"Trust Cuba": Hola Sun product launch unveils VIP strategy, agent incentives

More than 100 travel advisors and supplier partners gathered on Friday evening (Oct 3), at Le Tréport Banquet Hall in Mississauga for Hola Sun Holidays' 2025-2026 product launch.

The event featured a trade show with a dozen hotel partners, followed by dinner, presentations and live Cuban entertainment.

Hola Sun partners with Air Transat as its main carrier, along with Air Canada and WestJet.

During the presentation, Hugo Rocha, sales director for Hola Sun Holidays, announced that Hola Sun has secured a contracted seat allocation with WestJet for a new weekly flight from Toronto to Havana starting Jan. 8, 2026. The airline itself will launch this new route on Dec. 18, 2025.

"It's about time to offer the capital city of Cuba for history lovers, art lovers and people just looking for that beautiful city," Rocha told PAX, noting the route appeals to younger travellers seeking authentic experiences.

"We have a lot of young people from Canada now going to Havana because they want to live more the Instagram life - the picture with the old car, with the old building, with a cigar, dancing salsa."

The twice-weekly service operating Thursdays and Sundays also accommodates shorter getaways, with travellers able to fly out Thursday and return Sunday, making weekend trips feasible.

New hotels 

The Cuba specialist tour operator also reported that the upcoming season brings fresh accommodation options across the island.

One notable debut is the Muthu Lincoln Hotel in Centro Habana, a colonial-style building from 1926 situated steps from the Malecón.

Additionally, Iberostar Selection La Habana and Gran Muthu Ensenada are being introduced as new properties for the season.

The Sol Hicacos Varadero, under new management by Sol Melia Cuba, is opening for bookings in November 2025 after complete modernization with redesigned interiors, modern furniture, and updated amenities brought to Sol Melia brand standards.

Agent rewards & group booking incentives

Rocha emphasized a value-add strategy for travel advisors, urging them to book early and upgrade clients to VIP packages “for a few extra hundred dollars.”

“These packages provide an elevated level of services that ensures clients' satisfaction. In return, (agents) will enjoy peace of mind knowing that customers are receiving the best care and attention throughout their stay," he shared.

VIP tiers vary by hotel brand but offer enhancements including butler or exclusive concierge service, private dinner on the beach, exclusive pool access with aqua bar, golf cart service, and more.

Hola Sun also highlighted how agents can add value through destination excursions.

"We want to focus on connecting resort hotels with the Cuban culture, history - everything," Rocha told PAX.

For the winter season, Hola Sun shared that it is boosting rewards for travel advisors through both individual bookings and enhanced group incentives.

The Agent Loyalty Program rewards travel professionals with $10 per travelled passenger, applicable to future travel with Hola Sun Holidays.

"Valid on air and packaged products, there's no blackout period. Agents can accumulate loyalty points to use towards vacations in Cuba," Rocha told PAX.

The redemption period extends up to three years after passenger travel, with some agents having accumulated $3,500 or more in their accounts, shared Rocha.

For group bookings, Hola Sun said it will double the loyalty points earned during the promotional period, making it even more lucrative for advisors to book groups - plus an extra two per cent agent commission for reservations made between October 1 and December 31, 2025, for December 17, 2025 to May 31, 2026 departures.

The deposit requirement has been reduced from $250 to $150 per person, due 60 days prior to departure.

Groups of 10 passengers and five rooms minimum qualify for competitive rates, one complimentary package for every 12th paid adult (subject to hotel restrictions), exclusive group transfers for groups of 16 or more passengers, and travel souvenirs.

Group bookings also offer the opportunity to win one of several free vacation packages for summer 2026.

Rocha emphasized the urgency behind these incentives.

"Last year, we had a situation where many hotels were sold out. We didn't have any seats available. So, the message to the market is, book in advance, get a good discount and secure your space," he stated.

For snowbirds and extended travellers, Hola Sun offers long-stay programs ranging from 21 to 180 days across destinations including Camagüey, Cienfuegos, Santiago de Cuba, and Havana.

Cuba Tourist Board says, "trust Cuba, sell Cuba"

Speaking to PAX at the event, Lessner Gomez, director for the Cuba Tourist Board in Toronto, reflected on soon concluding his six-year tenure where it began as he prepares to return to Cuba later this month.

"In 2019, I arrived (in) Canada. When I got off the plane, I came directly with my family to Hola Sun's product launch," Gomez shared. "And today, my last official activity will be also the product launch. Hola Sun was always like our brother because they are the specialists in Cuba."

His message to travel advisors: "Trust Cuba. Sell Cuba. Cuba loves Canada." He told PAX that advisors "can sell Cuba with your eyes closed."

Addressing ongoing power outage concerns, Gomez acknowledged the situation directly with PAX. 

"Everybody knows we have some problem with the power in the country," he stated. However, he noted over 90 per cent of resorts have generators and separate electrical systems.

Referencing the last time Cuba experienced power issues, Gomez said guests reported they "never felt that the power went out because the hotel has their own generator and the power (was) restored quickly."

For older properties without generators, clients would be relocated. "We resolve that problem really, really, really fast," he said. 

On tourism performance, Gomez shared encouraging statistics. Cuba welcomed approximately 900,000 Canadian visitors in 2024, with 2025 showing strong recovery momentum.

Notably, September 2025 numbers surpassed both recent years and September 2019 pre-pandemic levels – a significant milestone given that 2019 saw 1.1 million Canadian visitors at its peak.

"I think this will be a great winter for Canada and Cuba. The people are starting to feel again trust. Not just the clients, but also the travel agents are starting to trust selling Cuba again," he said.

Gomez closed with gratitude to Canada's travel trade: "Thanks to all the travel agents, the media, and the tour operators for all the support you have given to me and to our office."

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