The seating benefit for Platinums is one of the biggest gaps in WestJet Rewards -- compared to WestJet's competitors.

At their core, airline loyalty programs get me to direct my business to a specific airline when I'm traveling solo (i.e. for work) primarily so that I can enjoy benefits when I travel for leisure -- with family or friends. WestJet is unique in that, as a Platinum, after I use up my limited pool of vouchers, I need to pay up in order to enjoy travel with my family.

The Y cabin preferred seating benefits for each airline's highest tier customers:

Air Canada: "You and your travel companion(s) travelling on the same reservation can enjoy complimentary Preferred Seat selection"
United: "Complimentary Economy Plus at time of booking for you and up to 8 travel companions on the same reservation"
Delta: "Unlimited complimentary upgrades to Delta Comfort+ for the member and a companion shortly after ticketing"

WestJet: "Unlimited advance seat selection may be used for Platinum member only. Six one-time use advance seat selection vouchers awarded to the member may be redeemed for other guests travelling with the member on the same reservation." But ... after you use up those 6 vouchers, pay up if you want to sit with your family. Oh, and thanks so much for your business.

I don't dislike WestJet Rewards. But this one feature - having to pony up more $$ to have my family sit with me (after I use up my limited allotment of 'free') - is really frustrating.