WestJet Officially Closes Swoop

WestJet has officially completed the integration of Swoop into its mainline business as part of reorganisation efforts.

WestJet announced the development in a press release.

Saying Goodbye To Swoop

In recent years, Swoop has offered ultra-low-cost flights to customers across North America.

Its operations relied on Boeing 737 family aircraft and reflected five years of development and WestJet’s understanding of the ULCC market.

However, as part of WestJet’s efforts to optimise its group, it decided to shut down the low-cost brand and integrate it into mainline WestJet.

Looking Ahead At The WestJet Group

WestJet says that instead of operating just 16 aircraft in the ULCC market, it can now leverage its mainline 180-strong fleet. It would offer affordable travel through a premium in-flight experience.

Concerns, however, over Swoop’s closure and its integration into WestJet have remained. This comes as Canadians worry that WestJet will not offer cheap fares despite claims it will.

Additionally, WestJet has laid out plans to densify the rear section of its 737 aircraft with additional seating. It’ll retain a premium cabin up front, however.

These aircraft adjustments are set to let WestJet offer a broad spectrum of services and keep seats cheap wherever possible.

Comments From Executives

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. 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.

Alexis von Hoensbroech, WestJet Group Chief Executive Officer.

Further Expansion From Other Low-Cost Canadian Airlines

Despite integrating Swoop into mainline WestJet, other Canadian low-cost carriers still exist in the market.

This notably includes Flair Airlines and Lynx Air, which’ve jointly announced significant expansions in recent years and months to boost connectivity.

The Canadian market has heated up significantly in recent years, with more carriers entering. These new companies have sought to expand and compete with premium and long-standing carriers.