Warning concerning information circulating on the Web

Transat wishes to advise the media that it in no way ensures the accuracy and completeness of information circulating on the Web about the company, including its business units, particularly on sites such as Wikipedia. The way these sites are operated, as well as the multitude of people able to change their content, have led, and will continue to lead, to information quality problems. Transat posts background information on its own website and has a media service available for journalists.

Following are clarifications that Transat considers to be important. It should not be assumed, however, that an article or report that does not appear in this section contains only accurate information and the company makes no commitment to correct all inaccuracies.

2011-12-21 - Clarification regarding Transat’s product strategy

During the quarterly conference call on December 16, 2011, Transat spoke about a number of initiatives that it is taking to boost profitability. The company explained, for example, that it will be renewing efforts to differentiate its “sun” product, in hopes of being able to sell packages for a few dollars more. The explanations provided were misunderstood by some journalists, as evidenced in expressions such as “Transat turns its back on low prices” (“Transat tourne le dos aux bas prix”) and “Transat eyeing luxury products” (“Transat veut se tourner vers les produits luxueux”).

Over the years, the wintertime getaway to a sunny southern beach has become a must lifestyle option for millions of Canadians. The market is huge, demand is firm and highly resistant to economic downturns, and the competition is extremely fierce, in part because of the near-absence of entry barriers. As a result, a sizable majority of these products sell practically at cost, and profit margins are slim.

The challenge for tour operators has long been to market a holiday experience that consumers perceive as different and that offers added value, especially in this most popular of market segments. It is important to realize that, while an all-inclusive week in the sun can be had for as little as $700 per person (and even less), the true “deluxe” version of this type of product can cost $5,000 per person. Indeed, there are well-known major brands that specialize in high-end travel, a segment that might be defined as anything that sells for $3,500 and up per person per week. The mid-range segment, meanwhile, can be thought of as being in the range of $2,000 to $3,500.

Transat has always vied with its competitors for the biggest market segment in terms of passenger numbers; i.e., trips selling for roughly $1,000 to $1,500 per person per week—or less (far less, even!). That facet of the company’s strategy is not about to change.

What was explained on December 16 is that the company intends to ramp up efforts to differentiate its product—for example, through exclusive agreements with certain hotel chains or an enhanced in-flight experience—with a view to building greater customer loyalty, in a market where tour operators are currently competing mostly on price, with products that often are relatively devoid of distinguishing attractions. Over the medium term, as the senior executives explained, the tour operator’s margin, which is practically non-existent at the moment, could be nudged upward by $10 or $20 per package. In other words, the potential price variation is about 1%. This should therefore under no circumstances be construed as a shift toward luxury products, or a change in market segment, or even a willingness to substantially raise prices.

2011-08-24 - La Presse article – August 23, 2011 (in French only)

Précision sur un article de La Presse du 23 août 2011

Le quotidien La Presse a publié le 23 août 2011 des informations erronées au sujet de Rêvatours, une filiale de Transat spécialisée dans le circuit, qui devient Transat Découvertes à compter du 1er octobre prochain.

Contrairement à ce qui a été publié dans un article de La Presse Affaires, Rêvatours n’est pas présente en France. Depuis maintenant 25 ans, Rêvatours propose au marché québécois des circuits touristiques de qualité aux quatre coins du monde. Tel que mentionné dans le communiqué de presse émis hier par Transat, Rêvatours devient Transat Découvertes à compter du 1er octobre prochain et étend son offre au marché ontarien sous la marque Transat Discoveries.

Le changement de nom de la filiale ne touche aucune filiale en France.

À notre demande, La Presse a corrigé son erreur dans son édition du 24 août 2011. Nous l’en remercions.

2011-04-12 - Le Devoir article – April 12, 2011 (in French only)

Précision sur un article du Devoir du 12 avril 2011

Le quotidien Le Devoir évoque ce matin que nous avons retiré d'un de nos sites Web un « cours accéléré de parler québécois » destiné à nos clients de l'Hexagone. Nous reconnaissons volontiers que ces petites capsules audio étaient inappropriées. L'erreur de parcours a été corrigée rapidement, et nous présentons nos excuses. Histoire d'attribuer à César ce qui lui revient, nous signalons cependant les erreurs du Devoir :  Air Transat, une des 18 filiales de Transat, n'a strictement rien à voir dans la mise au point ou la diffusion de ces capsules, contrairement à ce que Le Devoir affirme en manchette. Celles-ci ont été développées à la demande de Transat France (qui n'est pas une agence de voyages, comme le dit Le Devoir, mais un des plus importants voyagistes en France). Rappelons que le site Web de Transat ( met de l'avant toute l'information permettant de comprendre la structure de notre organisation, y compris dans la section destinée aux journalistes.

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