Travel Group, headquartered in Toronto, Ontario, Canada, became a subsidiary of the WestJet Group on May 1, 2023.[3] Today, it operates as the leisure division of the WestJet Group; according to its website, the group forms "the largest vacations brand in North America."[4]

Following the acquisition, Sunwing Vacations Group operates the following entities:[5]

  • Canadian leisure tour operators: Sunwing Vacations and WestJet Vacations.
  • Expanding US presence: Vacation Express, catering to American travelers.
  • Travel retail businesses: SellOffVacations.com and Luxe Destination Weddings.

History[edit]

Founding and Early Growth (2002-2005)[edit]

Sunwing Group was founded in 2002 by Colin Hunter.[6][7] By 2004, Sunwing had become the second largest tour operator in Ontario.[8] On November 17, 2005, Sunwing Airlines' inaugural flight, a Boeing 737-800, departed from Toronto Pearson International Airport.[9]

Expansion through Acquisitions (2009-2011)[edit]

In 2009, Sunwing Group embarked on a strategic expansion, announcing the acquisition of tour operator Signature Vacations and its SellOffVacations.com retail division from UK-based TUI Travel.[10][11] This acquisition led to TUI gaining a 49 percent ownership stake in Sunwing Travel Group, and Stephen Hunter stepping into the role of CEO, succeeding his father.[12]

In 2010, Sunwing Travel Group acquired Caribbean NexusTours, a tour operator in the Dominican Republic and Mexico. The company was renamed NexusTours and remains a separate company within Sunwing Travel Group.[13]

In 2011, Sunwing Travel Group announced that it would enter the European market with a seasonal service from Canada to Europe.[14] However, this initiative did not materialize as expected, and there have been no records of regular flights to Europe under the Sunwing banner since this announcement.

Later that year, Sunwing Travel Group further diversified its portfolio with the purchase of Luxe Destination Weddings. This acquisition allowed Sunwing to offer a wider range of services to its customers, particularly in the area of destination weddings.[15]

In 2012, Sunwing Travel Group acquired the Atlanta-based tour operator Vacation Express for an undisclosed sum. The acquisition was the group's entrance to the US market.[16]

In 2015, Sunwing Group announced that affiliate, Blue Diamond Resorts, would open a 600-room resort in Jamaica.[17] Later that year, the company began construction on $400 million resort in Antigua with 500 rooms.[18]

Integration with WestJet Group (2023-Present)[edit]

Sunwing Travel Group became a subsidiary of the WestJet Group on May 1, 2023, following a C$2.3 billion acquisition announced in March 2022. This merger aimed to:

  • Consolidate market share: By combining two major players in the Canadian travel industry, the acquisition significantly strengthens WestJet's position, particularly in vacation packages and sun destinations.
  • Expand service offerings: WestJet gains access to Sunwing's expertise in vacation packages, allowing it to offer a more comprehensive range of travel solutions to its customers.
  • Optimize operations: The combined entity anticipates cost efficiencies and operational improvements through the integration of resources and processes.

As of February 13, 2024, Sunwing continues to operate as a separate brand and entity within the WestJet Group. However, full integration of Sunwing Airlines into WestJet's core operations is expected by October 2024. Sunwing Vacations will maintain its current branding throughout the integration process under the Sunwing Vacations Group umbrella.

Subsidiaries[edit]

Current[edit]

Company Sector Notes
LUXE Destination Weddings Retail Founded in 2005.[19]
SellOffVacations.com Retail Acquired from Signature Vacations-TUI Travel 2009.
Sunwing Vacations Travel Founded 2002.[20]
Vacation Express Travel Founded in 1989 in the U.S. and acquired by Sunwing Travel Group in 2011.
WestJet Vacations Travel Acquired from the WestJet-Sunwing merger. WestJet Vacations was moved from the WestJet brand to the Sunwing Vacations Group.[21]

Former[edit]

Company Sector Notes
Signature Vacations Travel Founded in 1972 in Toronto[22] and acquired as a division of First Choice Canada (and itself a subsidiary of UK based First Choice) in 2009. Merged with Sunwing Vacations.
Blue Diamond Resorts Travel Founded 2011.[23]
TravelSmart Vacation Club Hospitality Established in 2012.[24]
Sunwing Airlines Travel Founded in 2005. Sold to WestJet in 2023.
NexusTours Travel Operating for over two decades and acquired by Sunwing in 2010.[25]

References[edit]

  1. ^ "Archived copy". Archived from the original on 2023-03-27. Retrieved 2023-06-08.{{cite web}}: CS1 maint: archived copy as title (link)
  2. ^ "Sunwing Vacations Group - Leisure Division Of The WestJet Group". www.sunwingvacationsgroup.com. Retrieved 14 February 2024.
  3. ^ "WestJet Group completes acquisition of Sunwing". www.westjet.com.
  4. ^ "Discover Our Story - Sunwing Vacations Group". www.sunwingvacationsgroup.com.
  5. ^ "Sunwing Vacations Group - Leisure Division Of The WestJet Group". www.sunwingvacationsgroup.com.
  6. ^ "Company Overview of Sunwing Travel Group Inc". Bloomberg Business. Archived from the original on March 23, 2016. Retrieved March 16, 2016.
  7. ^ Infantry, Ashante (October 24, 2010). "Sunwing's Singing CEO". Toronto Star. Archived from the original on March 22, 2016. Retrieved March 16, 2016.
  8. ^ Savedra, Jen (July 17, 2006). "Sunwing "Does it Differently"". Express Voyage. Archived from the original on March 23, 2016. Retrieved March 16, 2016.
  9. ^ "Sunwing Airlines Soars From Toronto Pearson" (PDF). Toronto Pearson Today. February 2006. p. 7. Archived from the original (PDF) on June 28, 2016. Retrieved March 16, 2016.
  10. ^ Owram, Kristine (September 29, 2009). "Sunwing, Signature Vacations to Merge". The Globe and Mail. Archived from the original on March 24, 2016. Retrieved March 16, 2016.
  11. ^ Jang, Brent (September 30, 2009). "Tour Rival Merger Pressures Transat". The Globe and Mail. Archived from the original on March 24, 2016. Retrieved March 16, 2016.
  12. ^ Sorensen, Chris (September 30, 2009). "Sunwing, Signature to Become One". The Toronto Star. Archived from the original on March 23, 2016. Retrieved March 16, 2016.
  13. ^ Dunn, Brian (March 22, 2012). "At The Gate: A Sunny Proposition". Wings Magazine. Archived from the original on March 23, 2016. Retrieved March 16, 2016.
  14. ^ Deveau, Scott (March 2, 2011). "Sunwing Joins Transat in European Market". Financial Post. Archived from the original on March 24, 2016. Retrieved March 16, 2016.
  15. ^ "Discover Our Story - Sunwing Vacations Group". www.sunwingvacationsgroup.com.
  16. ^ Baran, Michelle (December 14, 2011). "Sunwing Acquires Vacation Express". Travel Weekly. Archived from the original on March 23, 2016. Retrieved March 16, 2016.
  17. ^ Major, Brian (April 23, 2015). "Sunwing Group to Build $150 Million All-Inclusive Resort in Negril, Jamaica". TravelPulse. Archived from the original on February 3, 2020. Retrieved February 3, 2020.
  18. ^ Major, Brian (June 2, 2015). "Antigua Enlists Star Power in Pushing 'Aggressive' Tourism Development". TravelPulse. Archived from the original on February 3, 2020. Retrieved February 3, 2020.
  19. ^ "Luxe Destination Weddings Inc | Better Business Bureau® Profile". Archived from the original on 2023-01-19. Retrieved 2023-06-08.
  20. ^ "About us". Archived from the original on 2023-03-14. Retrieved 2023-06-08.
  21. ^ "Sunwing Vacations Group - Leisure Division Of The WestJet Group". www.sunwingvacationsgroup.com.
  22. ^ "Signature Vacations Inc". Archived from the original on 2022-01-07. Retrieved 2022-01-07.
  23. ^ "About Us | Blue Diamond Resorts". Archived from the original on 2023-05-24. Retrieved 2023-06-08.
  24. ^ "TravelSmart VIP Vacation Club-Overview, Competitors & Contact Info | Infotelligent". Archived from the original on 2023-01-19. Retrieved 2023-06-08.
  25. ^ "Sunwing Vacations - Book Your Next Vacation Today". Archived from the original on 2023-02-10. Retrieved 2023-06-08.
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