“Bonjour, Quebec!” WestJet Group CEO Alexis von Hoensbroech declared at a staff celebration of the launch of Vacances WestJet Quebec/WestJet Vacations Quebec (WVQ) yesterday at Sunwing’s airport-area office in Toronto. A concurrent event was taking place in Laval as Sunwing staff there also celebrated the launch of a “new tour operator” in the province.
The corporation machinations behind the launch followed this general path: WestJet received approval to purchase Sunwing in 2023; integration of operations began, including plans to consolidate Sunwing’s fleet into WestJet’s and WestJet’s tour operations into Sunwing. Fast forward to May 14, 2024, and the French-first WestJet Vacations Quebec debuts in the La Belle Province as a new tour operator that will complement, but not replace Sunwing, in the market.
Sunwing Travel Group (STG) president Andrew Dawson also reminded that the approval of the merger of the companies was partly based on WestJet’s promise to the federal government and partners to grow and invest in Quebec – a promise kept with the launch of WVQ.
Samantha Taylor, Chief Marketing & Digital Officer of STG, quickly added that Sunwing has been active in and strong in Quebec for nearly 20 years and that the province warrants its own pillar in the company’s five-year strategic plan. “We love Quebec!” she says.
Von Hoensbroech said the launch is a step towards the integrated company growing its vacation footprint in Canada and is a symbol of how it would do so in the future.
Indeed, Dawson stated, “We’re getting back into growth mode and we want to show everyone in the trade what we’re capable of.”
And that includes “pulling together” essentially a brand a new tour operator in only four months. (Technically, WestJet Vacations operated in Quebec in the past with marginal results, and it’s new incarnation could also be considered a “relaunch,” albeit under an entirely different business model, operating as a dedicated vacation flights rather than filling seats on existing sked services).
Dawson emphasized that launching WVQ is all about growth, adding, “This isn’t about taking anything away from Sunwing. (Instead) it allows us to add new partners (like Bahia and Barcelo) without losing focus on existing ones (like RIU and Blue Diamond).”
Von Hoensbroech, meanwhile revealed that there is much more to come from the amalgamated incarnation of WestJet-Sunwing, including the continued and ongoing merger of the fleet.
All together, the moves will help create greater resiliency for the company and provide the opportunity to growth, he said.
“I’m super excited about where we’re going,” he added, “and looking forward to a very bright future.”