Sunwing Fires CEO Stephen Hunter

Sunwing Fires CEO Stephen Hunter Amid Operational Shake-Up

In a stunning development that has sent shockwaves through Canada’s travel and tourism sector, Sunwing Vacations Group announced the immediate termination of its longtime CEO, Stephen Hunter, citing “a critical need for leadership renewal and organizational realignment.” The announcement was made early Friday morning via a press release and an internal company memo leaked to the press.

Hunter, who has led the company for over a decade and played a pivotal role in expanding Sunwing’s operations across North America and the Caribbean, was reportedly let go during an emergency board meeting late Thursday night. His departure marks the most significant leadership change in the company’s recent history and raises questions about the future of the WestJet-owned vacation brand.

Mounting Tensions and Leadership Criticism

Although the company refrained from detailing the exact reasons behind the dismissal, sources close to the matter revealed rising internal tension between Hunter and key stakeholders in both Sunwing and WestJet’s executive leadership. These tensions reportedly intensified following a string of operational failures, most notably the infamous holiday travel debacle in late 2022, which left thousands of passengers stranded and led to a public apology by both Hunter and Sunwing Airlines President Len Corrado.

“The board has been concerned about the pace of recovery and the company’s reputation since the winter 2022 breakdown,” said a former executive who asked to remain anonymous. “There were strong feelings that the same leadership team couldn’t carry the company into the post-pandemic travel boom.”

Further sources indicate that recent clashes over integration strategies with WestJet Vacations, cost restructuring measures, and a lack of progress on digital modernization sealed Hunter’s fate.

A Legacy of Expansion and Controversy

Stephen Hunter’s tenure at Sunwing began in 2003, when he joined the company his father founded. He assumed the CEO role in 2011 and quickly pushed for aggressive expansion into the U.S., Caribbean, and Latin American markets. Under his guidance, Sunwing grew to become one of Canada’s leading vacation providers, known for its affordable all-inclusive packages and exclusive resort partnerships.

But Hunter’s leadership was not without controversy. Critics long accused Sunwing of sacrificing customer service in pursuit of rapid growth. Complaints over delays, lost luggage, and poor communication were frequently raised. The 2022 holiday crisis became a flashpoint, with calls from both politicians and industry watchdogs for stronger consumer protection and better corporate accountability.

Despite these issues, Hunter remained a staunch defender of Sunwing’s mission, often emphasizing affordability and accessibility as the cornerstones of the company’s success. In 2023, following Sunwing’s acquisition by the WestJet Group, he was appointed CEO of WestJet’s entire vacations portfolio—indicating confidence in his continued leadership. That confidence appears to have now evaporated.

Interim CEO and New Direction

Sunwing confirmed that Andrew Dawson, the current President of Sunwing Vacations Group, will step in as interim CEO while the board conducts an international search for a permanent replacement. Dawson, who joined the company in 2014, is known for his operational expertise and a more collaborative management style.

“The board believes that Mr. Dawson is best positioned to provide stability during this transitional phase,” the company’s statement read. “His experience and dedication to improving the customer journey will be vital as we reposition Sunwing for long-term success.”

Dawson addressed staff during a virtual town hall held Friday afternoon, expressing gratitude for Hunter’s contributions while promising a “new era of operational excellence and customer-first innovation.”

“Our guests deserve better, and we are ready to deliver it,” Dawson said. “Sunwing will reestablish trust, strengthen our partnerships, and improve how we communicate with our travelers.”

Industry Reaction and Market Implications

Industry analysts reacted swiftly to the news, with some expressing concern about instability in Sunwing’s leadership during the peak travel season. Others, however, welcomed the change.

“This could be a turning point for Sunwing,” said Caroline Masson, a travel industry analyst with JetWatch Canada. “Stephen Hunter brought enormous growth, but in recent years, the company has struggled to maintain service quality. A fresh perspective might be just what they need.”

Shareholders appeared optimistic. Shares in WestJet’s parent company, Onex Corporation, rose 2.3% following the announcement. Market analysts interpret the move as a signal that the board is serious about reasserting control and restoring public confidence.

Rival tour operators, including Air Canada Vacations and Transat, are watching closely. “Leadership transitions at major competitors can be opportunities,” said one executive at Air Transat who declined to be named. “But they can also be wake-up calls for everyone in the industry.”

What’s Next for Stephen Hunter?

As for Hunter himself, the former CEO has not released a public statement. A spokesperson for the Hunter family said only that Stephen is “taking time to reflect on his next chapter.”

Industry insiders speculate that he may return with a new venture, possibly in tech-driven travel or private equity-backed hospitality. “Stephen is a visionary, no doubt about it,” said an unnamed former colleague. “He’ll land on his feet. The question is whether Sunwing will do the same without him.”

Hunter’s departure closes a significant chapter in Canadian travel history but opens a new one for Sunwing, which now faces a high-stakes opportunity to rebuild, refocus, and regain the trust of Canadian travelers.