Ethiopian Airlines’ Samson Arega Bekele Appointed to APEX Board of Directors
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Samson Arega Bekele Group Vice President Customer Experience at Ethiopian Airlines has been appointed to the APEX Board of Directors following a unanimous APEX Board vote late last week. He will serve the remainder of an airline board term through November 2026, adding a critical voice from one of the most expansive global networks in aviation.
“I’m truly honored to join the APEX Board of Directors and grateful to the Board for the trust and unanimous support in this appointment,” Bekele shared after his official instatement. “I’m excited to collaborate with entire Board in advancing APEX’s vision and supporting our industry’s continued evolution.”
Ethiopian Airlines currently serves more countries than any other airline in Africa and ranks third globally, behind only Turkish Airlines and Qatar Airways. The carrier’s reputation for operational reliability, cultural authenticity, and service innovation continues to position it as a growing leader on the world stage.
His appointment comes ahead of a major moment for the airline within the APEX community. Ethiopian Airlines Group Chief Executive Officer Mesfin Tasew will deliver a keynote at APEX/IFSA Global EXPO 2025 in Long Beach, California, further highlighting the airline’s growing role in global passenger experience leadership.
“Samson Arega Bekele’s commitment to elevating the passenger journey makes him an ideal addition to the APEX Board,” said APEX Group CEO Dr. Joe Leader. “With Ethiopian Airlines reaching more destinations globally than nearly any other airline, his insight strengthens APEX’s global strategy.”
A Proven Leader in Customer Experience
Bekele has built his career advancing passenger satisfaction while championing cultural relevance. From his previous role as Regional Director for the USA to his current position overseeing the airline’s global customer experience strategy, he has remained focused on delivering thoughtful service and memorable onboard journeys.
In a 2024 interview with APEX.aero, Bekele said, “We want our passengers to feel seen and respected. For us, passenger experience is not just about comfort. It’s about culture and care.” He has led initiatives that include inflight entertainment system upgrades, the introduction of regional meal concepts, cabin staff training rooted in Ethiopian hospitality, and the development of multilingual support platforms.
Bekele has also maintained a visible and active presence within the global passenger experience community. He has religiously attended APEX, IFSA, and Future Travel Experience (FTE) events around the world, participating in panel discussions and forging cross-industry collaborations.
Speaking at FTE APEX Asia Expo in Singapore, Bekele emphasized the need to balance innovation with personalization: “Technology must support the human element, not replace it. True loyalty comes from how a passenger feels, not just what they use.”
At APEX FTE EMEA in Dublin, he joined a panel on the future of customer journey design and spoke about how Ethiopian Airlines uses cultural insight as a design principle. “We serve a very diverse population, and our role is to unify that experience while still honoring where our passengers come from,” he said during the session.
Representing Africa on a Global Platform
Bekele is now one of the few African airline executives serving on the APEX Board, bringing essential perspective from a region seeing fast-paced aviation growth and increasing global connectivity.
In a 2023 interview with Business Insider Africa, Bekele stated, “Africa has the youngest population in the world and its own travel culture. We must innovate in ways that speak directly to African passengers while welcoming the world.”
At Ethiopian Airlines, that innovation has come in the form of scalable solutions that reflect African values and traditions. Bekele’s strategies have enabled the airline to grow its global reach while maintaining its identity, earning consistent recognition in APEX’s verified passenger ratings.
Strengthening the Global Experience Agenda
Bekele’s appointment to the APEX Board comes at a pivotal time as the association continues expanding its global reach and advancing its agenda of personalization, sustainability, and inclusivity. His experience leading experience strategy for one of the world’s most geographically extensive airlines offers valuable insight for shaping global standards.
“Samson will be a powerful contributor to APEX’s mission,” said Dr. Leader. “With Ethiopian Airlines leading the African continent in customer experience and destination coverage, his voice will help us shape airline innovation across every region.”Bekele’s focus on people-first innovation has remained consistent. Speaking at APEX/IFSA EXPO in Long Beach, he shared, “Passenger expectations evolve, but the need for emotional connection remains. Our challenge is to keep the heart in every stage of the journey.”
Looking Ahead to 2026
Ethiopian Airlines continues to earn industry accolades for its commitment to service excellence and passenger satisfaction. The airline holds a 2025 APEX Four Star Airline rating and ranked as the 2025 APEX Best Airline in Africa. With fleet modernizations and service upgrades, the airline continues to work tirelessly to rise in customer rankings.
With Bekele’s APEX Board term extending through November 2026, he will play a key role in shaping long-term APEX strategy. He joins global airline and supplier executives in defining new benchmarks across cabin innovation, onboard entertainment, biometric adoption, and culturally relevant service design. His appointment also ensures that African airline leadership remains represented in the evolving global conversation around passenger experience. Bekele’s deep expertise, cross-cultural understanding, and consistent industry engagement position him to make a lasting contribution to the APEX community.