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WestJet Airlines Ltd. has adopted a new pricing strategy, getting rid of the wait for seat sales in favour of offering everyday low prices, and chopping up to a quarter off its highest fares.


“Feedback from our guests shows that they are frustrated at the unpredictability of fares with seat sales only available up to a few months in advance,” said Hugh Dunleavy, vice-president of strategy and planning.


“As part of this new strategy, fares at the higher end of the spectrum will be reduced. For those guests who, for one reason or another, have to travel at the last minute or at peak travel times like Christmas, we’ve significantly reduced those fares to make them more affordable.”


WestJet said the new fare structure comes into effect immediately.


Calgary-based WestJet is the second-largest carrier in the country next to Air Canada, and is already known for having generally lower fares. The reduction in higher priced fares is seen as attracting more business travellers, a key component of chief executive Gregg Saretsky’s strategy to grow the company.


(Courtesy of the Calgary Herald via. The Financial Post)

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