TORONTO — The newly created Sunwing Vacations Group, the vacation division of the WestJet Group, now includes five vacation and retail travel brands: Sunwing Vacations and WestJet Vacations, U.S. tour operator Vacation Express, and travel retailers SellOffVacations.com and Luxe Destination Weddings.

The creation of Sunwing Vacations Group comes on the heels of the WestJet Group’s acquisition of Sunwing, which was completed in May 2023.

Each brand within Sunwing Vacations Group will continue to be marketed as a unique standalone brand. Together they form the largest vacations brands in North America, says Andrew Dawson, President of Tour Operations for Sunwing Vacations Group.

“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,” says Dawson. “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.”

WestJet Group CEO Alexis von Hoensbroech says Sunwing Vacations Group, as a division of the WestJet Group, “simplifies the complementary nature of WestJet Airlines and Sunwing Vacations. 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.

“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,” says Samantha Taylor, Chief Marketing Officer for Sunwing Vacations Group. “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.”

A new corporate website, sunwingvacationsgroup.com, provides more information on the brands that make up the new vacation division.