Maura Chacko Celebrated for a Decade of Service on the APEX Board of Directors
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After ten years of commitment to the Airline Passenger Experience Association (APEX), Spafax SVP Content Experience Maura Chacko will step down from her position as Secretary on the APEX Board of Directors following the next election in November. Her leadership and dedication shaped the board, strengthened the APEX community, and expanded the influence of the association across the global passenger experience industry.
A Decade of Commitment
Maura Chacko joined the APEX Board of Directors in 2015 as a Director while serving as VP Development at Spafax. Two years later she became Secretary, succeeding current APEX President Dominic Green. Over the following eight years she served the maximum four terms in the role.
Her time on the board coincided with important moments in the growth of APEX. Decisions on the future of APEX EXPO, the expansion of membership, and an increasingly global perspective marked this period. For Chacko, serving on the board went beyond governance and became a way to strengthen connections across the industry.
“The board itself becomes this microcosm of the industry,” Chacko explained. “People who I might not talk to in my day job might talk to me at events as a board member, so I get to know people who I would not otherwise.”
“The board itself [is] this microcosm of the industry.”
– Maura Chacko, Spafax
Professional Growth in Parallel
Her career at Spafax advanced during the same years she served APEX. In 2019 she became SVP Business Development and Client Services, before assuming her current position as SVP Content Experience in 2022.
Balancing both roles demonstrated her ability to lead across multiple fronts. She noted that her continued focus would remain on her day-to-day responsibilities. “Everyone is asking me what I am going to be doing with my spare time, like I am retiring,” Chacko joked. “But I will just be increasingly productive at my day job.”
Guiding Through a Time of Change
During her tenure, APEX experienced what she called a “critical turning point,” particularly in relation to the direction of its flagship EXPO. The pace of board responsibilities quickened as meetings shifted from quarterly to monthly. “We know a lot of work needs to be put in, but myself and others understand the value of APEX and want it to succeed,” Chacko said. Her steady approach and commitment to progress positioned her as a trusted leader within the association during a period of growth and transformation.
A Trusted Voice in the Community
Chacko often described her style as approachable. Members across the industry sought her out for advice and feedback. She credited her effectiveness to maintaining openness and accessibility. “I basically have an open-door policy, and people feel comfortable talking to me,” she said.
Her perspective was shaped by her own early experience on the board, which was influenced by Paramount Pictures SVP Non-Theatrical Sales Joan Fillipini, who won the 2024 APEX Lifetime Achievement Award. “Joan was the only woman on the Board, and she was really helpful in explaining the processes, like the way you have to make a motion. She took me under her wing,” Chacko recalled.
Her respect for that mentorship motivated her to support others in turn. She highlighted the presence today of leaders such as APEX Treasurer Zina Neophytou and Director Estibaliz Asiain, noting that the increasing number of women on the board represented positive progress.
Broader Thinking at Spafax
Chacko’s service to APEX directly influenced her work at Spafax. Exposure to wider perspectives enriched her professional outlook and helped her foster new ideas. “It is definitely a case of the wider the pool of thought, the wider the ideas you can even come up with,” she said. “It is also great in terms of connecting people with each other.” This cross-pollination of ideas demonstrated how APEX membership not only strengthens the industry but also benefits companies directly involved.
Choosing the Right Time to Say Goodbye
After a decade of service, Chacko recognized that the time had come to make room for new voices. “Part of me thinks I would love to be part of the change that is to come,” she reflected. “But I also think the point of people rotating on and off is because you need new blood, people with new ideas.” Her decision illustrated her belief in renewal. She explained that she wanted to avoid becoming the person who dismissed new suggestions based on past attempts.
“I do not ever want to be the person that says ‘we already tried that’ when someone suggests something […] it could be worth trying again,” she said. Her departure represents both a personal milestone and an intentional contribution to the association’s long-term vitality.
Unforgettable Experiences
Beyond governance and policy, board service also created lasting memories. APEX meetings frequently took place in extraordinary destinations. While recent gatherings saw the board travel to Fiji, Chacko’s favorite memory came from Lapland in 2018.
“We got to stay in a glass hotel. When you check in, they ask whether they should call you if the Northern Lights are visible,” she remembered. “We went snowmobiling and dog sledding, we went to Santaland and had a private dinner there. I am not a beach person or a warm weather person, so that was amazing for me.”
For her, these moments reflected the unique culture of APEX. Professional collaboration was enhanced by opportunities to bond and share experiences beyond the boardroom.
“Her commitment to the association and her ability to connect people across the industry leaves a legacy that will continue to inspire new generations of leaders.”
– Dr. Joe Leader, APEX
Recognition from the Community
Colleagues and peers celebrated Chacko’s decade of leadership with a special tribute video created by Spafax and Jetway Communications to recognize her contributions to APEX and honor her achievements.
APEX Group Chief Executive Officer Dr. Joe Leader praised her impact on the board and the industry. “Maura embodied dedication and leadership throughout her decade of service on the APEX Board of Directors,” Dr. Leader stated. “Her commitment to the association and her ability to connect people across the industry leaves a legacy that will continue to inspire new generations of leaders.”
Continuing the Journey
Although she has stepped down from the board, Chacko’s leadership in the industry continues. At Spafax she remains focused on content experience and client service. Her lasting connections with APEX members and colleagues ensure she will remain part of the global dialogue on the passenger experience.