WestJet Bets Big on Québec with Tourism Veteran at the Helm

Montreal, QC – November 14, 2025 – WestJet is making a significant strategic play for the Québec tourism market, appointing Lyne Chayer as Vice-President, Québec Guest Experience & Vacations. The move signals a commitment to tailoring travel experiences specifically for Québec residents and visitors, leveraging a deep understanding of the province’s unique cultural landscape and travel preferences.

Chayer, a long-time veteran of the Québec tourism industry, previously held a leadership role within Sunwing Vacations, and now will be responsible for overseeing all Québec tour operations and serving as the “voice of the guest” within the province. The appointment comes at a pivotal time for WestJet, which completed its acquisition of Sunwing Vacations earlier this year and is actively integrating the two entities to create a more comprehensive and competitive leisure travel offering.

“This isn’t just about adding flights or hotel rooms,” explains one industry observer. “It’s about recognizing that Québec is a distinct market with its own needs and expectations. WestJet is clearly signaling that they intend to meet those expectations head-on.”

A Shift Towards Customer-Centricity

WestJet's approach represents a broader industry trend towards greater customer-centricity, particularly in a post-pandemic travel landscape. Travelers are increasingly seeking personalized experiences and authentic cultural immersion. Québec, with its rich French heritage and European vibe, is ideally positioned to cater to these desires.

“The key is to understand what motivates Québec travelers,” says a local travel agent who asked to remain anonymous. “They value quality, authenticity, and a connection to local culture. Simply offering the lowest price isn't enough.”

Chayer's experience within the Québec market is expected to be invaluable in this regard. She brings over 20 years of industry experience, including a deep understanding of the province’s tourism ecosystem, consumer behavior, and competitive landscape. Before joining WestJet, Chayer played a crucial role in growing Sunwing Vacations’ presence in Québec, consolidating relationships with travel agents, airports, and media outlets.

“She’s a respected figure in the industry,” says one source familiar with Sunwing’s operations. “She understands what it takes to build trust and loyalty with Québec travelers.”

Integrating Sunwing: A New Era for Leisure Travel

The appointment of Chayer also comes amidst a significant restructuring of WestJet’s leisure travel operations. The acquisition of Sunwing Vacations has created a powerful new force in the Canadian travel market, combining WestJet’s extensive flight network with Sunwing’s expertise in vacation packages and resort partnerships.

WestJet is now positioning Sunwing Vacations and WestJet Vacations as complementary brands, catering to different segments of the leisure travel market. Sunwing Vacations will continue to focus on all-inclusive resorts and longer-duration vacations, while WestJet Vacations will offer a broader range of options, including shorter getaways, city breaks, and customized itineraries.

The integration process has been complex, requiring careful coordination of operations, marketing, and customer service. However, WestJet executives believe that the combined entity will be able to offer greater value and choice to travelers, while also improving efficiency and profitability.

“This isn’t just about synergy,” says another industry analyst. “It’s about creating a full-service leisure travel provider that can compete with the best in the world.”

Québec's Tourism Landscape: Opportunities and Challenges

Québec’s tourism sector is a major economic driver, contributing billions of dollars to the province’s GDP and employing hundreds of thousands of people. However, the sector also faces a number of challenges, including increased competition from other destinations, fluctuating exchange rates, and the need to adapt to changing traveler preferences.

One of the key opportunities for Québec’s tourism sector is the growing demand for sustainable and responsible travel. Travelers are increasingly concerned about the environmental and social impact of their trips, and they are looking for destinations and operators that share their values. Québec, with its pristine natural environment and commitment to sustainable development, is well-positioned to capitalize on this trend.

Another opportunity is the growing popularity of experiential travel. Travelers are increasingly seeking authentic cultural experiences and opportunities to connect with local communities. Québec, with its rich history, vibrant arts scene, and diverse cultural traditions, offers a wealth of experiential travel opportunities.

“Québec has a unique story to tell,” says one tourism official. “We need to showcase our culture, our heritage, and our natural beauty to attract visitors from around the world.”

Looking Ahead: WestJet's Strategy for Québec

WestJet’s strategy for Québec is centered around three key pillars: customer-centricity, product innovation, and sustainable growth. The company plans to invest in new products and services that cater to the specific needs and preferences of Québec travelers. This includes expanding its flight network, adding new resort partnerships, and developing customized vacation packages.

WestJet also plans to leverage technology to enhance the customer experience, offering online booking tools, mobile apps, and personalized travel recommendations. The company is committed to reducing its environmental footprint, investing in fuel-efficient aircraft, and promoting sustainable tourism practices.

“We believe that Québec is a key market for us,” says an anonymous WestJet executive. “We are committed to investing in the province and building a long-term partnership with the local community.”

The appointment of Lyne Chayer is a clear signal of WestJet’s commitment to Québec. With her deep understanding of the province’s tourism landscape and her passion for customer service, she is well-positioned to lead the company’s efforts to capture a larger share of the Québec market and deliver exceptional travel experiences to Québec residents and visitors alike. The integration of Sunwing is still in its early stages, but the potential for creating a dominant force in the Canadian leisure travel market is undeniable. For Québec’s tourism sector, this presents both opportunities and challenges, but with a clear vision and a commitment to innovation, the province is well-positioned to thrive in the years to come.