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Swoop sunk into WestJet as integration is completed

photo_camera Swoop's swansong comes after five years of trading (Pic: File Photo)

Canadian LCC WestJet Group has completed the integration of its ultra-low-cost carrier, Swoop, into WestJet’s existing 737 operations meaning the five-year-old Swoop brand is now inoperative.

Like others in the industry, WestJet has moved away from the so-called ‘true’ ULCC model, instead offering a variety of services and fares on each flight.

Neither crew nor prospective passengers are likely to be affected to any great extent as Swoop employees will transfer to WestJet, which in turn is embarking on a densification programme for the economy section of it’s cabins, enabling a basic fare to be kept as low as possible.

READ: Q&A with Kirsten de Bruijn, executive vice-president, WestJet Cargo

“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,” said Alexis von Hoensbroech, WestJet Group Chief Executive Officer. “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.”

After five years of operating a ‘true’ ULCC in Canada, WestJet’s experience is crucial for its low-cost strategic approach. With the largest narrow-body order book in the country, the airline is set to utilize Swoop’s ultra-low cost product, offering low fares and a range of affordable vacation packages across its narrow body fleet. WestJet’s plan includes densifying the rear section of its 737 aircraft, while retaining a premium cabin up front, enabling them to provide a spectrum of in-flight offerings, from ultra-low-cost to premium, on every plane in its fleet.

“We want to commend all current and former Swoop employees on a job well done. Thank you for your hard work, commitment and passion that made Swoop possible,” concluded von Hoensbroech.

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