Skybound legacy: Devika Ellepola’s trailblazing journey in aviation

Devika Ellepola

Devika Ellepola with her role model Emirates Airline President Sir Tim Clark

Aviation is an economic driver and for Sri Lanka, a main factor for economic development, apart from tourism, would be alliances with other airlines that fly to the furthest points of the globe as Sri Lanka should not narrow itself to main or popular destinations. I am of the belief that people from all over the world should be aware of our island paradise. Innovation and strategic investments will unlock Sri Lanka’s full potential and sustain its upward trajectory

• Devika Ellepola, the first female sales manager of an airline in Sri Lanka resigns from Emirates after 35 years of service
• Excelled in a male-dominated industry, achieved record sales and broke the perception in Sri Lanka that Emirates was an airline for those seeking employment in the Middle East
• Won hearts at Emirates not just as an exceptional head of passenger sales but also as a mentor, an empathetic colleague and friend 

Inimitable Devika Ellepola who created history as the first female sales manager for an airline in Sri Lanka recently retired from the role of Head of Passenger Sales for Emirates, after growing and transforming with the 39-year-old airline that she says will “always be a part of her”. In an exclusive interview with Daily FT, she reminisced about her early years, her career, family and her plans post-retirement.

By Uma Chandrasiri

Q: Tell me about your young days and the start of your career.

I am a Law Graduate who dreamed of becoming a doctor, a racing car driver and a pilot but I had to change course when family responsibility fell on my shoulders with my father’s failing health. After completing my high school education at St. Bridget’s Convent and a law degree, I stepped into the corporate world and joined initially Aitken Spence Travels and then Air Lanka ticketing in 1984, forgoing the lecture halls of the medical faculty and my barristers’ qualification. I then transitioned to the sales division of Emirates Airline in 1989, with no prior experience in the field, bar a strong vision and a passion for excellence. My father used to say that he didn’t have a son to carry on his legacy and I needed to step up and fill this void.

(Devika speaks with admiration and love for her parents who always supported her dreams and particularly her father who also inculcated in his fearless daughter that being female is not restrictive of one achieving the world. He would be proud to see that his daughter did just that.)

Q: How did your career pan out with Emirates?

Since my early days at Emirates, I pushed boundaries as I realised that I could do much more than sell singular sectors such as Colombo-Singapore which was my specific assignment as we had just commenced flights to Singapore from Colombo. I had to sell beyond and to achieve the desired results and I networked with airlines such as Qantas, Korean and Japan Airlines through local interline agreements. I never confined myself to just what I was expected to achieve. I had to wear numerous hats during my career with Emirates and was not just the head of sales to a team of 10, I was also their mentor, friend and confidante. Time and time again I went beyond the responsibilities of a manager as I listened to stories of struggles and helped firm up valentines’ dates.

I also imparted to my young team my guiding principles of honesty and integrity while meeting and exceeding revenue targets and ensuring unparalleled customer service. Today, some of my understudies are country managers of leading airlines while others hold senior management jobs globally, and I’m content that in retrospective I have managed to help build lives, not just perform routine tasks. I also firmly believe that one cannot be a good leader without empowering staff.

I never confined myself to what was expected of me – I always went beyond

Q:  Could you elaborate on some of your career highlights?

Shining in a male-dominated industry was one while breaking the perception that Emirates was predominantly an airline for those seeking employment in the Middle East, was another. I also built long lasting relationships through connections with my customers and the travel trade and am proud of the initiatives I brought into the airline such as rallying and hosting weekend events out of Colombo. I strived to ensure that Emirates stood out from all other airlines. In the year 2007, I handled dual roles filling the void created by a retired country manager and was rewarded with appreciation when the station brought in record revenue that year.

Q: Who has been a mentor/role model at Emirates for you?

I have immense admiration for the Emirates Airline President Sir Tim Clark, whom I consider as my role model and whose vision, passion and dedication have influenced me. In my opinion, his visionary leadership is transforming Emirates into a global aviation powerhouse.

Emirates is in my DNA, I grew up with it

Q: How did you find work/life balance in such a challenging and responsible role at one of the world’s leading airlines?

I knew from the very beginning that my career would not disrupt my family life, and I think I succeeded in balancing a demanding career with family life. It was important for me that I was always there for the foundational years of my only child. I had to reject several offers of relocation to Dubai and to spearhead Emirates’ Shanghai operation – career advancements that I do not regret when I look at my grown and grounded daughter who is the light of my life.

Q: What are the challenges you faced at the start of your career?

As the first female sales manager for an airline in Sri Lanka, I had to navigate my way through a male-dominated industry and produce the desired results. Later, the industry faced numerous challenges such as the ethnic conflict, the tsunami, the Easter bombing, COVID-19, the recent economic crisis and the depreciation of the currency and these created various challenges that required specific strategies to be applied within an extremely volatile environment.

You cannot be a good leader unless you empower your staff

Q: Could you share some industry insights with me?

Today’s aviation industry is challenged by delays in aircraft deliveries and the supply issues and increasing prices of fuel. Profits are thinning out and for an airline to achieve its targets, a considerable amount of forward planning, forecasting and contingency planning must happen. Furthermore, the forecasted growth in passenger movement is to be witnessed in the Asia-pacific region. I also feel that most countries have surpassed or come close to surpassing the pre-COVID levels of passenger traffic. Aviation is an economic driver and for Sri Lanka, a main factor for economic development, apart from tourism, would be alliances with other airlines that fly to the furthest points of the globe as Sri Lanka should not narrow itself to main or popular destinations. I am of the belief that people from all over the world should be aware of our island paradise. 

Q: What is your opinion on the future of the aviation industry in Sri Lanka?

The global airline industry is set for a positive 2025, with capacity and passenger demand expected to exceed pre-pandemic levels. In particular, Asia Pacific’s aviation market is emerging as a key player in shaping the future of global air travel. Challenges such as aircraft shortages geopolitical and economic volatility including operational costs, continue to linger. Nevertheless, it is important that Sri Lanka strengthens partnerships with airlines with growing networks to tap into wider global travel, particularly since Sri Lanka has been recognised as the most family-friendly country for 2025 by Conde Nast Traveller and is also a top destination for solo female travel. Innovation and strategic investments will unlock Sri Lanka’s full potential and sustain its upward trajectory. 

It is my time now to give back to society. I plan on utilising my wealth of experience as an aviation specialist along with my compassion and empathy to improve communities. In this walk of life, I feel I have accomplished much as a human and now I want to be out there as a mentor, I want to give back and I want to change the thinking of young people towards positivity

Q: What are your plans post-retirement?

I feel that it’s my time now to give back to society. I plan on utilising my wealth of experience as an aviation specialist along with my compassion and empathy to improve communities. In this walk of life, I feel I have accomplished much as a human and now I want to be out there as a mentor, I want to give back and I want to change the thinking of young people towards positivity.

Disclaimer – the views expressed by Devika Ellepola are her own and do not represent the organisation she represented.