Air Canada is witnessing a transformative period as it embarks on an ambitious journey into the future, driven by rich history and innovative leadership. Lisa Pierce, who has been an integral part of the airline for nearly four decades, reflects on her tenure and the core mission that fuels her passion for the company.
Celebrating a Legacy
Pierce shared her experience of joining Air Canada during a pivotal moment in its history, noting, “When I started, Air Canada was a crown corporation, with Pierre Jeanniot as our CEO, and we were celebrating our 50-year anniversary.” Her commitment to the airline has taken her across Canada, from the breathtaking landscapes of Tofino, B.C., to St. Anthony in Newfoundland, showcasing the nation’s stunning natural beauty.
“It’s not surprising that Canada’s brand strength is one of the highest globally,” she stated. “Now is the perfect time to highlight all that Canada offers to the world, and I’m thrilled that Air Canada plays a significant role in this mission.” Each new aircraft, additional destination, and customer interaction reinforces this sense of pride and responsibility. “This is exactly why I joined Air Canada,” Pierce emphasized.
Strategic Leadership Transition
The airline is set to elevate its operations under the leadership of François Choquette, who succeeds Pierce as Head of Sales. With over 25 years of experience in aviation, Choquette brings invaluable expertise from various roles within Air Canada. “She’s taken it up a notch,” he remarked about Pierce’s remarkable legacy. His journey began in the maintenance department, allowing him to understand the intricacies of the aviation industry before advancing to commercial roles in Europe.
Market Adaptability and Growth
Reflecting on 2025, Choquette expressed pride in Air Canada’s strategic response to market fluctuations, particularly in U.S. travel. As the airline adapted to changing demand, it successfully broadened its offerings to include year-round Mediterranean flights, catering to growing interest in destinations like Portugal and Spain. “Our Mediterranean flights now operate well into November,” he highlighted, illustrating Air Canada’s increased focus on leisure travel.
Expanding International Footprint
By the summer of 2026, Air Canada is poised to become the second-largest North American carrier in terms of transatlantic capacity, right behind its Star Alliance partner, United Airlines. Recent announcements of new destinations, including Rio de Janeiro and Budapest, have further cemented its global presence.
Resurgence in Business Travel
Business travel has seen a notable resurgence, with corporate travel markets for Air Canada performing well. While transborder travel remains slightly subdued, routes to customary Canadian destinations, such as Orlando, continue to flourish. “U.S. destinations will always be a vital draw for Canadians,” Choquette affirmed.
Further Expansion in Toronto
Looking ahead, Air Canada is also set to expand operations at Billy Bishop Toronto City Airport, launching flights to key destinations like LGA and BOS in spring 2026. Choquette stated, “Toronto is, and always will be, our hub.”
Partnering with Travel Advisors
Air Canada values the crucial role of travel advisors in its growth strategy, with Choquette emphasizing the importance of agency partnerships. “Travel agencies’ development is our development,” he noted, advocating for agents to introduce clients to emerging destinations like Brazil. Despite the advances in technology, he asserts that the emotional aspect of travel remains significant, making travel advisors essential in navigating clients’ expectations.
In summary, Air Canada’s blend of rich heritage and forward-thinking strategies positions it well in an evolving travel landscape. As the airline continues to expand its reach and elevate service quality, it remains committed to fostering connections within Canada and beyond.
