Edmond Eldebs’ original career plan was to go into investment banking. The airline industry got in the way – but not in a bad way.
While studying business administration at Humber College, Eldebs had a part-time job as a CSR with CanJet, until that airline shifted from a scheduled to charter business model, laying off hundreds in the process.
As he moved on to do undergraduate work at Ryerson – now Toronto Metropolitan University -- Eldebs heard about a new airline to be based at Billy Bishop Airport, located on the downtown Toronto shoreline, a short distance from where he was going to school.
With a recommendation from his previous manager, Eldebs was hired as a lead CSR at Porter, two days before the airline took off with its first flight.
“I had realized I did like working at airlines. And I did everything from check-in to catering to departure to ramp, learning as I went.”
Full Confidence That Porter Would Be A Survivor
Despite a long list of airline failures in Canada during the first decade of this century, Eldebs says he was always confident that Porter would survive.
“When it launched in 2006, Porter had set a record for the most well-capitalized airline at start-up. We felt very confident. And today, that confidence is stronger than ever.
Eighteen years later, Eldebs in now Senior Vice President and Chief Commercial Officer for an airline that is enjoying massive growth and shaking the foundations of economy air travel in North America.
Graduating from Ryerson in 2008, Eldebs moved into a pricing and scheduling role at Porter, when Porter’s fleet had just six aircraft. He remembers the early years at the island airport as “very exciting, very entrepreneurial.”
This short ferry route was the only way for passengers to access Billy Bishop airport until 2015. (Photo Credit: John Kirk)
He reminds TravelPulse Canada of the years when the 121-metre, 90-second ferry ride was the only way for passengers to access the airport, before a pedestrian tunnel opened in 2015.
“Sometimes there would be too much ice and the ferry would have to dock further away. It was a challenge to get passengers over, and you’d see (founder) Bob Deluce out there helping people. You’d see him in the lounge all the time too. It’s still like that. You still see executives like Mike Deluce or Kevin Jackson out on the front line.”
Post-COVID Return Of Furloughed Workers Speaks To Strong Culture
Eldebs says the COVID experience of 2020-2021, when Porter was essentially shut down for 18 months, speaks to Porter’s winning culture. At the time he was VP Revenue Management, Sales & Distribution, and almost his entire team was furloughed. But once Porter started flying again, 23 of 26 team members returned.
“That was true across the organization. Our team members dealt with a lot of challenges. For that many to come back is testament to a strong culture.”
Crew members on Porter's preview flight of its new E195-ER jet. (Photo Credit: Bruce Parkinson)
The returning Porter employees – and the many hired since – have experienced an intense an ongoing period of expansion, described by Eldebs as “rocketship growth.” The airline started flying its first Embraer E195-E2 in February 2023 and now has 29 of the 132-seat narrow-body jets in service – as well as the same number of Canadian-built Dash 8 turboprops.
In November, 2023, Porter increased its firm orders with Brazil’s Embraer to 75 planes, and it retains options for 25 more. There’s lots more growth to come.
“It’s Certainly Crazy, But It’s a Lot of Fun”
“It’s amazing what we’ve accomplished in a short time and we’ve been very happy with the response. We set out to elevate economy travel and it’s working. The growth last year was incredible, and 2024 won’t be much slower. It’s certainly crazy, but it’s a lot of fun.”
In his new role, Eldebs now oversees the marketing and loyalty teams as well as revenue management, airline partnerships, sales and distribution. Marketing and brand development has always been a focus at Porter, and Eldebs says the strength of the Porter brand and its racoon mascot Mr. Porter is a competitive advantage.
VIPorter is the airline’s loyalty program, and you can expect to see more focus there as the airline continues its exponential growth. “We’re on the cusp of a very exciting expansion that will be announced later this year,” Eldebs says.
Edmond Eldebs of Porter Airlines (R) accepts the Canadian Travel Hall of Fame plaque for Robert Deluce from TravelPulse Canada Editor in Chief John Kirk. (Photo Credit: TravelPulse Canada)
Born in the U.S. of Lebanese heritage, Eldebs has lived in Canada since he was five years old. And while he strayed from his intended path toward investment banking, he has no regrets about spending most of the past two decades with Porter.
From 2014 to 2016, Eldebs earned an MBA from the Ivey Business School at Western University, with a desire to fill out his background and diversify his skill set. Porter encouraged his continuing education, as it has with several other members of the company’s leadership.
“Porter was very supportive, as it meant a lot of time out of the office. But numerous people at Porter have pursued their MBA, and the executive team has seen the transformation in their leaders. It has added tremendous value to the company.”
As well as Michael Deluce and Kevin Jackson, Eldebs cites Chris Amenechi, VP Revenue Management at Porter from 2013 to 2016, as an important mentor. “I learned so much from his deep technical background and experience with Continental and United.”
An Airline “In A Very Exciting Place”
The Porter executive is clearly thrilled to be part of an airline on a steep upward trajectory. He loves the Embraer jets that keep arriving at a rapid pace.
Michael Deluce, Porter Airlines CEO, poses with the airline's first Embraer E195-E2. (Photo Credit: Michael Deluce, Porter Airlines)
“It’s a fantastic airplane and Embraer has been a fantastic partner. Our customers love that there’s no middle seat. They love the onboard product, comfort and the aircraft’s quiet, smooth operation. And free WiFi really sets Porter apart.”
He’s also excited by the late-2023 announcement of an expanded joint venture relationship with Air Transat, which aims to create an integrated network taking advantage of TS’s strong Europe presence and Porter’s expanding North American coverage. Other partnerships, such as Alaska Airlines, are also contributing to spreading Porter’s reach.
“These combinations will be a true second option to Air Canada. It’s going to keep our team busy over the next two to three years, and we will see the value unlocked over time. There’s a lot to do and we are in a very exciting place.”
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