by Natasha Lair
Last updated: 1:05 PM ET, Fri December 12, 2025
Air Canada wrapped up a three-city Customer Appreciation Event last night in Toronto.
Alongside industry leaders, partners and media, outgoing Vice President of Global Sales Lisa Pierce closed the series with an emotional finale filled with warmth, gratitude, and reflection.
Pierce, who retires at the end of the year after nearly 40 years with the airline, was visibly moved as colleagues, and long-time friends gathered to honour her impact on the carrier and the wider travel community.
“This is Home for Me”
Speaking to a packed room, Pierce acknowledged the Toronto event was her last farewell.
“This is the last of three events, and this is home for me,” she said, pausing to steady her voice. “I feel incredibly warm with everybody here.”
“This is home for me” Pierce said, pausing to steady her voice. (Photo Credit: Natasha Lair-McKenty)
Pierce thanked trade partners for their resilience and collaboration through years of industry upheaval.
“We have much to be proud of,” she said. “Our shared strength, our partnerships, and our commitment to each other is what allowed us to succeed. I’m deeply humbled by the relationships and experiences that have shaped both my career and my appreciation for Air Canada and its people.”
Her remarks included heartfelt nods to past leaders who shaped her career — from Duncan Bureau’s early push to modernize sales, to John MacLeod’s influence on her decision to make Canada home permanently.
“I planned to stay here into retirement,” she said. “It’s clear to me that our people and our partners are the strength of Air Canada.”
A Career Shaped by People
Pierce stepped away from her prepared remarks to share a story from years back at an Air Canada event in New York, when a surprise visit from the Pope caused security gridlock — and a rare moment of spontaneity.
“My phone died just as he walked by,” she laughed. “I had to ask a stranger to take the photo. It reminded me that I always run on fumes.”
That memory resurfaced for her just last night, she said, when a last-minute aircraft change brought her unexpected good fortune — and a front-row view of the Northern Lights from seat 6F.
“It was an emotional moment,” she said. “And the first person I thought of was François.”
Pierce acknowledged the Toronto event was her last farewell. (Photo Credit: Natasha Lair-McKenty)
Francois Choquette Steps into “Big Shoes”
Choquette, who officially succeeds Pierce as Vice-President of Global Sales, acknowledged the weight of the transition.
“These are big shoes to fill,” he said. “Lisa elevated the role — not just in terms of results, but in the relationships she built with the trade, tourism boards and communities across our network.”
After six years in Revenue Management, Choquette joked that he’s “coming over from the dark side,” but made clear that the airline’s commitment to the trade will remain a cornerstone of his leadership.
“These are big shoes to fill,” Choquette said. (Photo Credit: Natasha Lair-McKenty)
“The one thing I will not change is the value we place on this community,” he said. “Your support is essential as we open new destinations, deploy new aircraft and adapt to changing global demand.”
He highlighted investments in premium lounges, onboard Wi-Fi — even on Q400s — and customer enhancements across cabins.
Choquette also acknowledged the realities shaping Air Canada’s 2025–2026 planning: airspace closures, geopolitical tensions, shifting travel patterns, and a year marked by labour disruptions.
“We can turn the page,” he said. “We all hope 2026 brings stability and continued growth. What won’t change is our partnership with you.”
A Legacy That Endures
As the evening closed, Choquette emphasized that Pierce’s influence will continue to be felt.
“If there were a Hall of Fame for salespeople in our industry, Lisa would be in it,” he said.
Pierce leaves behind a strengthened global sales team, with new leadership roles announced earlier this year, including Alex Lefebvre and Venu Sarma taking on expanded responsibilities.
Though retiring from her role, she told the room she won’t be going far.
“I may be stepping back after almost 40 years, but the partnerships we’ve built will only grow deeper and stronger,” she said.
The evening ended with a standing ovation — a fitting tribute to a leader whose warmth, humility and genuine care shaped an era at Air Canada.
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