WestJet: LCC to “high-value
global network airline” — October 2018

Canada’s WestJet is in the midst of an ambitious transformation from an upmarket LCC into a full-service airline that caters for every kind of travel need. This involves scaling up the new ULCC unit Swoop, launching 787 operations in January, building a long-haul network to Asia and Europe, developing a dedicated premium cabin product, and capturing a greater share of premium travellers.  WestJet also needs to secure a contract with its unionised pilots and keep unit costs in check.

The strategic shift, unveiled in February 2017, seemed risky from the start, but WestJet’s track record of profitability and executing multiple strategic projects since 2010 won over the initial critics.