Porter Airlines Challenges North American Rivals With 'Elevated' Economy

As it prepares for major expansion throughout North America using new Embraer E195-E2 aircraft, Porter Airlines has unveiled an onboard product it says will "elevate" the economy air travel experience that has "eroded" in recent years.

"Other airlines have been focused on taking away perks and comforts for decades, but we believe that people should actually enjoy flying as economy passengers. It is possible, as we know from having already redefined regional travel over 16 years ago," said Michael Deluce, president and CEO, Porter Airlines.

"Now we're ready to do it for a broader North American market in a way that no traditional or low-cost carrier is willing to. It's an enhanced experience that builds on our reputation for providing an elevated level of service to every passenger at reasonable prices in a single class of service," Deluce added.

Porter's existing in-flight service - considered among the most generous in the regional travel market - will continue to see all guests offered complimentary beer and wine served in glassware, along with a selection of premium snacks. The introduction of the E195-E2 will also bring all passengers free, fast WiFi, with full access to web surfing or streaming favourite entertainment platforms.

Porter's current two-by-two cabin seating is also coming to longer-haul jet travel. This ensures that every passenger enjoys more personal space, thanks to being the only airline with no middle seats on every flight.

Porter will now offer two variations of its one-class economy service, with one described as all-inclusive, the other as a la carte.

PorterReserve: Porter is introducing a new, all-inclusive economy experience called PorterReserve, which it says is unlike anything offered today in North America.

At a price Porter says will be "significantly lower than business class," Porter will offer passengers dedicated airport check-in, early boarding, enhanced legroom, fresh meals on longer flights, Porter's signature beer, wine and premium snacks, cocktails, two checked bags and the ability to change flights without a fee.

PorterReserve will be available on every Porter flight. When flying on the E195-E2, this includes the first four rows of the cabin (16 seats) and offers 36 inches of seat pitch, which is similar to business class legroom on other narrow-body aircraft. On Porter's Dash 8-400 fleet, PorterReserve will be in the first two rows (six seats) with 32 inches of seat pitch.

PorterClassic: Porter's traditional economy experience is now referred to as PorterClassic. This includes free beer and wine in glassware, and a selection of premium snacks. On flights over 2.5 hours, passengers may also purchase the same high-quality individual fresh entrées and cocktails available in PorterReserve. There is also the option to select additional perks, such as extra legroom, extra baggage and travel flexibility.

Passengers travelling with a PorterClassic fare will have 30 inches of seat pitch on every Porter aircraft. On the E195-E2, they may also purchase one of 20 PorterStretch seats, offering a minimum of 34 inches of seat pitch.

"The vast majority of people travel in economy and must tolerate an eroded experience with few, if any, amenities or services," said Kevin Jackson, EVP and chief commercial officer, Porter Airlines.

"Porter's approach disrupts this model by showing that it is possible to respect the needs of economy travellers and make them feel valued by providing a quality, generous experience at competitive prices. We will do this unlike any other North American airline, with style, care and charm."

New fare options: Porter will expand its fare options to support the new product offering. Its four existing fare options will be aligned with PorterClassic and two new fares being introduced with the PorterReserve experience. Fare details will be available at the same time as the first E195-E2 routes are announced, which is expected to be before the end of the year.

New destinations: Porter is the North American launch customer for Embraer's E195-E2, which provides the ability to operate throughout North America, including to the west coast, southern U.S., Mexico and the Caribbean. The aircraft will initially be deployed from Toronto Pearson International Airport, with Halifax, Montreal and Ottawa also seeing new service with the E195-E2 over time. The first of up to 100 new aircraft are scheduled to be delivered to Porter this year and initial routes will be announced in December.

Porter's existing Dash 8-400 regional fleet will continue operating to more than 20 destinations, with a main base at Billy Bishop Toronto City Airport.

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