WestJet Airlines is one of Canada’s prominent airlines, renowned for its extensive network and low-cost service model. Founded in 1996, it started as a regional, low-cost carrier with just three aircraft and five destinations. Over the years, it has transformed into a major airline serving both domestic and international routes, becoming a significant player in the Canadian aviation industry.

WestJet was founded by Clive Beddoe, Don Bell, Mark Hill, and Tim Morgan, with a vision to create a low-cost airline offering affordable travel options for Canadians. At the time of its establishment, Canada’s airline industry was dominated by Air Canada, with Canadian Airlines also holding a significant market share. WestJet aimed to disrupt this duopoly by offering lower fares and a different travel experience, drawing inspiration from successful low-cost carriers like Southwest Airlines in the United States.

Initially, WestJet operated out of Calgary, Alberta, using Boeing 737 aircraft to serve five Western Canadian cities: Calgary, Edmonton, Kelowna, Vancouver, and Winnipeg. Its low-cost structure allowed it to attract a substantial customer base, which helped the airline expand rapidly.

The early 2000s marked a period of significant expansion for WestJet. By 2000, the airline had extended its network across Canada and began exploring international destinations. In 2004, WestJet made its first foray into the U.S. market, launching flights to Los Angeles, San Francisco, Phoenix, and New York. This move was part of a broader strategy to attract leisure travelers and compete with legacy carriers on key routes.

WestJet’s expansion continued throughout the decade, including the launch of seasonal services to various sun destinations such as Mexico and the Caribbean, catering to Canadians seeking warm-weather vacations during the winter months. The airline’s success was underpinned by its focus on maintaining a low-cost structure, which allowed it to keep fares competitive while providing a positive customer experience.

While WestJet initially gained popularity as a low-cost carrier, it eventually began transitioning toward a full-service airline to attract a broader range of customers. In 2013, the company launched WestJet Encore, a regional subsidiary aimed at serving smaller Canadian communities. Using Bombardier Q400 turboprop aircraft, WestJet Encore enabled the airline to connect more cities across the country and feed passengers into its mainline network.

The introduction of WestJet’s premium economy seating option, known as “Plus,” signaled a move towards catering to business travelers who sought more comfort and flexibility. This shift continued with the launch of WestJet’s first business class cabin on its Boeing 787 Dreamliner aircraft in 2019, as the airline sought to compete with major players like Air Canada on transcontinental and international routes.

The decision to add wide-body aircraft to its fleet marked a significant milestone, as it allowed WestJet to expand its reach to long-haul destinations. The airline’s first 787 Dreamliner route was from Calgary to London Gatwick, followed by service to other international destinations, including Paris and Dublin. The new aircraft brought enhanced comfort and in-flight entertainment, attracting passengers who might not have previously considered WestJet for long-haul travel.

WestJet’s corporate culture has played a key role in differentiating it from its competitors. The airline is known for its employee ownership program, which allows staff to become part owners of the company. This program has fostered a sense of pride and responsibility among employees, contributing to high levels of customer satisfaction.

The airline has frequently been recognized for its customer service and has won numerous awards for its friendly and efficient staff. The WestJetters, as they are called, have cultivated a reputation for providing a warm and welcoming atmosphere onboard, often incorporating humor into announcements and interactions. This approach has helped WestJet build a loyal customer base that appreciates a more personable travel experience.

Despite its growth and success, WestJet has faced numerous challenges throughout its history. The airline industry is notoriously competitive, with fluctuating fuel prices, regulatory hurdles, and economic cycles posing constant risks. WestJet’s low-cost business model also put it at odds with legacy carriers, leading to pricing battles and route competition.

WestJet’s strategy of expanding its network and transitioning to a full-service model brought about operational challenges. With the addition of more complex routes and aircraft types, the airline needed to invest significantly in staff training, maintenance, and infrastructure. The introduction of long-haul flights required new investments in pilot training for wide-body aircraft, as well as enhancements in cabin service standards to compete with other major carriers.

Furthermore, the entry of ultra-low-cost carriers like Flair Airlines and Swoop, which was actually a subsidiary launched by WestJet in 2018, added another layer of competition in the Canadian market. Swoop was created to capture the price-sensitive segment of the market and compete with other low-cost operators, offering a no-frills travel experience.

In May 2019, WestJet announced that it had agreed to be acquired by Onex Corporation, a private equity firm, for approximately $5 billion CAD, including debt. This acquisition marked a significant shift for the airline, as it transitioned from a publicly traded company to a privately held entity. The deal was finalized in December 2019, just months before the global aviation industry faced unprecedented disruptions due to the COVID-19 pandemic.

The COVID-19 pandemic had a profound impact on WestJet, as it did on the entire airline industry. Travel restrictions, border closures, and a dramatic decline in demand for air travel forced the airline to make substantial adjustments. WestJet, like many other carriers, was compelled to reduce its workforce, ground a significant portion of its fleet, and suspend numerous routes.

To navigate the challenges posed by the pandemic, WestJet implemented a variety of measures, including enhanced cleaning protocols and flexible booking policies. The airline also had to negotiate government support, like the rest of the aviation sector, to ensure its survival. The situation prompted WestJet to rethink its business strategies and restructure operations to adapt to a drastically changed travel landscape.

As travel demand began to recover, WestJet gradually reinstated suspended routes and resumed expanding its network. The airline has focused on rebuilding its domestic and transborder schedules, as well as reintroducing international flights to popular destinations. WestJet has also placed an emphasis on enhancing its premium product offerings, particularly in its business class cabins, to attract higher-yield customers.

The airline continues to face competition from Air Canada and emerging ultra-low-cost carriers, necessitating ongoing efforts to balance cost management with service quality. WestJet’s future plans include further growth in long-haul markets, especially with the Boeing 787 Dreamliner, which positions it to better compete in the lucrative international travel sector.

WestJet Airlines has come a long way from its modest beginnings as a regional, low-cost carrier in Western Canada. Its evolution into a full-service airline with a growing international presence demonstrates adaptability and resilience in a highly competitive industry. Despite challenges, including competition from legacy carriers and the recent impact of the COVID-19 pandemic, WestJet’s focus on customer service, corporate culture, and network expansion positions it well for continued success in the future.