WestJet elevates guest experience with strategic leadership shifts

WestJet has made strategic changes to the WestJet Group Executive Committee to better align leadership positions with the company’s commitment to delivering for its guests.

A key change is the creation of a WestJet Group Chief Experience Officer (CXO) role, led by Samantha (Sam) Taylor. Having joined Sunwing in 2020 as Chief Marketing Officer and later serving as chief marketing & digital officer of Sunwing Vacations Group, Taylor will now oversee experience management, marketing, and contact centres across WestJet and Sunwing. This unified approach ensures a more cohesive and seamless journey for guests, whether they’re flying or planning a vacation.

“This role is all about putting our guests first,” said Taylor. “By aligning our teams and resources, we’re working to ensure every interaction with WestJet and Sunwing is exceptional. Guest experience is our priority.”

Innovation to enhance travel

Technology is also a focal point in WestJet’s efforts to improve guest experiences. Tanya Foster, chief information officer (CIO), will now lead a unified team overseeing all IT and digital technology across the WestJet Group.

Since joining the leadership team in January 2023, Foster has been instrumental in advancing the airline’s technology capabilities. Together, this team is driving WestJet’s vision forward, ensuring the airline remains a trusted choice for affordable and reliable travel.

A unified vision for the future

These leadership changes are part of WestJet’s broader effort to strengthen its organization and enhance the guest experience.

As Alexis von Hoensbroech, chief executive officer of the WestJet Group emphasized, “Our guests and our people are at the forefront of every decision we make. By streamlining our leadership team, we’re ensuring we deliver on our promise of friendly, reliable and affordable travel experiences.”

In addition to the recent promotions of Taylor and Foster, the WestJet Group Executive Committee, led by von Hoensbroech, also includes president and chief operating officer Diederik Pen, chief commercial officer John Weatherill, chief people officer Jacqui McGillivray, and chief financial officer Mike Scott.

Together, this team is driving WestJet’s vision forward, ensuring the airline remains a trusted choice for affordable and reliable travel.