WestJet eliminates seat sales, slashes full-price fares

WestJet Airlines has adopted a new pricing strategy of getting rid of seat sales in favour of offering every-day low prices and chopping up to a quarter off its highest fares.

The low-cost carrier said Thursday the move will reduce volatility plaguing passengers by providing lower fares across the board, and slashing 25 per cent off full-price 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

The Calgary-based airline is the second-largest carrier in Canada, and is known for its low fares, folksy customer service and increasingly competitive stance to rival Air Canada. The reduction in higher priced fares is seen as attracting more business travelers, a key component of chief executive Gregg Saretsky’s strategy to grow the company.

domeara@theherald.canwest.com