Vancouver, BC – written March 5th, 2025 – As of March 5, 2025, Alexis von Hoensbroech remains at the helm of WestJet as Chief Executive Officer, a role he assumed in February 2022. Leading Canada’s second-largest airline from its headquarters in Calgary, Alberta, von Hoensbroech has become a pivotal figure in the aviation industry, blending international expertise with a distinctly German heritage. Here’s an in-depth look at his life, work, background, and ties to his German roots.
Von Hoensbroech calls Calgary home, having relocated from Europe to oversee WestJet’s operations from its modern campus near Calgary International Airport. He vividly recalls his first visit in January 2022, braving -35°C (-31°F) weather, a stark contrast to his European experiences. This is where he works, driving WestJet’s strategic shift toward a low-cost carrier model while integrating Sunwing Airlines—a process set to complete by spring 2025—and managing challenges like labor disputes and wildfires that marked 2024.
Born in Cologne, Germany, in 1970, von Hoensbroech is undeniably of German descent. His academic credentials reflect a sharp mind: a Physics diploma from the University of Bonn in 1995, followed by a PhD from the Max Planck Institute for Radio Astronomy in 1999. His professional journey began at The Boston Consulting Group in Munich and Tokyo, focusing on aviation, before a 16-year tenure with the Lufthansa Group. There, he served as Chief Commercial Officer of Lufthansa Cargo and CEO/CFO of Austrian Airlines, where he restructured operations to compete with budget carriers and guided the airline through the COVID-19 pandemic.
Von Hoensbroech has led WestJet for over three years, a tenure marked by a decisive pivot from his predecessor Ed Sims’ expansionist approach. Where Sims broadened WestJet’s network with premium offerings, von Hoensbroech refocused on affordability, trimming unprofitable routes and bolstering western Canadian operations. Currently, he serves on Lufthansa’s Board, leveraging his deep ties to the German airline giant. His future plans for WestJet include completing the Sunwing integration by mid-2025, expanding low-cost transatlantic flights, and enhancing sustainability with fuel-efficient Boeing 737s. These moves aim to solidify WestJet’s competitive edge in a crowded market.
At 54, von Hoensbroech remains a global citizen with deep German ties—his family name, hinting at nobility, ties him to a lineage of discipline and ambition. Whether he indulges in Oktoberfest traditions privately or keeps his focus solely on WestJet’s ascent, his background enriches his leadership. As he navigates 2025, his German-rooted resilience continues to shape WestJet’s trajectory in a competitive skies.
History of the Hoensbroek Family
The family’s prominence grew through their ownership of Hoensbroek Castle, a medieval fortress they inhabited for centuries, which remains a cultural landmark today. This castle, now a museum, symbolizes their longstanding social and political role in Limburg. Initially known as “Hoen,” the family name evolved as they expanded their influence, acquiring titles and estates through strategic marriages and service to regional rulers. By the 14th century, Hermann Hoen received the village of Broek from Duchess Johanna of Brabant in 1388, marking an early territorial gain.
Over time, the von Hoensbroech lineage split into several branches. While some lines faded—such as the Oostham-Beverloo branch by the 17th century and the Geulle branch by the 18th—the main line flourished in Germany. Ulrich von Hoensbroech, through his 1588 marriage to Johanna von Boedberg, acquired Schloss Haag in Geldern, which became a family stronghold. This union also secured the hereditary marshalship of the Duchy of Geldern. Subsequent generations elevated their status: Adriaan von Hoensbroech gained the imperial baronial rank in 1635, and Arnold Adrian became a Spanish-Netherlands marquis in 1675. In 1733, Wilhelm Adrian secured the hereditary title of Reichsgraf (imperial count), a rank still held by descendants.
Today, the family retains a presence in both countries. In the Netherlands, a comital branch persists, while in Germany, the elder line thrives as Marquis and Reichsgraf von und zu Hoensbroech, with properties like Schloss Haag and Schloss Kellenberg still linked to the family. Notable modern members include Alexis von Hoensbroech, CEO of WestJet, reflecting the family’s continued influence across diverse fields. Their coat of arms—featuring a black lion on a silver-and-red shield—embodies their enduring legacy of nobility and resilience.
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