WestJet

Image via WestJet

APEX Insight: Rossen Dimitrov will re-join WestJet after four years with Qatar Airways, where he served as senior vice-president, Customer Experience. Dimitrov, who has been a long-time proponent of passenger experience elevation, will assume his new role as WestJet’s chief guest experience officer on May 15.

Rossen Dimitrov returns to WestJet as Chief Guest Experience Officer Image via WestJet

Rossen Dimitrov returns to WestJet as Chief Guest Experience Officer. Image via WestJet

Airline industry veteran and long-time proponent of elevating the passenger experience Rossen Dimitrov will rejoin WestJet after four years with Qatar Airways.

Effective May 15, Dimitrov will assume the role of chief guest experience officer at Canada’s second-largest airline, where, from 2011 to 2013, he acted as director of In-Flight Services. During that time, WestJet was voted Canada’s most preferred airline (as determined through research conducted by TNS Canada), was named J.D. Power 2011 Customer Service Champion and was listed consistently among the 100 best employers in Canada.

The airline will now benefit from the expertise Dimitrov has gained in the Middle East while helping launch the innovative new Qsuite business-class product, working directly under Qatar Airway’s famously fastidious CEO, Akbar Al Baker.

“Rossen has earned a very strong, internationally recognized reputation for helping create a world-class guest experience in his more recent role as senior vice-president, Customer Experience, at Qatar Airways,” said Cam Kenyon, WestJet’s executive vice-president, Operations. “His experience, ability and proven track record with guest experience and hospitality will serve WestJet particularly well as we begin our exciting journey of growth as a long-haul, global carrier.” 

In his new role with WestJet, Rossen will be responsible for in-flight catering, contact center, onboard product development and guest experience teams. He will also play a major role as WestJet launches its new Boeing 737 MAX aircraft with enhanced “Plus” service, and will be a key team member as the airline makes product and configuration decisions for its recently announced Boeing 787-9 Dreamliner fleet.

“I have always loved WestJet and am excited to be returning as the airline is about to go global.” — Rossen Dimitrov, WestJet

“I have always loved WestJet and am excited to be returning as the airline is about to go global,” said Dimitrov. “I am thrilled to be rejoining a dynamic and growing airline, and believe our ongoing success comes from the outstanding people and culture that make up our business.”