Westjet Swoops in with New Ultra-Low-Cost-Airline
Jeff Edwards September 28, 2017
WestJet says that Swoop Airlines, their new low-fare venture expected to launch next summer, will sell tickets at a 40 percent discount over fares currently offered by the mainline carrier.
On Wednesday, WestJet revealed details about the planned launch of an ultra-low-cost-carrier (ULCC). The new low-fare airline will be named “Swoop” and WestJet officials say the new airline will begin selling tickets early next year.
“The name Swoop denotes exactly what we plan to do,” WestJet Executive VP Bob Cummings said in a statement unveiling the new Calgary-based airline. “It’s a powerful verb that demonstrates that we plan to swoop in to the Canadian market with a new business model that will provide lower fares and greater opportunity for more Canadians to travel.”
Cummings says that Swoop will offer fares that are about 40 percent less expensive than tickets on the mainline carrier. The new no-frills airline will operate a fleet of Boeing 737-800 aircraft.
WestJet officials say that the yet-to-be launched airline already has several things going for it that will help to ensure the ambitious undertaking’s long-term success. According to the company, Swoop will operate as Canada’s only true ultra-low-fare carrier. Basing operations in Alberta is expected to help the new airlines corner an underserved market, while taking advantage of reduced cost, a ready labor pool and an established infrastructure.
“We are confident our unique combination of expertise in the Canadian aviation industry and deep knowledge of the ULCC market will ensure the success of Swoop and help more Canadians take to the skies, “ Cummings promises.
[Photo: Ed Warner]
Westjet may burn most of the goodwill that they have from Canadian flyers with this move. I've rarely met anyone that gets nickled and dimed to death by the ULCC that's happy about it, and I think Westjet is going to end up with a reverse halo effect happing, particularly if they take the Air Canada route of changing over existing routes to their low cost, sandwiched in like sardines, carrier.