Ethiopian Airlines Customer Experience VP Bekele Joins APEX Board
Term effective through November 2026—joins global aviation executives shaping passenger experience standards.
Ethiopian Airlines’ Group VP Customer Experience, Samson Arega Bekele, has been appointed to the APEX Board of Directors following a unanimous board vote, the association announced on July 15, 2025.
His tenure runs through November 2026, bringing the airline’s operational perspective to the global body. Bekele’s background includes oversight of customer experience and prior leadership for the airline’s U.S. market.
In a statement, APEX Group CEO Dr. Joe Leader remarked that “Bekele’s commitment to elevating the passenger journey makes him an ideal addition … his insight strengthens APEX’s global strategy.”
Bekele shared that he is “honored to join the APEX Board of Directors … in advancing APEX’s vision and supporting our industry’s continued evolution.”
APEX highlights Bekele’s appointment as part of its global strategy to define industry benchmarks in cabin innovation, onboard entertainment, biometric adoption and culturally relevant service design.
The association notes the role ensures continued African representation in the evolving dialogue on passenger experience.