It's WestJet-speak for "We've given up on competing with Air Canada or on becoming a successful version of Canadian Airlines and are retreating to our own niche."

This is their way of explaining the retreat from domestic service within Eastern Canada, the continued refusal to join an international alliance and the lack of a useful frequent flyer program: 'What do you expect? We're a leisure carrier.' In other words, lower your expectations.

"Canada's leading leisure carrier" is also not a high bar to hit when WestJet has taken over one of its key rivals for the title and is merging it out of existence.