As WestJet and Sunwing continue integrating operations, the newly created Sunwing Vacations Group has been designated as the official vacation division of the WestJet Group, encompassing five “powerhouse” brands ¬– Sunwing Vacations, WestJet Vacations, US tour operator Vacation Express, and the Group’s travel retail businesses SellOffVacations.com and Luxe Destination Weddings. Together they form the largest vacations brands in North America, though, notably, each will continue to be marketed independently.

The creation of Sunwing Vacations Group comes on the heels of the WestJet Group’s acquisition of Sunwing in May and, according to Sunwing Vacations Group President of Tour Operations Andrew Dawson, will give Canadians “even greater value and choice on sun travel.”

The new structure, adds, WestJet Group CEO Alexis von Hoensbroech, will simplify the complementary nature of WestJet Airlines and Sunwing Vacations, adding, “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 at an event dubbed “Amplify,” which brought leaders and people managers across the brands together for the first time to learn about the brand relaunch and vision for the future.”

“We’re thrilled to introduce Sunwing Vacations Group… our new vacation division,” said Samantha Taylor, Chief Marketing Officer for Sunwing Vacations Group, adding “(140) 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, sunwingvacationsgroup.com, which provides more information on the brands that make up the new vacation division, the company’s culture, growth trajectory and North American timeline, and more.