“Big shoes to fill”: Air Canada salutes Lisa Pierce as she takes flight into retirement

Air Canada’s Customer Appreciation Event Thursday night (Dec. 11) at Toronto's Sheraton Centre hotel felt less like a corporate soiree and more like a heartfelt tribute.

In a crowd of airline partners, colleagues, media – and a smooth saxophone player – the industry celebrated someone whose leadership has shaped Air Canada for nearly 40 years: Lisa Pierce, vice-president of global sales and Air Canada Vacations.

Pierce first announced her decision to retire in August. Now, as she prepares to officially step down on December 31, the moment feels both emotional and celebratory.

After all, it isn’t every day that an airline salutes a leader whose career began in 1987 as a customer service agent in New York City and evolved into one of the most respected commercial roles in Canadian aviation.

Speaking to PAX last night, Pierce exuded humility when looking back on a career that has seen Air Canada transform from a Crown corporation to a global network carrier.

“I've been reflecting a lot and there are so many stories and moments. So much change has happened. It's really hard to boil it down,” she said.

But one thing stands above the rest: “Seeing how much Air Canada has grown and how much I've grown,” she said.

She recalled joining Air Canada when it had just a small U.S. network of seven stations—now more than 50—and the sweeping evolution of the airline’s global reach.

Even through defining moments, such as 9/11, Pierce returns again and again to what mattered most: “Fundamentally, it's the people.”

Looking back, one particularly “bittersweet” moment from Pierce’s Air Canada journey emerged during one of the travel industry’s darkest chapters.

Stationed in New York during 9/11, she supported stranded crew members at LaGuardia airport during those silent, uncertain days.

Her voice still carries the emotion of that memory as she recalls the day airplanes returned to the skies: “The first flight that left was an Air Canada LaGuardia-Ottawa flight. I remember feeling a sense of relief and satisfaction that we could be that resilient. That we were back in the air again. It was a very moving moment.”

“Big shoes to fill”

Last night’s gathering, sponsored by Visit Hungary (there, to promote Air Canada relaunching Toronto–Budapest flights this June) brought together many of Pierce’s long-time friends and colleagues, who expressed their admiration.

“For nearly 40 years, she has been a mentor and a role model. She’s the most kind and thoughtful individual I have ever met,” said Vincent Gauthier-Doré, general manager – sales, Canada and United States, addressing the room.

Pierce’s retirement ushers in a new era for Air Canada’s commercial team.

As previously reported, François Choquette, general manager – revenue management, has been appointed to the new position of senior executive – sales, and will take on commercial responsibilities after the holidays.

He will report to Alexandre Lefevre, vice president – network planning at Air Canada.

“Following in the footsteps of Lisa…it’s big shoes to fill,” Choquette told attendees. “She’s taken it up a notch, particularly when you see the relationships and partnerships she’s established with tourism boards, travel agencies and the community.”

Choquette has spent more than 25 years at Air Canada, moving from maintenance to commercial roles, leading sales in southern Europe, managing e-commerce and international accounts, and most recently overseeing international revenue management for the Trans-Pacific and South American markets.

Making the connection

Speaking with PAX earlier in the night, Choquette unpacked his new role and the opportunities that lie ahead in 2026.

He emphasized the importance of connecting revenue management with traveller needs.

“[Revenue management] is a very scientific, data-driven business, but at the end of the day, we're putting passengers with emotions on flights. It’s about connecting what the system does to what the traveller actually is,” he said.

He highlighted the impact of generational shifts, noting the millions of baby boomers that are set to exit the workforce by next year.

“This generation of baby boomers is all about travel,” he said. “Travel for themselves, but also travel with their kids and grandkids.”

Air Canada is already stepping up to meet the surge in demand by extending seasonal routes (to European destinations, for example) into shoulder seasons, Choquette explained.

“I'm looking forward to being the enabler between revenue management, which decides on the policies and products, and the corporate and leisure traveller,” he said.

Air Canada will also add the Airbus A321XLR to its fleet next year.

This single-aisle, extra-long-range jet, which combines the efficiency and flexibility of a smaller plane with long-haul range, will launch a brand-new route connecting Montreal with Palma de Mallorca, Spain. 

“The A321XLR is a game changer,” Choquette said. “It allows us to fly to niche markets.”

Such as Montreal-Berlin, launching this summer.  

By summer 2026, Air Canada, notably, will offer North America's second largest transatlantic network by destinations.

As for this winter, Air Canada’s capacity to Latin America is up 16 per cent compared to 2024-25.

Highlights include new destinations to Rio de Janeiro, Cartagena and Santiago. Meanwhile, places like Guatemala City, Guadalajara and Huatulco join the Central America and Mexico schedule.

A “year of change”

Speaking to the shift in demand for U.S. travel, driven by ongoing geopolitical tensions, Choquette described 2025 as a “year of change.”

“We had to adapt, remove some capacity from the U.S, and find the right capacity, which we found in the end,” he said. “The story is really different from one city to another.”

READ MORE: Air Canada’s Galardo confident on U.S. expansion at Billy Bishop; Porter rivalry heats up

The corporate travellers “are back in business” when it comes to U.S. bookings, he said.

Air Canada, notably, will add new flights to the U.S. and increase capacity on select cross-border routes for summer 2026.

Toronto-San Antonio, Montreal-Cleveland and Montreal-Columbus are just some of the new routes to watch.   

Air Canada’s U.S. expansion at Billy Bishop airport (YTZ) in downtown Toronto is also driving momentum.

In spring 2026, Air Canada will launch non-stop return service four-times-daily to New York’s LaGuardia Airport, three-times-daily to Boston Logan International Airport, twice-daily to Chicago O’Hare International Airport, and daily to Washington Dulles International Airport.

Customers on these routes will benefit from free in-flight Wi-Fi, along with the comforts of the Aspire Air Canada Café at YTZ.

But challenges remain. “We still can’t fly over Russia, which impacts the amount of flights we can do to Asia out of Toronto,” Choquette said.

His message to the travel agency community?

“Your development is our development,” he said. “Travel agencies help us develop these new markets…None of this can be done without your partnership.”

Time to be spontaneous

As for Pierce, though born in the United States, the aviation executive has embraced Canada and its values wholeheartedly.

She has called Toronto home since 2019 and recently secured her permanent residency. The city’s kindness, diversity, and vibrant arts scene have become anchors in her life.

“Everyone is so open,” she told PAX.

Her retirement plans reflect a fresh contrast to decades of commercial strategy, tight timelines, and constant planning. She is ready—eager, even—to let go of the schedule.

This winter, she will spend Christmas with her son in Florida, ring in the New Year in London for her sister’s 60th birthday, and then set off to the Australian Open before visiting Tasmania.

“That's as far as I'm going to plan,” she said. “I have spent my entire life planning, so the first thing I want to do is to stop planning and just go where the wind takes me. I want to be spontaneous.”

Her loves—art, reading, gardening—will fill the next chapter. “I'm look forward to taking art classes again (I have a Bachelor’s degree in art), going to the Botanical Gardens in Florida, sitting there and drawing,” she said.

“I love to learn. I want to keep doing that,” she said.

Her parting wisdom to her successors?  

“It’s okay to be uncomfortable, to know what you don't know, and to trust your team,” she said. “It's not about having the answers. It's about asking the right questions.”

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