A familiar face in the Canadian travel industry is being tasked with helping improve the passenger experience for WestJet guests.
Samantha (Sam) Taylor, a longtime fixture at Sunwing, has been appointed to the new post of Chief Experience Officer. Taylor will now oversee experience management, marketing, and contact centres across WestJet and Sunwing.
“At WestJet, guests are at the heart of everything we do,” the airline said. “Over the past year, we’ve solidified some significant milestones as Western Canada’s premier airline, Canada’s leading leisure carrier, and the nation’s largest vacation provider.
“Now, we’re taking new steps to reaffirm our commitment to affordable travel and exceptional guest experiences for Canadians. To deliver on these promises, we’ve made strategic changes to the WestJet Group Executive Committee. These changes align leadership positions with our commitment to delivering for our guests.”
Appointing Taylor as Chief Experience Officer (CXO) is a key part of that strategy, WestJet said.
“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, who joined Sunwing in 2020 as Chief Marketing Officer and later served as Chief Marketing & Digital Officer of Sunwing Vacations Group, “By aligning our teams and resources, we’re working to ensure every interaction with WestJet and Sunwing is exceptional.
“Guest experience is our priority.”
"I am so excited and honoured to be taking on this new role with the WestJet Group," Taylor told Open Jaw. "The five years I've been with Sunwing have been incredibly enriching, and I feel very privileged to be on this journey alongside the passionate teams at Sunwing Vacations Group and WestJet.
"I am looking forward to this next chapter as Group Chief Experience Officer, and cannot wait to drive forward our commitment to exceptional guest experiences across both the airline and the vacations business."
WS officials said 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. ief Commercial Officer John Weatherill, Chief People Officer Jacqui McGillivray, and Chief Financial Officer Mike Scott.
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,” officials said.
