MONTREAL — 5Continents has expanded its sales leadership with the appointment of Jennifer Santa Cruz as Deputy Director of Sales, effective Jan. 12, 2026.

A well-known figure in the Canadian travel industry, Santa Cruz brings more than 25 years of experience in sales, business development and agency support. In her new role, she will support the sales leadership team in structuring, expanding and strengthening both the French- and English-speaking markets, while contributing to growth initiatives with Canadian partners and agency networks.

David Boigné, President of 5Continents, said the addition of Santa Cruz is a “natural step” towards supporting the B2B tour operator’s national expansion. “Her way of working, her generosity, her integrity and her passion for our industry align perfectly with our core values. We are absolutely delighted to welcome her to the team.”

Sabrina Greca, Director of Sales & Marketing, added: “Thanks to the tremendous support of travel agencies, expanding our sales team is essential to maintaining the level of service that matches the trust you place in us. With her unwavering dedication, unmatched experience and loyalty to our industry, Jennifer will help elevate 5Continents to new heights.”