WestJet Market Stimulation Research

The Challenge

WestJet is a very significant low cost carrier in Canada that currently operates with a fleet of  89, B737, aircraft. Since commencing operations  in 1996, the airline had experienced extensive growth in the Canadian domestic market by initiating air services to many popular destinations. However, going forward, it wished to serve some of the less obviously attractive Canadian markets and to introduce US services. WestJet engaged InterVISTAS to explore how the market would react to such new flight operations.

Our Role

Our team undertook detailed research in the Canadian domestic, Canada/US transborder and US domestic markets. We explored the potential for flight loads offered by the introduction of non-stop flights between destinations
previously without direct links. The impact of reduced airfares was also investigated.

Results

The results of InterVISTAS’ research enabled WestJet to better understand their expected flight loads in new markets. Following the project, the WestJet fleet has increased by 40% and the company’s profitability remains robust.