WestJet has announced that former WestJet director of inflight services, Rossen Dimitrov, will rejoin WestJet in a new role as chief guest experience officer, effective May 15, 2017. Rossen held the position of director of Inflight Services at WestJet from 2011 to 2013, before leaving for a stint at Qatar Airways.

"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 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 addition to responsibility for Inflight Services, a role he knows well, Rossen will also take on responsibility for WestJet's Catering, Contact Centre, Onboard Product Development and Guest Experience teams. He will also provide experience and expertise as WestJet launches its new Boeing MAX aircraft with elevated Plus service, and will be a key team member of the team 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," said Rossen Dimitrov. "I am thrilled to be re-joining a dynamic and growing airline, and believe our ongoing success comes from the outstanding people and culture that make up our business."

While at Qatar Airways, where he helped launched its business class product – Qsuite, Rossen was ranked third on Future Travel Experience's "Power List 2016." And helped Qatar Airways garner a number of awards and accolades including Skytrax's 2016 World's Best Business Class, World's Best Business Class Lounge, and Best Airline Staff in the Middle East. Rossen has worked with multiple global airlines and also sits on the Future Travel Experience Advisory Board, which is defining the end-to-end passenger experience of the future.

As WestJet continues to grow and expand its business overseas, a focus on Inflight Service and the Customer Experience will be key to its success.

“This is big news.” said a WestJet flight attendant I spoke to today. “With us expanding and bringing on the 787s, we need Rossen’s expertise and vision.”

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