Sunwing releases framework for Cuban hotels to “set clear expectations”

Sunwing has released a new three-tier system for its all-inclusive resorts in Cuba as it aims to bring some transparency to the booking process.

As PAX first reported last November, Sunwing was developing a framework for its Cuban hotel partners so customers could gain a better sense of what type of property they were staying at.

“What does a five-star hotel in Cuba look like? What does a three-star look like? What we see from our customer feedback is that Canadians want some transparency in what they’re getting. They don’t want any surprises,” Samantha Taylor, chief marketing officer at Sunwing Vacations Group, told PAX in an exclusive interview at the time. 

Three resort tiers

Sunwing’s new “Cuba Collections” features three all-inclusive resort tiers that highlight minimum standards and criteria for a hotel, making it simpler for travel advisors and their clients to navigate Cuban vacation planning and the booking process.

READ MORE: With Cuba in damage control, Sunwing shifts focus to “hidden gems”; 26 Cuban hotels removed

“Cuba is a top-selling destination for Sunwing Vacations, and this is thanks in large part to the dedication of the travel advisor community,” said Taylor in a statement on Tuesday (Jan. 21). “To best support our advisors in educating clients on Cuba, we’re introducing Sunwing’s Cuba Collections, with the goal to be as transparent as possible and set clear expectations around our in-destination offerings, while ensuring advisors are equipped with resources to help our mutual clients uncover what makes Cuba truly great for a memorable vacation that best suits them and their budgets.”

Sunwing's Cuba Collections

Sunwing’s Cuba Collections include:

Cuba Core

• Ideal for craving an authentic experience
• Budget-conscious vacationers seeking all inclusive convenience with basic amenities
• Travellers who plan to immerse themselves in the local culture and explore off resort

Cuba Classic

• Those seeking a balance between off-resort exploration and resort relaxation
• Value-oriented families looking for added resort amenities and dining options
• Adults and groups in need of some extra variety

Cuba Comfort

• Travellers seeking an upgraded Cuban experience
• Couples or honeymooners celebrating special occasions
• Families or groups wanting a wider range of on-site activities and amenities

Sunwing has also created the “Travel Advisor Guide: Cuba Tiers” packet, including further details that will aid advisors in selling Cuba to their clients, which is available on the Sunwing Agent Portal here. 

Sunwing has more than 100 Cuba resorts available, "at a great rate,” the company said.

The news comes as Cuba recovers from a string of highly-publicized incidents relating to its national power grid. In the weeks leading up to the busy winter season, the island country's electricity failed several times, leaving some ten million residents in the dark for days in some cases. 

Last November, Taylor also revealed that Sunwing had recently removed 26 hotels from its Cuba portfolio due to quality issues based on customer feedback. 

“We didn’t feel the hotels were up to standard with what guests would actually like to experience,” she said of the removal process, which began in early 2024.  “We are working very closely with the tourist board to ensure that the product we’re offering meets expectations.”

Sunwing did not publicly state which Cuban hotels it had cut, saying that doing so would have a negative impact on the resorts and create a potential ripple effect with other tour operators. 

However, the company did confirm that the customers who had booked a removed Cuban resort were notified either directly, or through their travel advisors, and were provided with alternate hotel options for their upcoming vacation.

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