WestJet CEO published a statement on linkedin on 17FEB, marking his first year at the helm of the airline, noting that it was not only "my first year in the role, it was also the first year of post-pandemic recovery."
While lauding the rebound in demand for air travel, with WestJet "flying 16 million guests, which was more than double what we flew in 2021. We recruited more than 3,000 people into our organization, including airport and contact centre agents, cabin crew and pilots," von Hoensbroech acknowledged some stumbles on WestJet's part, apologizing for guests affected by:
- "A summer peak travel period that exposed an under resourced aviation industry as demand surged, following the removal of pandemic travel restrictions.
- An IT data outage, which surfaced years of underinvestment in WestJet’s technology.
- Most recently, severe impacts to holiday travel, brought on by heavy snowfalls and freezing temperatures coast to coast, during the busiest week of the year, and unlike anything we’ve had to contend with in past history."
"The entire Canadian aviation industry must work together" to ensure smooth air travel
WestJet's CEO tied the challenges faced by WestJet and other airlines to Canada's aviation system as a whole.
"While our people worked tirelessly... we saw breakdowns and opportunities where we can do better. We also learned that every player within the Canadian aviation ecosystem is vital in creating an affordable and reliable experience.
A chain is only as strong as its weakest link and when one link breaks, the entire system suffers. If an airport doesn’t have working equipment to clear a runway, runs out of appropriate de-icing fluid, when baggage systems break or if there’s not enough people to adequately staff security lineups, you look to us – the airline – to make things right for you.
The entire Canadian aviation industry must work together to provide a seamless and reliable experience. We take this very seriously, and we are actively participating in ongoing conversations with airport partners, service partners, government and others involved in the full guest journey. Every party in our ecosystem needs to live up to the same high standards, to meet the rightful expectations of our guests."
Von Hoensbroech also criticized the high costs charged by 3rd parties, like NAV CAN, which add to the costs of airfares. He noted that in Canada, air travel is not a luxury, but necessary given Canada's size and the distances between destinations, and added that it should not be penalized with added costs, but subsidized by the government, like rail travel in Canada's most populated areas.
WestJet's future: "We have ambitious growth plans"
The CEO reiterated his new strategy for the 27-year old airline, which, he says, in growing quickly, tried "to be all things to all people."
Moving forward, he says, WestJet will "focus on the areas that made WestJet strong in the first place," with "ambitious growth plans" including:
- a more simplified and focused network that will grow WestJet in Western Canada and increase connections for leisure routes across the country;
- Von Hoensbroech says the airline has not been "abandoning the east," and that leisure routes will be "strengthened once we conclude our proposed merger with Sunwing, that will hypercharge travel options for all Canadians."
- "operational excellence" including improved communications and self-serve options for guests during disruptions; and
- "getting back to our successful and highly productive low-cost structure to ensure relentless competitiveness and affordability for our guests."
Canada's Air Industry Competition Thriving
WestJet's CEO says that he's often asked about the (lack of) competition in Canadian air travel. He says that could not be further from the truth.
"What’s surprising is that Canada may be one of the only countries to see several new airlines launch service during the pandemic. Canada’s biggest airline route, Toronto–Vancouver, was served by two airlines pre-pandemic; this summer there will be six, with 30 per cent more capacity. Competition has never been more active, and that is a good thing for Canadians."
He adds, "WestJet has always stood in favour of competition. We know it’s required to keep airfares competitive, and the Canadian travelling public adequately served."
Von Hoensbroech says WestJet is well-positioned to meet the demands of competition, with its focus on "simplicity, cost and on being the most efficient operator of the 737 aircraft... will keep managing our competitiveness as we grow."
Confidence in the future
WestJet's CEO describes the year ahead with the growth in the airline's network and labour force, including nearly 400 pilots. And he concludes:
"As I look to the future, I am confident in where we are going, and what I know to be true:
- Like the travelling public, the people who work at WestJet want the travel experience to be great.
- There is work to be done, both within WestJet and across the airline industry, to ensure this happens.
- I am deeply committed to leading our organization to do our part and to continue to be the safe, reliable airline that Canadians know and love."
