History of Transat
Transat A.T. Inc. became one of the largest international tour operators by implementing a vertical integration strategy that, although not unique, places the organization among select companies in North America. In 2007, in addition to celebrating its 20th anniversary, Transat posted sales in excess of $3 billion, driven by dynamic internal growth as well as strategic acquisitions in Canada and many other countries. Transat came into being in the early 1980s when a handful of very passionate people, led by Jean-Marc Eustache, Lina De Cesare and Philippe Sureau, created Trafic Voyages, a wholesaler specializing in travel from Quebec to France.
In 1987, the Company made a great leap with the adoption of a forward-looking vision focused on growth and vertical integration. The Company, which was renamed Transat, was listed on the stock exchange and generated $8.25 million. The Company used the proceeds to establish its own airline, Air Transat, to make a series of acquisitions in order to solidify its position as an outgoing tour operator in Canada and France, as well as to develop new destination markets. Transat reported modest sales of $23 million at the close of its first fiscal year on October 31, 1987.
From acquisition to acquisition, Transat expanded across Canada and continued to develop its sun destinations as well as routes from Canada to Europe and many other countries. The Company was fast becoming the uncontested leader in sun destinations and offered unparalleled services to Europe. It became the leader in tourist travel from European countries to Canada and offered a wide range of both short- and long-haul destination countries and holiday options departing from France.
In 1988, Transat considerably expanded its presence in retail distribution with the acquisition of an interest in the franchisor Consultour; it also broke into the airport services market. In 1995, it became an incoming tour operator in Canada and subsequently, with the acquisition of Jonview Canada, became the country’s leader in this segment.
The Company broke into the French market very early on with Vacances Transat (France), the largest tour operator offering travel to Canada, and soon expanded within France, the United Kingdom and the rest of Europe. It acquired French tour operator Look Voyages in 1996, Greek incoming tour operator Tourgreece in 2001, British tour operator Canadian Affair in 2006 and French tour operator Amplitude International, which specializes in travel to Tunisia, in 2007. With the help of a solid network of partners, including its own business unit Air Consultants Europe in The Hague, Transat rapidly increased Air Transat’s routes between Europe and Canada. Today, the airline offers tourists an unparalleled more than 60 city-pairs between Canada and Europe. At its destinations, the Company opened offices in Mexico, the Dominican Republic and Florida in order to be able to provide its customers with complementary services. In 2007, Transat created a five-hotel, 1,600-room joint venture with the major Spanish chain H10 Hotels in Mexico and the Dominican Republic.
In Canada, the acquisition of the Thomas Cook agencies in 2006 brought the number of Transat’s travel agencies to more than 400. With that transaction, the Company became the largest travel agency in the country, with the brands Club Voyages, Voyages en Liberté, Marlin Travel, TravelPlus and tripcentral.ca. The network, which is vital to Canadian consumers, was complemented by Transat’s presence on the Internet, which is becoming an increasingly important tool in the world of tourism and travel. Transat’s network of travel agencies in France comprises approximately 70 Club Voyages and Look Voyages outlets.
With thousands of tourism service providers in some 60 countries (including about 50 airlines and 1,500 hotels) and more than 6,500 employees catering to the approximately 2.5 million people who travel every year, Transat is now one of the leaders in the international tourism industry.