Speaking to the Calgary Chamber of Commerce, WestJet Group CEO Alexis von Hoensbroech provided an update on the progress the company is making toward its new strategic direction, introduced last summer. The strategy puts the focus on building a "strong, resilient low-cost airline that has a clear runway for growth."
"We are now seeing the benefits of our new strategy coming to life across Canada; it is ambitious, laser-focused on our strengths and brings back more of what Canadians love about WestJet," said von Hoensbroech.
"At WestJet, our proposition is to 'love where you are going.' This plan focuses on just that -- where we are going as an airline, as an employer, and as a connector of people, businesses and communities across Canada. It will strengthen our airline, ensure our long-term profitability and set us apart from our competitors."
In his remarks, von Hoensbroech summarized WestJet's progress against its growth plan in three key areas:
-- Returning WestJet to its roots as Western Canada's home carrier.
-- Growing its leisure and sun destination offering across all of Canada and connecting Canadians with domestic service from coast-to-coast.
-- Providing affordable airfares as a low-cost carrier (LCC).
WestJet Boeing 737 (WestJet Media License)WestJet says advancements in these areas include:
-- Returning to its roots as Western Canada's home carrier.
-- Committing significant capacity growth into Calgary to double its offering to more than 20 million annual seats before 2030, including basing all intercontinental Boeing 787 Dreamliner flying in Calgary.
-- Double-digit capacity growth across most major and mid-sized airports across Western Canada.
-- Introducing 20 new routes and three new destinations between Western Canada and the United States, including new non-stop service to Washington, Detroit and Minneapolis, with new routes added to Atlanta, Austin, Chicago, Nashville and Seattle.
-- Expanding sun and leisure flying across Canada and focused growth in Eastern Canada.
-- Expanding direct flights with a 13% increase in total capacity between Eastern and Western Canada.
-- Securing all required regulatory approvals for WestJet's proposed acquisition of Sunwing Airlines and Sunwing Vacations and nearing the close of the transaction.
In his address, von Hoensbroech stressed that WestJet is not abandoning plans for growth in Eastern Canada.
"I want to be clear on this point, we will be growing in the East. Our growth in the East will focus on point-to-point travel to Western Canada, and all elements of leisure travel. WestJet's position as Eastern Canada's leisure airline will be further strengthened once the acquisition of Sunwing is concluded."
Von Hoensbroech said WestJet is taking steps to advance the airline's "traditional cost advantage over its main competitors."
"We are returning to being the friendly, reliable and affordable airline Canadians love. With this plan, we are focusing on what made WestJet successful when then airline was first introduced to Canada - operating as a stronger, more resilient low-cost carrier delivering a modern experience to our guests at an affordable price," said.
The airline has also introduced an Operational Excellence program that it says will re-design the experience across all touchpoints of a potential disruption throughout the travel journey, with a focus on digital enhancements, IT infrastructure management and operational resilience.
More information on WestJet's growth strategy is available here.
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