WESTJET UltraBasic Fares

WestJet recently announced the introduction of its UltraBasic fare, replacing the airline's basic fare option. However, this new offering comes with some restrictions, as detailed in an email sent to WestJet members.

Under the UltraBasic fare, passengers will not be allowed carry-on bags, except for those on transatlantic or transpacific flights or those who purchase the airline's extended comfort option. Instead, passengers can check a bag in advance for an additional fee and bring a personal item that fits under the seat in front of them. Bringing a carry-on bag to the gate will result in both a checked bag fee and an additional service fee.

Additionally, passengers opting for the UltraBasic fare won't earn WestJet points through the airline's rewards program for their flight. Seat assignments, including middle seats, will be at the back of the plane, and there's no guarantee of sitting with travel companions unless seats are chosen for an additional fee.

Those who choose the UltraBasic fare will board the plane last, and changes, cancellations, or refunds for the flight are not permitted.

WestJet stated that these changes aim to expedite boarding, optimize cabin space, and enhance the overall travel experience.

Graeme Bligh, a frequent flier and founder of The Canadian Jetsetter travel website, sees this move as reflective of the industry trend towards resembling European low-cost carriers, where passengers are charged for additional services.

While the UltraBasic fare introduces more a la carte options and potentially lower prices, the impact on overall competitiveness remains to be seen.

Bligh pointed out that the new UltraBasic fare tackles a common issue faced by airlines: limited overhead baggage space. Since airlines like Porter Airlines, Air Canada, and WestJet started charging for checked bags in 2014, more passengers have opted to bring carry-on luggage instead.

This surge in carry-on bags has led to challenges in boarding efficiency and availability of overhead space. By restricting carry-on privileges under the UltraBasic fare, WestJet aims to address these issues and potentially improve boarding times and cabin space availability.

John Lawford, Executive Director and General Counsel of the Public Interest Advocacy Centre in Ottawa, sees this move by WestJet as a deliberate business strategy. It aligns with the airline's efforts to optimize operations and enhance the overall travel experience for passengers.

Lawford noted that WestJet's introduction of the UltraBasic fare allows the airline to operate as if it were a low-cost carrier, a regular carrier, and a premium carrier all at once. By segmenting the aircraft and offering different experiences for different fare classes, WestJet is essentially creating three tiers of service within a single flight.

This approach broadens consumers' perception of the available options, with offerings ranging from first class to extended economy, economy, and now this new lower class. It reflects a strategic move by WestJet to diversify its offerings and cater to a wider range of traveler preferences.

Whether other airlines will follow suit remains to be seen and may depend on consumer reaction and the level of competition in the market. The success and acceptance of the UltraBasic fare will likely influence the decisions of other carriers in shaping their own fare structures and service offerings.