Sun Tours

What Sun Tours does

Sun Tours is a family-owned, Albuquerque, New Mexico-based tour operator founded in 1978 by the Rosenberg family. The company designs, markets, and operates small-group escorted tours for primarily retired and senior travelers, with a catalog that spans motorcoach tours, train journeys, worldwide escorted tours, and packaged cruises. Sun Tours presents itself as New Mexico's largest tour operator and offers a Custom Group Tours service for private and affinity groups, indicating an incremental push into group/organizer-led business on top of its individual-traveler core.

The product is entirely service-based: Sun Tours assembles itineraries, partners with cruise lines (Princess Cruises, Holland America Line, AMA Waterways), motorcoach operators, and rail providers, layers on its own tour directors, and resells the packaged experience to consumers. There is no proprietary technology platform or AI layer; the company's commercial surface consists of a content/marketing website, optional travel insurance through Travelex, a referral program, and YouTube video presentations. Pricing is per-person and ranges from roughly $3,000 for shorter domestic trips to $16,000 for longer international itineraries.

The business model is direct-to-consumer: customers browse the catalog, contact the company, and book escorted tours. There are no disclosed enterprise customers, no third-party resellers, no funding rounds, and no M&A activity. The company maintains a small staff of 1–10 employees, suggesting a tightly-held, owner-operated business with no obvious institutional growth capital in place.

Name

Sun Tours

Legal name

Everything Travel, Inc.

Website

https://suntoursus.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Short description

Sun Tours is a family-owned Albuquerque tour operator (est. 1978) offering small-group escorted tours, motorcoach trips, and cruise packages for primarily retired and senior travelers worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Albuquerque

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Escorted Tour Packages: Complete tour packages including transportation (motorcoach, plane, train), accommodations, sightseeing, tour directors, and select meals. Tours range from 2 days to 3 weeks and cover domestic US/Canada, international destinations, and specialty tours. Pricing varies by destination and duration.
2. Escorted Cruises: Cruise packages partnered with multiple cruise lines including Princess Cruises, Holland America, and AMA Waterways. Includes escorted travel from Albuquerque with pre- and post-cruise coordination.
3. Custom Group Tours: Personalized travel planning services for groups including convention groups, multigenerational families, churches, businesses, and social clubs. In-house travel agent handles customized itinerary planning.
4. Travel Insurance: Partnered with Travelex Insurance Services to offer travel protection plans including trip cancellation, medical expense, emergency evacuation, and baggage coverage.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Sun Tours is an Albuquerque-based tour operator that sells escorted group tours and cruises to worldwide destinations, plus customized group travel planning. Tour packages bundle transportation (motorcoach, plane, train, cruise ship), accommodations, sightseeing, tour director services, and select meals, ranging from 2 days to 3 weeks in duration. The company also offers custom group travel planning for organizations, families, churches, businesses, and social clubs.

Product overview

Sun Tours is a travel agency and tour operator based in Albuquerque, New Mexico, founded in 1978. The company operates as a single integrated service rather than a modular platform. Its core offerings consist of Destination Tours (escorted group tours to worldwide destinations), Cruises (escorted cruise packages), and Custom Group Tours (personalized travel planning). Supporting services include Travel Insurance (through Travelex partner), Gift Certificates, and a Referral Incentive Program. Tours are categorized by transportation type (Motorcoach, Train), duration (One & Two Night Tours), and destination region. The company positions itself as New Mexico's largest tour operator, specializing in escorted tours originating from Albuquerque.

Differentiator

Problem solved

Functional benefit

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Travelex Insurance ServicesminorGTM or Marketing PartnerTravel insurance partner offering protection plans for Sun Tours customers. Plans include trip cancellation, medical expense, emergency evacuation, and baggage coverage. Customers reference plan number 383ZA-1224. Insurance is optional but strongly recommended by Sun Tours.
• AMA WaterwayscoreChannel Partner/ Reseller/ DistributorRiver cruise partner providing 7-night cruise experiences on European waterways including the Rhine, Danube, and other rivers. Sun Tours offers combined land/cruise packages with AMA Waterways vessels. Includes AmaWaterways river cruise ship amenities and services as part of tour packages.
• Princess CruisescoreChannel Partner/ Reseller/ DistributorMajor cruise line partnered for Caribbean and international cruise experiences. Sun Tours offers escorted cruise packages including Southern Caribbean Cruise.
• Holland America LinecoreChannel Partner/ Reseller/ DistributorCruise partner offering Alaska, Caribbean, and global cruise itineraries. Sun Tours provides escorted cruise packages departing from various ports.
• The Broadmoor ResortminorOthersLuxury resort partner in Colorado Springs, NM hosting Sun Tours Christmas packages including 'Christmas at the Broadmoor' and 'Thanksgiving at the Broadmoor' tours.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Tauck: Premium escorted tour and small-ship cruise operator with all-inclusive land packages at higher price points ($5K–$15K+). Highly comparable to Sun Tours' premium-pricing escorted tours and small-group custom group capabilities.
• Insight Vacations: Premium escorted tour brand offering guided journeys across Europe, North America, and beyond with a focus on smaller groups and upscale accommodations. Comparable to Sun Tours in escorted tour format and senior demographic orientation.
• Trafalgar Tours: Global guided holiday brand operated within The Travel Corporation family, with multi-day escorted itineraries across all seven continents. Comparable to Sun Tours in escorted tour format, tour director model, and broad international destination coverage.
• Mayflower Tours: Mid-size escorted tour operator specializing in US-domestic and international motorcoach tours with a strong senior and group travel focus. Highly comparable to Sun Tours in motorcoach-led escorted tours, group custom itineraries, and retiree customer base.
• Cosmos Tours: Value-oriented escorted tour brand within the Globus family offering affordable multi-day guided vacations. Comparable to Sun Tours in tour operator structure, multi-day itineraries, and global destination coverage, though positioned at lower price points.
• Collette: One of the largest North American escorted tour operators offering fully guided multi-day land tours and cruises worldwide. Directly comparable to Sun Tours in product structure (escorted group tours with tour directors, all-inclusive pricing) and senior-skewed customer base.
• CIE Tours International: Escorted tour operator with strong Ireland/UK/Europe focus, offering guided multi-day land packages. Comparable to Sun Tours in escorted tour structure, motorcoach usage, and tour-director-led service model.
• Globus Family of Brands (Globus Journeys): Long-established escorted tour operator offering worldwide guided vacations with multiple sub-brands (Cosmos, Avalon Waterways). Comparable to Sun Tours in offering escorted land tours and escorted river/ocean cruises packaged with international flights.
• Caravan Tours: Fully escorted tour operator offering guided multi-day land vacations across the Americas and select international destinations at mid-market price points. Comparable to Sun Tours in escorted motorcoach tour format and senior traveler focus.

Broad incumbents

• AAA Travel: Large multi-line travel agency affiliated with AAA clubs, offering escorted tours, cruises, and custom itineraries through a broad member network. Comparable to Sun Tours in escorted tour and cruise product offerings, but operates as a much larger, multi-service incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/suntoursus
• Instagraminstagram.com/suntoursus
• LinkedInlinkedin.com/company/sun-tours

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sun Tours