To show gratitude to travel advisors for their “unwavering dedication, hard work and year-round commitment” to their clients, Sunwing Vacations has declared October “Sunwing Loves Advisors” month. The full 31-day fete follows similar sentiment shown in May on Travel Agent Appreciation Day in May, which the tour company says, “was simply not enough.”

To that end, Sunwing is offering exclusive perks on advisor bookings made throughout the month.

For example, through Oct. 31, advisors can earn 4X STAR Points on bookings for travel between Jan. 1 and April 30, 2025. Plus, advisors will be entered for a chance to win an all-inclusive vacation each week to either Riu Yucatan, Riu Montego Bay, Riu Emerald Bay or Riu Tequila. No entry is required and advisors will also automatically be entered for having made a booking in the last six months.

Sunwing Vacations Group chief marketing and digital officer Samantha Taylor told Travel Industry Today the month-long celebration is part of Sunwing’s current campaign recognizing travel advisors as the “heroes” of the selling process.

“The travel advisor is always going to be my first customer, and that’s a big shift in our story,” she said.