Leadership Changes at Swoop, WestJet

Bruce Parkinson, Open Jaw

Steven Greenway

Bob Cummings

WestJet Group has announced two changes to its leadership, with Steven Greenway hired as president of new ultra-low-cost subsidiary Swoop, and Bob Cummings assuming the role of Executive Vice President, Strategy and Guest Services for WestJet.

Greenway, who will assume his new role on 05MAR, comes to Swoop with more than 20 years of airline, loyalty and advisory experience, with an emphasis on low-cost carriers. Greenway’s most recent roles were as CEO of reward-U, the LCC loyalty program of HK Express, and as the Board Director of Zuji, one of Asia’s leading online travel agencies. He has also worked in a variety of executive and leadership roles at Virgin Blue, Virgin Atlantic and Qantas, among others.

"Steven brings extensive expertise in ULCC operations including sales, distribution, planning, revenue management, as well as loyalty and commercial strategy; all expertise that we welcome to the table," said WS CEO Gregg Saretsky.

 "Swoop's brand and booking launch, successfully led by Bob Cummings, has provided an excellent foundation and we look forward to having Steven's vast experience and drive to take Swoop from here.”

Bob Cummings, who headed up the launch of Swoop, will now move into the role of Executive Vice-President, Strategy and Guest Services for WestJet, where he will assume responsibility for business development, strategy execution and guest services, including WestJet’s contact centre, guest relations and consumer research.

"I would like to thank Bob for the excellent foundation he and the Swoop team have built over the past number of months," said Saretsky. "I look forward to Bob continuing to leverage his vast experience and deep understanding of WestJet as we continue to grow the company and improve service to our guests."

Bruce Parkinson

Bruce Parkinson Editor-in-Chief

An observer and analyst of the Canadian and international travel industries for over 25 years, Bruce uses the pre-dawn hours to prepare a daily news and information package to keep industry members up to date.

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