Andrew Dawson to Retire from Sunwing, Samantha Taylor Adds Chief Experience Officer Role

Andrew Dawson has announced that he will retire from his role as President of Sunwing Vacations Group, where he heads up the various leisure vacation businesses of the WestJet Group. His retirement will take place in one year’s time, to coincide with the conclusion of the integration of Sunwing and WestJet and next winter’s peak season.

“Sunwing is fortunate to have such a talented, experienced and loyal team that is highly regarded throughout the industry. I can confirm that I will retire from the organization next year, in March 2026,” Dawson said.

“The hardest part of my decision was breaking the news to my incredible team. At the same time, I know that, thanks to their passion and expertise, Sunwing Vacations and Vacation Express will go from strength to strength.” 

Dawson’s announcement comes as WestJet continues to integrate Sunwing’s operations following the purchase of the company in May 2023. As recently announced, Sunwing’s Boeing 737 fleet will move under WestJet’s Air Operator’s Certificate in late May 2025.

The tour operator integration will follow after the airlines are consolidated. As part of that transition, Sunwing’s commercial activities will be represented on WestJet’s expanded Executive Committee by Chief Commercial Officer John Weatherill. Samantha Taylor will add the WestJet portfolio to her existing Marketing and Digital roles with Sunwing, and will also take on the role of Chief Experience Officer for the group.

Dawson says he is committed to “leaving on a high note” once the integration is complete.

“The WestJet Group has a long-term strategy in place for the crucial vacations business, and I look forward to continuing to build on that vision over the coming year and of course championing my team’s success in the years that follow,” Dawson said.

The industry veteran’s current role is one of the most consequential in the Canadian travel industry. With annual revenues of over $4 billion, the Sunwing Vacations group is Canada’s largest tour operator (Sunwing Vacations and WestJet Vacations) and also counts retail arm Sell Off Vacations and wedding planning specialist Luxe among its Canadian assets. The company also operates the Atlanta, GA based operator Vacation Express.

Dawson moved to Toronto from Los Angeles in 1998 to continue his tour operating career which had originated in England. He was most notably associated with the growth of Sunquest, where he was VP Commercial and later President. Dawson joined TUI in 2009 and oversaw the sale of their Canadian businesses and establishment of the business partnership with Sunwing.

For the past fifteen years, he has played a pivotal role in the evolution of Sunwing Travel Group, including the rapid growth of the Vacations business into Canada’s largest, and the establishment of full vertical integration with the creation of new hotel and destination management businesses.

Taylor’s Group Chief Experience Officer (CXO) role will focus on experience management, marketing, and contact centres across WestJet and Sunwing.

“I am so excited and honoured to be taking on this new role with the WestJet Group,” said Taylor. “The five years I’ve been with Sunwing have been incredibly enriching, and I feel very privileged to be on this journey alongside the passionate teams at Sunwing Vacations Group and WestJet. I am looking forward to this next chapter as Group Chief Experience Officer, and cannot wait to drive forward our commitment to exceptional guest experiences across both the airline and the vacations business.”

 Taylor says the newly created role is about putting guests first. “By aligning our teams and resources, we’re working to ensure every interaction with WestJet and Sunwing is exceptional. Guest experience is our priority.”