2023-2024 in Canadian aviation has been an interesting time. Every major airline, flying within Canada, has made a large announcement. Each announcement has provided incredible insights on how consumers should perceive these changes and which consumers airlines are trying to attract.

Most noteworthy announcements are:

• Swoop integrated into WestJet,
• Sunwing acquired by WestJet with plans to cease operations in 2024,
• Air Canada slashing Calgary flights,
• Lynx Airlines ceased operations,
• Porter has continued their expansion within North America,
• WestJet announces ultra-basic fares,
• Porter announces growth for Ottawa airport,
• Air Canada offers complimentary drinks and snacks on all flights within North America.

What does it mean for consumers?

Air Canada is a leader across Canada

Fully Refundable Economy Class Fares

Air Canada is one of only two airlines, within Canada, to offer fully refundable fares in Economy Class. Porter Airlines is the other airline, however, unless you are based in Toronto or Ottawa, Porter is only a realistic option for a limited set of routes.

If your travel plans are flexible, and you absolutely need a refundable fare booking, Air Canada is the only airline to provide extensive domestic connectivity within Canada.

Scheduled Capacity within Canada

Other than any flight route touching Alberta, Calgary or Edmonton, Air Canada has more capacity than any other airline in Canada. In November 2023, Air Canada had 1.8 million seats on sale. WestJet, in comparison, had just over 1m seats on sale.

I use Vanocuver and Toronto as a perfect example, Air Canada flies nearly every single aircraft between Vancouver and Toronto. The only aircraft I have not seen scheduled on a flight between those cities are the planes that do not have the range to fly them non-stop. In addition to that, you have a choice of Economy Class, Premium Economy, Domestic Business Class, and Signature Class. By far, the most seating options between those two destinations.

WestJet on the other hand, flies a fraction of the number of flights of Air Canada, some of which are operated by their Swoop aircraft. Swoop aircraft, of course, are designed to compete against Flair Airlines, rather than Air Canada.

WestJet is a leader for Alberta but has Major Issues

Albertans have no choice

I do not think this is said enough. If you are a leisure traveler or a business traveler, WestJet will give you the most options flying out of Alberta. With Air Canada slashing routes from Calgary, it is almost like they conceded to WestJet, realizing they will never be dominant in Calgary or Alberta.

WestJet is aligning itself to Flair

With the announcement of Ultra Basic fares, it is very clear, WestJet is aligning themselves to Flair Airlines, while trying to complete with Air Canada and Porter for the main business carriers.

Despite the online flak they got, with Beaverton even writing an article about Ultrabasic on WestJet and Flair taking a dig at them on social media, people often forget, Porter also has these ultra basic tickets. However, I suspect Porter gets away with it because everyone loves Porter Airlines.

WestJet has the worst loyalty program in Canada

Loyalty is important for a frequent flyer. WestJet has by far the worst loyalty program in Canada. Their earn rates are extremely low, and their perks at each tier is quite disappointing.

The biggest perk is their 2-for-1 companion pass vouchers on revenue tickets. However, other than Premium Economy travel, the companion vouchers are normally not worth what they are sold as, because of high taxes, carrier surcharges and low base fare values. Air Canada priority rewards are a much better incentive for frequent flyers.

The only good thing about WestJet elite status is that they come with complimentary gate upgrades, like our counterparts across the border. However, paid upgrades to Premium Economy are quite cheap, so, I am not convinced this benefit is that valuable.

Poor flying experience

WestJet do not make it obvious when you are flying on an ex Swoop aircraft. What’s more embarrassing is that they offer this aircraft on premium routes such as Vancouver to Toronto. That’s very embarrassing for a major carrier to be flying an aircraft in a low cost configuration. That aligns itself perfectly with Flair airlines.

Porter is a growing airline

I am seeing more clients, budget, premium leisure and even business travelers flying in Economy asking about options on Porter. It is clear, however, that they consider Porter, when they do not have any loyalty towards Air Canada or WestJet.

Everyone loves Porter

Porter is a better flying experience in Economy Class. They give you complimentary high speed Wi-Fi, and they are the pioneers of free alcohol and snacks in Economy Class. Nobody I have spoken with has complained about Porter.

Porter also has Ultra Basic fares

Let’s not forget, Porter also has ultra-basic fares. Except, Flair did not take a dig at them, and Beaverton do not write about them. However, with a good brand reputation, people often overlook the flaws.

Air Canada tried to pull a move to align itself similar to WestJet, with paid seating only for Standard economy class tickets, however, the backlash was so strong, they ultimately had to reverse course.

Flair is just Flair

They are cheap. They are keeping flying cheap within Canada, especially on routes that they compete with Air Canada, Porter and WestJet. Even if you hate flying them, you must love them. They are keeping fares low, for the Canadian consumers.

If you ever want to remind yourself, look at flights between two destinations that are not offered by Flair. Then compare it against a similar pair that is operated by Flair. You will be glad Flair exists. Because they are that cheap.

Conclusion

For consumers, a lot has happened. However, Canadian aviation will continue to be interesting to see how things evolve. Especially with Porter announcing a Vancouver base. WestJet and Air Canada should continue to be scared.