WestJet Group has completed the integration of its ultra-low-cost subsidiary Swoop into the carrier’s existing 737 operations.

The Canadian airline said it will “leverage the successes and learnings from five years of operating Canada’s first ULCC across its growing airline to enhance its ability to serve a broader spectrum of guests”.

Instead of serving the ultra-low-cost market on only 16 aircraft, the combined 180 strong fleet will transition to offer “ultra-affordable travel options through to a premium inflight experience on each of its aircraft”.

“As the first ULCC to enter the Canadian market, in 2018 Swoop pioneered the no-frills product in Canada and was best-in-class in generating ancillary revenues,” said Alexis von Hoensbroech, WestJet Group chief executive officer.

“By keeping costs low, Swoop was able to offer the most competitive fares and appeal to Canadian travellers of all demographics. As we conclude this integration, we will learn from Swoop’s successes to best serve our guests with diversified product offerings that meet a variety of needs.”

WestJet strategic approach

After five years of operating a true ULCC in Canada, WestJet said its experience was crucial for its low-cost strategic approach.

With the largest narrow-body order book in the country, the airline is set to use Swoop’s ultra-low cost product, offering low fares and holiday packages across its narrow body fleet.

WestJet’s plan includes densifying the rear section of its 737 aircraft, while retaining a premium cabin, enabling them to provide a range of in-flight offerings, from ultra-low-cost to premium, on every plane in its fleet.

“We want to commend all current and former Swoop employees on a job well done. Thank you for your hard work, commitment and passion that made Swoop possible,” said von Hoensbroech.
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