Samson Alega Bekele, the customer experience for Ethiopian Airlines Group Vice President, was appointed to the Principal Board following a unanimous vote by the board last week. APEX (Airline Passenger Experience Association) is a nonprofit organization and one of the largest international airline associations in the world.
“I am truly honored to be on the Apex board and thank the board for their trust and unanimous support in this appointment,” Bekele said. “We are excited to work with the entire board of directors by advancing Apex's vision and helping the industry continue to evolve.”
Ethiopian Airlines currently serves more countries than any other airline in Africa, ranking third in the world after only Turkish airlines and Qatar Airways. Careers have a reputation for operational reliability, cultural reliability, and service innovation.
Bekele's appointment comes before a big moment for the airlines within the Apex community. Mesfin Tasew, group CEO of Ethiopian Airlines, gave a keynote address at Apex/IFSA Global Expo 2025 in Long Beach, California this September, further highlighting the growing role of airlines in leadership in the global passenger experience.
“Samson Alega Bekele's commitment to raising passenger journeys makes him an ideal addition to the Apex board,” said Dr. Joe Leader, Apex group CEO. “His insights strengthen Apex's global strategy as Ethiopian airlines reach more destinations worldwide than most other airlines.”
A proven leader in customer experience
Bekele has built his career to increase passenger satisfaction while defending cultural relevance. From his previous role as regional director for US Ethiopian Airlines to his current position overseeing the airline's global customer experience strategy, he focuses on providing thoughtful service and memorable on-boarding journeys.
In a 2024 interview with Apex.aero, Bekele said: “I want passengers to feel seen and respected. The passenger experience is not just about comfort. It's about culture and care.”
He led initiatives that included upgrading the Inflight Entertainment (IFE) system, introducing the concept of local dieting, training cabin staff rooted in Ethiopian hospitality, and developing a multilingual support platform.
Bekele also maintains a visible and active presence within the global passenger experience community. He regularly attends Apex, IFSA, and Future Travel Experience (FTE) events around the world, participates in panel discussions, and fakes cross-industrial collaborations.
Speaking at FTE Apex Asia Expo in Singapore, Bekele emphasized the need to balance innovation and personalization.
At Apex FTE EMEA in Dublin, he participated in a panel discussion on the future of customer journey design and talked about how Ethiopian Airlines uses cultural insights as a design principle. “We serve a very diverse population, and our role is to unite that experience by celebrating where our passengers come from,” he said during the session.
Representing Africa with a global platform
As an African airline executive working at Apex Board, Bekele brings an essential perspective from a region that is seeing fast-paced aviation growth and increased global connectivity.
For Ethiopian airlines, innovation in the passenger experience came in the form of scalable solutions that reflect African values and traditions. Bekele's strategy allowed airlines to expand their global reach while maintaining their identity, gaining consistent recognition in Apex's verified passenger ratings.
Enhance the Global Experience Agenda
Bekele's appointment to the Apex Board comes as the association continues to expand its global reach and advances its agenda of personalization, sustainability and inclusion. His experience with Lead Experience Strategy, one of the world's most geographically broad airlines, means that it can provide valuable insight into shaping global standards.
“Samson will be a strong contributor to Apex's mission,” Dr. Leader said. “As Ethiopian airlines lead the African continent with customer experience and destination compensation, his voice will help shape airline innovations in every region.”
Bekele's focus on people's first innovation is consistent. Speaking at Apex/IFSA Expo 2024 in Long Beach, he said, “While passenger expectations evolve, the need for emotional connection remains. Our challenge is to maintain our minds at every stage of our journey.”
Looking forward to 2026
Once Bekele's Apex board terminology is extended until November 2026, he will play a key role in shaping the long-term apex strategy. He joined global airline and supplier executives to define new benchmarks across cabin innovation, onboard entertainment, biometrics and culturally relevant service design.
His appointment also ensures that the leadership of African airlines remains in the evolving global conversations about the passenger experience. Bekele's deep expertise, cross-cultural understanding and consistent industry involvement ensure he makes a lasting contribution to the apex community.
