Shanna Docherty on Leading Change and Empowering Women in Aviation

In celebration of International Women’s Month, Shanna Docherty, the Regional Head of Trade Sales for the Middle East and Africa (MEA) at Cathay Pacific, reflects on her remarkable 14-year journey in the aviation industry.

Appointed to her role in 2024, Docherty has proven herself as a dynamic leader in an industry traditionally dominated by men. Her experience, driven by a philosophy of teamwork, continuous learning, and empowerment, is shaping the future of Cathay Pacific in MEA and beyond.

Docherty’s career in aviation has been shaped by a commitment to learning and leadership. Over her 14 years in the industry, she credits her success to the great mentors and leaders who have helped her grow. “I am a strong advocate of the ‘one team, one goal’ philosophy,” she says.

“You are only as successful as the team beneath you. Minimising rank and reducing divisions in the office are key to achieving success.” She believes that empowering people and fostering a continuous learning culture are central to a strong, collaborative work environment.

From Cargo Management to Trade Sales: Embracing New Challenges

Her transition from cargo management to her current role in trade sales within Cathay Pacific came with its own set of challenges, but also unique opportunities for growth. “Cathay has always prioritised learning and development, and I embraced the challenge of stepping into a new role,” she explains. “The key to success lies in not being afraid to fail, learning from mistakes, and taking individual accountability for your growth and development.” Her mindset has been integral to her success, and she encourages others to capitalise on every opportunity and trust in their own abilities.

As the Regional Head of Trade Sales for MEA, Docherty has set ambitious goals to strengthen Cathay Pacific’s presence in the region. One of her primary objectives is to promote Cathay Pacific as the carrier of choice for business, leisure, and personal travel. The airline already services more than 80 passenger destinations globally, a number that will expand to 100 by 2025.

“We are also focused on introducing new leisure destinations and promoting Hong Kong as a premier travel destination,” she says. “Cathay Pacific provides seamless connections to the Greater Bay Area through Hong Kong International Airport, so there’s a lot for travellers to explore.”

Advocating for Women’s Empowerment in Aviation

While Docherty hasn’t implemented specific initiatives at Cathay Pacific for women in aviation, she strongly advocates for empowerment and equality. “I always say to women rising in the aviation sector: If you can dream it, you can do it,” she shares. She believes that age, gender, or race should never limit a person’s growth in the industry, and she continues to champion this message in her leadership and mentorship. Her advocacy for women in aviation is a driving force in her leadership approach.

Leadership Advice for Aspiring Women in Aviation

Docherty’s advice to women aspiring to take on leadership roles in the aviation industry is rooted in ambition, drive, and clear goals. “It takes ambition and a willingness to succeed,” she says. “Working at Cathay Pacific, a company that fosters equality and inclusion, has been instrumental in my career progression.” She stresses the importance of being clear about goals and leveraging the skillsets of male counterparts as well. According to Docherty, success comes when everyone—regardless of gender—is encouraged to excel.

Adapting to Shifting Customer Trends

In recent years, Docherty has observed notable shifts in customer behaviour, including a growing appetite for travel and exploration. “Corporate travellers are combining business trips with leisure, and there’s a rise in solo and wellness travel as people maximise their opportunities to explore new destinations,” she notes.

These changes are driving Cathay Pacific’s strategic response to meet evolving traveller demands, and the airline is adapting to these trends by offering flexible and diverse travel options.

Docherty credits her leadership style to the people she’s crossed paths with in her career. “Every person I have worked with has shaped who I am today,” she reflects. The opportunity to showcase her skills and work ethic, paired with the support and trust of colleagues, has been a significant factor in her success.

She firmly believes that trusting and empowering her team leads to the highest levels of efficiency and productivity, driving both individual and organisational success

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