Alex Cruz, the former CEO and Chairman of British Airways, has joined the board of the WestJet Group. Mr Cruz has a long association with the IAG Group, including running Vueling and BA. But his shift to North America also closes a career circle. Alex Cruz started his airline career there, working for American Airlines.
“Super excited to join the WestJet board,” Alex Cruz posted online today. “Can’t wait to support Alexis von Hoensbroech and nearly 14,000 Westjetters through the recovery phase and beyond.”
An airline career spanning three decades
Mr Cruz’s airline industry experience dates back three decades. According to his LinkedIn profile, Alex Cruz started out at American Airlines in 1990 before moving to travel tech business Sabre in 1995, where he served as a senior director. Thereafter, he worked in several senior airline industry roles at various consultancies before winding up as Chairman and CEO of Vueling Airlines in 2006.
From there, it was a jump in the big league when Mr Cruz shifted to BA in 2016 to become Chairman and CEO. Alex Cruz remained on the British Airways board until March 2021. Now, he is heading west to Calgary.
“It is my pleasure to officially welcome Álex to the WestJet Group’s Board at this moment in our history,” said Chris Burley, Chairman of the WestJet Group’s Board of Directors. “Álex’s impressive experience leading both full service and low-cost airlines make him an invaluable addition to our Board as the airline continues to improve its cost position to compete more vigorously with carriers of all sizes.
“This appointment will help strategically position the WestJet Group as it emerges from the pandemic serving an even greater number of guests looking forward to traveling once again.”
A WestJet Boeing 737 taking to the air. Photo: Boeing
New board appointment a win for WestJet
In the year between finishing up at British Airways and starting at WestJet, Alex Cruz invested in travel and airline industry revenue optimization business Caravelo, where he also took on roles as a board member and advisor. The under the radar company was behind Alaska Airlines’ recent launch of a subscription flight service, an innovation Mr Cruz says is customer-centric, garnered a huge amount of publicity, and will reap rich dividends for Alaska Airlines.
It’s the kind of smarts WestJet will likely be hoping he brings to the board table. WestJet has not had an easy time since the onset of COVID-19. Canada closed its borders and severely curtailed the ability to travel. Two years down the track, while Canada has loosened its restrictions, the airline is struggling to regain its pre-pandemic mojo.
Alex Cruz is WestJet’s newest board appointment. Photo: Getty Images
WestJet has trimmed its planned winter 2021/22 schedules, mostly recently cutting capacity by 20% through to March 31. WestJet’s Interim President and CEO Harry Taylor says the Canadian Government’s current attitude to travel remains “disappointing,” “stagnant,” and has a “punitive” approach.
It’s a somewhat different regime to Europe, where Mr Cruz has spent the last two decades. But his arrival at WestJet promises to shake things up and increases the competitive pressure on rival Air Canada. Alex Cruz says he’s looking forward to his new role and appreciates the push through it culture at his new workplace.
“Few carriers navigated the pandemic without issuing equity or debt or accepting sector-specific government support,” he adds. “It speaks to WestJet’s cost position, and I look forward to helping deliver even more value for guests.”
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