Winter Is Coming: Sunwing’s Andrew Dawson & Dave Wright unpack strategies for travel advisors

Winter Is Coming is a special PAX series that offers a glimpse into the war rooms of Canada’s leading travel companies as the winter booking season takes flight. Stay tuned for exclusive interviews with industry leaders as PAX dissects what’s new and next this season.

For some, the first signs of an approaching winter can be anything from seeing geese winging their way south in a V-shaped flock to the sight of a squirrel gathering nuts.

But for many Canadian travel advisors, the reminder that cold weather is nearing hits another way: when Sunwing Vacations releases its winter schedule.

As previously reported, the tour operator’s 2024-25 winter line-up features flights from 24 airports across Canada to 27 sun destinations.

Among those destinations are three new favourites — Tulum, Camaguey-Santa Lucia and San Andrés — which customers can visit via direct flights from Toronto and Montreal.

Sunwing’s regional gateways have also been expanded this season, with more options and frequencies out of Ontario and Quebec City, as well as parts of Western Canada.

READ MORE: Sunwing unveils 2024-25 winter schedule, adds Tulum, Camaguey-Santa Lucia & San Andrés

It’s been a fascinating 12 months for Sunwing, which has undergone internal changes ever since the WestJet Group completed its purchase of the brand in the spring of last year. 

One major development from this was the creation of Sunwing Vacations Group, a move that promised to unlock more value and savings for vacationing Canadians across the country.

The group encompasses Sunwing Vacations and WestJet Vacations, as well as U.S. tour operator Vacation Express, travel retail businesses SellOffVacations.com and Luxe Destination Weddings.

Additionally, WestJet's plans to consolidate Sunwing Airlines’ 737 aircraft with that of its mainline are still a go, with a completion date set for spring of next year.

The big news for Sunwing Vacations Group, this year, was launching WestJet Vacations Quebec – a new option for all-inclusive packages to sun destinations, and hundreds of resorts, that’s tailored to Quebec-based clients and their travel advisors.

Winter is coming and Sunwing has a sun-kissed strategy for success. But what direction will it fly? 

Here, in this exclusive double feature, PAX connects with Andrew Dawson, president of Sunwing Vacations Group, and Dave Wright, director of sales for Ontario & Atlantic Canada at Sunwing Vacations, to discuss new destinations, winter trends and helpful tools for the trade.

PAX: Sunwing is back for another winter. What is the focus of this season’s strategy?

Andrew Dawson (AD): This winter season, we're focused on continuing to deliver more vacation experiences to more destinations that travel advisors and our mutual customers will love, from popular options such as Cancun, Punta Cana and Varadero to new and exciting destinations we have lined up that are sure to become customer favourites.

In addition, we're committed to offering affordable vacation options that are accessible to Canadians from coast to coast, continuing our legacy of serving our largest markets such as Toronto and Montreal, as well as many regional communities across the country, including Kitchener-Waterloo, Windsor, Quebec City, Moncton, St. John's, Saskatoon, Kelowna and many more.

PAX: You’ve added three destinations to the schedule – Tulum, Camaguey-Santa Lucia and San Andrés. What do these options bring to the table?  

AD: We're excited to be offering these three new destinations. With each offering something unique, we feel they will appeal to our customer base. Tulum is particularly exciting given the recently opened Tulum Airport, making this an excellent option for those looking for a quieter airport with fewer lineups, and the added convenience and ease of being nearby several all-inclusive properties in the southern Mayan Riviera and close proximity to nearby ruins and archeological sites.

We see Tulum as a unique opportunity to enjoy the modern convenience of the new airport (with convenient direct flight options from Montreal) with the accessibility of nearby resorts and attractions, including several experiences in destination available to our customers through our trusted destination partner NexusTours.

Cuba has always been an incredibly popular destination among Canadians thanks to its incredible beaches and affordable vacation options, and we're sure that advisors and clients alike travelling from Toronto and Montreal will love all that Camaguey-Santa Lucia has to offer, from the local history to the natural landscapes that feel less touristy than some other Cuban hotspots. Plus, downtown Camaguey is easily accessible – the historic city is a designated UNESCO World Heritage Site, and a phenomenal place for those looking to explore the local Cuban culture.

Also new from Montreal this season, residents can travel direct to San Andrés, a multicultural hub that offers a blend of rich culture and white-sand beaches, clear turquoise waters and plenty of opportunities for nature experiences.

All of these destinations offer an enticing blend of the quintessential beach holiday and local, cultural experiences that more and more Canadians are craving when they travel to sun destinations.

PAX: What can you say about the size of Sunwing’s winter operations this year. Is it as big (or bigger) than last year? How does it compare to 2019?

AD: Our overall capacity is comparable with last year and pre-pandemic levels. As with all years, we’ve added where demand is strongest and reduced capacity on routes that aren’t quite as popular. This winter we're focused on flying Canadians from coast to coast to more sun destinations, and we are incredibly pleased to be able to offer a robust assortment of affordable vacation options.

PAX: What trends are you tracking this winter?

AD: There is a growing trend towards early booking activity. Customers are savvy, thanks in large part to ongoing education from our travel advisor partners, and know that early booking will help them secure preferred rates on many popular vacation packages – meaning they can get a great deal at their preferred resorts and destinations, especially for peak travel periods like the Christmas period and spring break.

We are also seeing customers looking for added incentives like complimentary stays for young children, which we are pleased to offer at a number of resorts, as well as complimentary room upgrades and resort perks, like credits for resort spas or experiences like beach dinners, for added value throughout their getaways.

Of course, one of Sunwing’s specialties is destination weddings and we’ve seen record numbers of Canadians booking with Sunwing to celebrate their nuptials this upcoming winter. Multigenerational family groups are also trending ahead for the season, and we're thrilled to be able to see more families take the time to unwind in destination with the people who matter most to them.

PAX: Are customers still booking upgrades like they did coming out of COVID...or has that trend cooled?

AD: Booking upgrades remains a consistent trend, and we're pleased to also offer some complimentary upgrades through some of our resort partners during key promotional periods.

PAX: How would you describe the state of winter vacations in 2024? What’s the biggest shift compared to last year? Are economic headwinds impacting the demand for vacations?

AD: Despite economic headwinds, like inflation or the weakening dollar, travel is still top of mind for many Canadians, and the overall value that an all-inclusive vacation provides is particularly appealing. With one upfront price, it takes the guesswork out of the total cost of a vacation, and there are generally ample savings when compared to booking accommodations, flights, transfers, food and beverage separately, making all-inclusive travel a popular option for its overall value and transparent, upfront pricing.

PAX: How has the creation of Sunwing Vacations Group changed the dynamic of your operations? Has it had any influence or impact on the trade?

AD: The creation of Sunwing Vacations Group has opened up more opportunities to do what we do best – provide more all-inclusive vacation options for travel advisors and our mutual customers.

With the launch of WestJet Vacations Quebec this past May, we're excited to start delivering a WestJet Vacations experience to advisors and customers in the Quebec market starting this November. The response from the trade has been really positive so far. We're just getting started and excited to continue delivering on our promise of making vacation dreams come true thanks in large part to the continued support of the trade.

As work progresses on integration within the airline and tour operations across WestJet, we’re excited about the potential and opportunities that we’re going to be able to unlock.

PAX: Let’s talk about the integration of Sunwing Airlines into WestJet. Are things still business as usual? What type of aircraft can Sunwing customers expect this season?

AD: Yes, it is business as usual until such time that the airline integration is complete. This means that, for most Sunwing guests, their flights will still be on Sunwing Airlines. A small number of routings will be offered on WestJet flights, increasing the scope of available options to Canadians, allowing guests in cities like Victoria the option to purchase our favourite products.

PAX: What are your top sales tips to Canadian travel advisors booking Sunwing this winter?

AD: Our biggest recommendation is to encourage customers to book early to take advantage of early booking incentives and rates, and to ensure they secure their preferred getaway to their preferred destination and resort as we head into the busy winter sales period, when packages tend to sell out very quickly.

Dave Wright: Director of Sales - Ontario & Atlantic Canada, Sunwing Vacations

PAX: What is Sunwing’s strategy for engaging with Canadian travel advisors this winter?

DW: Travel advisors should aim to book clients as early as possible, particularly during peak travel times like Christmas, New Year's and March Break. Book now to ensure clients secure their desired destination, hotel and room type!

My other piece of advice? Always strive to upgrade the room, add insurance like Sunwing’s Worry-Free coverage, and consider charging service fees to clients since your time is valuable. And don’t forget to keep an eye out for our Partner of the Month and Resort Spotlight promotions — they often include STAR point multipliers, which is a great perk that can boost your earnings!

PAX: How has the booking experience for travel advisors improved this year?

DW: We’re committed to continually improving for our travel advisors and partners. Our popular, award-winning STAR program is thriving, with many advisors earning an extra $5,000 to $10,000 per year through STAR point multipliers. Another valuable resource is our Travel Agent Portal, which is packed with information, including FAQs, customizable flyers, webinars, and all the tools travel advisors need to close sales.

PAX: What kind of self-help tools should travel advisors be aware of?

DW: Join our agent Facebook group, "Sunwing Vacations Group – Travel Advisors"! We love engaging with our travel advisor community and regularly share promotions, flyers, videos and helpful tips.

Also, don’t forget to take advantage of our extensive webinar series to learn about destinations and resorts you may not have visited firsthand. With over 80 webinars available in both English and French, many of which are just eight to 12 minutes long, there's plenty to explore.

PAX: What can you say about telephone wait times?

DW: Currently, I’m pleased to report that our call centres are operating efficiently with minimal wait times, ensuring quick and effective support where required. Of course, we also have plenty of self-serve options available through our Travel Agent Portal to help advisors get the information they need effectively and efficiently.

PAX: What Sunwing route are you most excited about?

DW: Where to begin! With our winter schedule just released, there are so many incredible destinations to choose from. I’m a huge fan of Cuba — after all, we’ve painted Cuba orange over the years! We offer destinations such as Varadero, Havana, Cayo Coco, Cayo Santa Maria, Holguin, Trinidad, and many more from multiple regions and airports across Canada.

I’m also excited to announce that we’re resuming flights from Victoria, BC! Victoria residents can now visit Cancun and Puerto Vallarta through Sunwing Vacations.

Let’s not forget our new flights from Montreal to Tulum — an exciting and fresh destination!

PAX: Are there any new resorts that advisors should have on their radar?

DW: Be sure to check out the two new Princess Resorts in Jamaica, opening this fall: Princess Grand Jamaica and Princess Senses The Mangroves. These will be the first Princess resorts in Jamaica. Plus, we’re bringing back packages from Montreal to San Andres, Colombia — a true tropical paradise!

PAX: What’s the most effective way to sell a Sunwing vacation? What are your top selling tips?

DW: As the saying goes, knowledge is power! We recommend all travel advisors utilize the tools we provide, including the webinar series and the Agent Portal, to deepen your knowledge of resorts and destinations you haven't yet explored. Your clients will be impressed!

We also suggest selecting a few hotel brands that you genuinely love and learning everything there is to know about them. This expertise will position you as a go-to specialist for those brands, making it easier to promote and close sales.

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