Lifestyle and Tech team recently spoke with Shanna Docherty, Cathay Regional Head of Trade Sales for Middle East and Africa (MEA)
Here is a transcript of the interview where LnT stands for Lifestyle and Tech and SD for Shanna Docherty.
LnT: Tell us about yourself and how long you’ve been in the aviation industry
SD:I am a 37-year-old professional with a passion for the travel and aviation industry. I am a free-spirited, adventurous individual who loves to see people succeed in life and is always open to learning and trying new things. ‘Work hard, be kind and amazing things will happen’ has always been a philosophy I have lived by, and I am privileged to have been mentored and led by great leaders in the past, ultimately carving me into the person I have become today.
I have been in the industry for nearly 15 years and most of my aviation career was spent in the Cargo sector. I have been working as part of the commercial team on the passenger side for the past 3.5 years and the change in career path has opened up many more doors and opportunities. The learning is endless and no two days are the same. I believe that challenges make you discover things about yourself that you never really knew.
LnT: How has your journey in the industry been? From when you entered the industry to becoming a leader.
SD: My journey in the aviation industry has been fun, challenging, anxious and amazing all at once. No day is the same and no one could have prepared us for the challenges the aviation industry would face as a result of the pandemic. Resilience and adaptability have been the key to survival and I am proud to remain in such a strong and agile industry. The most fulfilling part of being in a leadership role is watching people grow and succeed, and I truly maintain you will only be as good as the team beneath you.
LnT: Tell us about your role as Cathay’s new Regional Head of Trade Sales for the Middle East and Africa, and your key focus areas/plans for the region.
SD:I have recently taken on this new functional profile in August 2023 and I must say the learnings have been immense. No two regions can function or be managed the same way and I have thoroughly enjoyed the experience learning a new market and getting to know and understand new cultures too. My key focus will be to integrate teams and strategies and synergise efforts to grow different segments in both the markets.
Competition has evolved significantly, and I remain committed to enhancing our footprint and connectivity into Hong Kong and beyond but more importantly seeing how we can grow leisure market for travel in Hong Kong too. In the pipeline, our existing product and service enhancements as well from our brand – new Premium Economy cabin to an exclusive selection of Chinese wines and collaborations with acclaimed dining establishments, we at Cathay Pacific continues to raise the bar for customers.
Furthermore, Cathay continues to build towards its vision of becoming one of the world’s greatest service brands, and with the launch of Cathay Holidays, a premium one-stop travel hub, offers customers a seamless way to plan and book their trip with ease. From flight, to hotels, car rentals and more; we are committed to building deep, engaging relationships with our customers by offering them curated travel lifestyle products and experiences throughout their lifetime.
LnT: What do you hope to achieve or accomplish in this region?
SD: While my list includes quite a few boxes to check, I would say the first step is to restore our network to pre-pandemic levels. Currently, Dubai is operating at 50% of pre covid levels and South Africa is at 3 flights weekly. First goal is to get our South African flight back to daily and then seeing if there is any opportunity to enhance African footprint in the future.
LnT: With aviation being a male dominated industry, what does it take to succeed as a woman?
SD:It takes ambition, drive, and the willingness to succeed. There is often a heightened stigma that women are under-represented in leadership roles. This may be the case statistically, but working in a company like Cathay that fosters equality and inclusion has been instrumental in my own career progression. You should always be clear about your goals and expectations regardless of gender and leverage off the skillsets of your male counterparts too.
LnT: What are some of the biggest challenges you’ve faced in your career and how did you overcome them?
SD: Working in a high-pressure environment for the most part of my career, there is always the juggle between personal and professional life. There have certainly been challenges in maintaining a healthy work-life balance. I have always had to manage my time and energy consciously to fulfil both commitments, as well as prioritise self-care and well-being. Maintaining this balance well is always a work in progress.
LnT: What are your thoughts on the growth and future of the aviation industry in South Africa/Africa, especially from a female perspective?
SD: Travel and tourism has always been a bright spot in South Africa’s economic outlook. With a weaker rand, tourists are finding South Africa a value-for-money destination, adding to our usual drawcards: excellent climate, beautiful scenery and extensive wildlife. As travel and tourism evolve so does the aviation industry. I truly believe in the power of diversity as diverse workforces spark innovation and with this can heighten productivity and enhance team performance. Corporations should always be looking at ways to foster diversity in my opinion.
LnT: What advise do you have for women who are considering a career in aviation or entering the industry?
SD: Have a vision for the career path you want to follow and own it. The most important thing is to cultivate confidence within yourself and the sky is the limit.