WestJet Alters Rewards Program; New Spend Level and Boarding Changes

WestJet is introducing major changes to its rewards program, changes it says are geared to making it work harder for members and make it more relevant for Canadians.

The biggest change for most members is an adjustment to the amount of spend needed to reach Silver, Gold and Platinum status. Currently, it takes $3,000 in spend to reach Silver status, $5,000 for Gold, and $8,000 for Platinum. Next year that will change to $4,000 for Silver, $6,000 for Gold and $10,000 for Platinum.

One of the other major alterations is a change in priority boarding that will make boarding easier for “road warriors.” Zone 1 will be reserved exclusively for Platinum members and guests seated in Premium and Business. Previously Zone 1 was set aside for both Platinum and Gold members. Zone 2 will now be for Gold and Silver members only, as well as guests in Extended Comfort seats.

WestJet also is expanding eligibility for complimentary cabin upgrades by allowing two guests per reservation to be eligible for upgrade to Premium cabins, up from the current rule of one guest per reservation. As well, the Calgary-based airline next year will allow the use of two WestJet-wide companion vouchers on one booking for Gold and Platinum members.

Most changes take effect January 1, but some will take place 15JAN. And officials say more alterations await for later in 2025.

“We tested all concepts over months and month to make sure we’re making the right changes to the program,” Hannah Fairweather, Senior Manager, Loyalty, told Open Jaw. “As we grow and we expand and we look at the loyalty landscape and how it’s changing we’re starting to get into a position where we can be more innovative and more consistent in that regard.”

Fairweather noted that the airline has introduced business cabins, and that flight costs in general have risen. “There are members who will receive Gold or even Platinum status with one business trip to Rome,” Fairweather said.

WestJet Rewards is just 15 years old, which Fairweather likened to a teenager undergoing growing pains.

“Many programs adjust annually,” she said. “We might have to look at refreshing more often.

“I’d say where we’ve landed is the same accessibility level as when we introduced the program, if not potentially more (accessible).”

Fairweather said WestJet Rewards has “always been grounded on simplicity, accessibility and value. We’ve redesigned some elements of the program and we’ve really worked to maintain that sort of appeal and enrichment.”

“It’s critical to keep the program approachable and simple,” she said. “We want to make the program work harder for existing members, and we want it to become more useful and relevant to more of Canada that may not be getting value out of WestJet Rewards today.”

Unlike some airline rewards programs, WestJet isn’t based on qualifying miles flown but simply on the level of spending by a Rewards member.

Customers can find it hard to track their rewards when status is based on miles or a combination of miles and spend.

“It becomes almost, I don’t want to go as far as elitist, but certainly unapproachable for some. You almost have to become The Points Guy to really get value from the program, and that isn’t our goal.”

Updating a rewards program can be tricky, Fairweather explained. “We have to run a viable and healthy program for the airline, but we also need to ensure that members’ experience is something that’s enriching and usable.”

Asked how WestJet would explain the changes to advisors, Fairweather said she would note that the airline is “making some thoughtful changes, but keeping the things that make us different keeping the things that help us kind of stand apart and be attainable.

“One of the things, and it’s maybe a bit anecdotal, but one thing we’ve heard our from members is around is the general treatment for the level of flying and the investment they’ve made in our airline.  The treatment that they feel and receive consistently throughout the WestJet experience feels really real and really human and really elevated, and they wouldn’t have the same experience for that same level of flying or investment on another airline.

“And they’re very aware of that. Many have experienced both, or do experience both. There’s a sense of relevancy and realness. Bu here’s much further for us to go in terms of reaching more Canadians that way.”

WestJet says the new priority boarding rules are being made “to improve overall boarding experience and efficiency for top tier and guests seated in enhanced cabins.”

“One thing we heard consistently from our member advisory panel, particularly the Platinum members, is that over the past few months we’re starting to see this kind of zone one  everyone stands up feel. It’s something that really hits hard when you think about how often the true road warrior is flying and experiencing that. They really rely on this benefit being delivered consistently, and in a way they are truly getting the benefit of getting on the airplane first in an efficient and smooth way.

So, we’re creating a less crowded experience by keeping zone one exclusively for Platinum members and those seated in Business and Premium. Zone Two will be excusive for Gold and Silver members. Zone 3 is for all other guests.”

“We’re excited to enhance our complimentary cabin upgrade benefit for top-tier members,” WestJet said. “Starting January 15, as a top tier member travelling with a companion on the same reservation, both of you will be eligible to be upgraded to our Premium cabin, allowing you to share the perks of top-tier status with those who matter to you.”

Previously, only one guest on a reservation was eligible for an upgrade.

On 01JAN of next year, new milestone levels will take effect, including a new award at $2,000 milestone qualifying spend with all new choices, thus "providing options earlier on in the travel spend journey." More details will come next year, but Fairweather said when a guest reaches 2,000 in qualifying spend they’ll have a choice of $20 WestJet dollars they can redeem immediately on any flight, 200 tier qualifying spend dollars, or a $25 gift card” from a new partner that has yet to be announced.

New choices will be added to each award level as part of the larger enhancements to WestJet Rewards in 2025.

We’re “expanding relevancy and use (of Rewards) beyond the travel experience. That’s what we hope to talk to you more about as we are able to as we move into next year.”

There’s currently a limit of one WestJet-wide companion voucher per booking. Starting next year, Gold and Platinum members will be able to use two WestJet-wide companion vouchers per booking. Companion vouchers are currently valid for 12 months from the date of milestone award achievement. Starting next year, all companion vouchers issued as a milestone award will have a two-year expiry.

WestJet said it has already extended the expiry of any unused vouchers issued in 2024 by an extra 12 months.