WestJet, a Canadian-based budget airline, has announced Bob Cummings as the CEO for its new Ultra Low-Cost Carrier (ULCC), which will probably be launched toward the end of this year. WestJet plans for the ULCC, which is still unnamed, to be a no-frills budget airline to compete with Rouge and NewLeaf in Canada’s expanding budget-airline market. Cummings officially takes on the role on May 29th of this year.
“Cummings has been with WestJet since 2005, with almost 11 years at the EVP level with a variety of responsibilities,” said a statement released by the airline. The airline also said that Cummings will be accountable for planning, branding, pricing, and developing the new airline. He will continue to provide WestJet with strategic counseling during his time with the new ULCC.
Currently, Cummings is WestJet’s Commercial Executive Vice President. According to WestJet’s website, he focuses on sales, marketing, communications, network planning, revenue management, corporate development, airline partnerships, distribution, and WestJet Vacations. He will carry many of his current duties into his new role at WestJet’s “daughter” airline.
“I am eager to bring our ULCC to market on behalf of Canadians looking for even lower fares,” Cummings said in a statement.
WestJet also announced the appointment of Ed Sims as Commercial Executive Vice-President. He will cover the same fields for the ULCC that Cummings currently handles for WestJet.