A retirement and two promotions will change the look of the looking of the WestJet’s executive team as the integration between WestJet and Sunwing continues: Andrew Dawson has announced that he will step down early next year and Samantha (Sam) Taylor and Tanya Foster have immediately taken on important new roles.
Dawson, president of Sunwing Vacation Group, said he intends to leave on a “high note” in March 2026, at the end of the 2025-26 winter season.
“In that year I will work on the completion of the integrations and also steer us through the main trading of the first winter season on WestJet aircraft,” he told Travel Industry Today.
He added, “I’m lucky to have had 15 great years at Sunwing, and want to thank Stephen and Colin (Hunter) and TUI for the unwavering support, guidance and faith they gave me during the time I shared with them. I’m not expecting my 16th and final year to be quiet though, there’s lots to do with the exciting finalization of the integrations of the airlines and also of WestJet Vacations.”
Dawson further praised both travel agent partners and the WestJet Group team, including CCO John Weatherill, saying the company – including both its Sunwing and Vacation Express brands –is poised to grow and thrive in the future.
Sam Taylor, Tanya Foster
Meanwhile, two prominent execs are taking on new strategic roles designed to enhance the Calgary-based company’s focus on “affordable travel and exceptional guest experience” across both WestJet and Sunwing.
A key change is the creation of a WestJet Group Chief Experience Officer (CXO) role, led by Taylor. Having joined Sunwing in 2020 as Chief Marketing Officer and later serving as Chief Marketing & Digital Officer of Sunwing Vacations Group, she will now oversee experience management, marketing, and contact centres across WestJet and Sunwing.
WestJet says this unified approach will ensure a more cohesive and seamless journey for guests across both flights and vacations.
“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.”
Technology is also a focal point and Tanya Foster, as 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.
WestJet Group CEO Alexis von Hoensbroech said, “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.”
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