VIDEO: Lucie Guillemette says au revoir, Air Canada talks strategy in T.O.

How does Lucie Guillemette feel about retiring from Air Canada after 36 years with the airline?

“It’s bittersweet,” Guillemette tells PAX. “I have all kinds of plans. But at the same time, I know I’m going to miss Air Canada and my colleagues. I also know I’ll be the best cheerleader, from the sidelines, as I continue to follow the industry’s progress.”

Wrapping up her final weeks as Air Canada’s executive vice-president and chief commercial officer, Guillemette had an opportunity to say au revoir to work colleagues and industry partners – both local and international – at a reception at the Four Seasons Hotel in Toronto on Thursday (April 13). 

It’s one of three Air Canada-hosted events this week – a similar do was held in Vancouver on Wednesday (April 12) and a finale will take place in Montreal on Friday (April 14).

For Guillemette, the events were organized to not only reconnect with partners, in person, but to also formally introduce the folks who will be running the commercial show once she flies into the sunset.

As previously announced, Air Canada and Air Canada Vacations (ACV) – which Guillemette was also president of – has undergone a slight restructuring.

READ MORE: Air Canada bids farewell to Lucie Guillemette, highlights YVR’s status as a premier Asia-Pacific gateway

Effective May 1, Guillemette will be replaced by two long-serving Air Canada execs: Mark Galardo, now executive vice-president, revenue and network planning, and Lisa Pierce, now vice-president, global sales and Air Canada Vacations.

Mark Nasr, senior vice-president of products, marketing and eCommerce, also becomes executive vice-president marketing and digital, and president of Aeroplan.

Pierce’s leadership team, meanwhile, is rounded out by Virgilio Russi, vice-president, international sales, and Nino Montagnese, vice-president of Air Canada Vacations.  

Guillemette on Thursday not only endorsed her colleagues, but also expressed her confidence in the Air Canada brand.

She noted big investments that were made during the pandemic, such as acquiring Airbus A321neo XLR aircraft, building new technology, and transforming the Aeroplan loyalty program. 

All of these things, she said, position Air Canada well for future growth.

“We have the right commercial model to go forward,” Guillemette told PAX. “I’m proud of what we’ve accomplished, and for my colleagues, there’s a bright future.”

"Never been stronger"

The Toronto gathering unfolded just hours after Air Canada announced that it will launch non-stop flights from Vancouver International Airport (YVR) to Dubai, operating four times weekly, beginning Oct. 28.

Addressing the crowd, Mark Galardo noted how “Lucie’s shoes will be impossible to fill” and that “it will take two Marks [Mark Nasr], and a lot more” to continue on. 

But Galardo, who has been with Air Canada for almost 20 years, was very optimistic about Air Canada’s strategy and next steps.

“Our commercial foundation has arguably never been stronger in Air Canada’s history,” Galardo said.

He referred to the work that was done during Air Canada’s “most profitable decade,” before COVID, such as modernizing the fleet, joint-venture deals and building up three hubs in Vancouver, Toronto and Montreal to global status.

“We’ve never been, in my opinion, in better shape,” Galardo said.

READ MORE: Air Canada to launch Vancouver-Dubai service in October

Pre-pandemic, Air Canada’s hub in Toronto was surpassing major U.S. cities, like Chicago, New York and Atlanta, he explained.

There are “huge” opportunities to rebuild this, with expanded connectivity overseas, beyond Europe, Galardo said, noting potential in regions like India and Africa.

“We just need a few more airplanes,” he said.

New international demand 

But the “post-pandemic reality” for Air Canada, he said, is to continue on the runway to becoming a global international airline.

In Toronto, one strategy is being guided by the city’s (and Ontario's) high rate of immigration and acceptance of international students.

This type of population growth, said Lisa Pierce, is what’s driving new demand for international travel to and from Canada.

“We’re positioned to capture the benefits with support of our airline partners,” Pierce said.

The U.S. network is also rebuilding. Through an expanded partnership with United Airlines, Air Canada has more access between the two countries.

For example: Air Canada now operates 13 daily flights between Toronto and Chicago and 16 daily flights between Toronto and the New York region, Pierce said.

The recovery is being shaped by leisure travel and people visiting friends and relatives, she explained. Corporate business, meanwhile, is still slow.

“We’re trying to be smart about where we fly so we can capture as much as the demand as possible,” Pierce told PAX, adding that the aviation ecosystem, overall, has improved, which is helping with volumes.

Better functionality at ACV

The team is also improving processes for travel advisors.

Nino Montagnese spoke about various tech upgrades that have been made to streamline and enhance ACV’s backend. Multiple systems have been integrated into one platform.

Groups, he said, is the final item left to move into the new system, which should be completed by mid-May.

A groups instant-quote system will also be delivered by the beginning of Q3, in three phases, he said.

“I’m telling you, it’s going to have functionality that you have not seen in the market,” Montagnese told the audience.

ACV is also building a new B2B agent portal that will include ACV & Me, GDSs, marketing collateral, and more self-serve tools. 

Travel advisors, through TripBook or “Manage Your Booking,” can already change up to 30 per cent of a passenger’s name up to seven days before a departure, Montagnese said.

“We’re going to continue to add functionality so you can serve yourself and be much more efficient,” he said.

Thanks & gratitude 

Guillemette, who will retire at the end of this month, later expressed thanks and gratitude to Air Canada’s trade partners.

“We’ve always been proud of the fact that we're able to speak honestly with our trade partners, communicate what we know, and share what our plans are. Even when things were more difficult, we found a common ground. I’ve always appreciated the feedback, and we’re always appreciated their loyalty,” Guillemette said.

Ms. Guillemette has come a long way since she began her career at Air Canada in 1987 as a customer service and sales agent.

The support she has received from travel advisors, partners and colleagues at Air Canada over the years “is not lost on me,” she said.

“I will forever be grateful and will always appreciate the advice, guidance, honesty and friendship shared over the years.”

Her retirement plans include home renovations and, of course, travel.  

“I’ve been looking at advanced booking reports first thing in the morning for the last 30 years. Starting my day with Wordle might be a bit difficult,” she said. “But I’m ready to explore what retirement has to offer.”

Her parting advice to the Air Canada team?

“Embrace every challenge,” she said. “Be as competitive as you can possibly be. And everything you do, have the customer in mind. Because that’s where we’re able to differentiate ourselves.” 

What were Lucie Guillemette's most memorable moments? Watch our bonus Q&A here!

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