Free Wi-Fi is coming soon for WestJet loyalty members. The airline is also implementing a series of sweeping changes to WestJet Rewards, which it says will make the program more valuable and flexible.
“It’s the most significant set of program changes we have made, likely in the 15-year history of this program,” Steve McClelland, Vice President of Loyalty, told Open Jaw.
McClelland said one of the biggest improvements is the installation of “fast and free Wi-Fi for all of our members on our 737 aircraft. The service will be offered by Starlink, and WS said the service could be in place as soon as next month.
“Absolutely that’s a big deal,” McClelland said. “Imagine walking onto an airplane, connecting to the Wi-Fi and having streaming quality at every seat from the time you get on the airplane to the time you get off. That’s huge.”
Air Canada will introduce free Wi-Fi for Aeroplan members on many of its planes beginning in May of this year.
McCelland explained that it was important to move to points program for new partnerships outside of the airline and for new reward opportunities.
“One of the things members will likely be wondering about is ‘What happens to my account value?’ I want to clarify that up front. The account values people have will remain the same because you can redeem for exactly the same things you do today. It’s actually getting better. You can redeem for any flight any time, no advance purchase, there are no restrictions to inventory, no blackouts."
He added that members' points will not expire, a sticking point for many loyalty program members.
On the loyalty front, McClelland said WS will add TELUS and Skip the Dishes as partners in WestJet Rewards.
The company also said WestJet points will replace WestJet dollars, with one WestJet dollar converting to 100 WestJet points. Moreover, Rewards members will earn points and top-tier qualifying spend credits, not only on base fare, but also on carrier surcharges and extras such as seat selection, checked bags and upgrades.
The Calgary-based airline also is introducing a WestJet Rewards eStore.
Other changes will be made outside of the loyalty program, including the reconfiguration of all WestJet’s all-economy 737 aircraft to the WestJet standard, which WS officials have been previously discussed.
WestJet made several changes to its Rewards program last year, as detailed by Open Jaw at the time.
Officials said the new changes, coming 30APR, “will make the Rewards experience more valuable and flexible, while maintaining the program’s simplicity."
“It’s been a couple years in the making,” added McClelland, who previously worked for Aeroplan, and has years of experience in loyalty programs. “We are improving WestJet Rewards to bring more value to all Canadians, whether that’s our frequent flyers, credit card holders or the casual traveler.
“That’s why we’ve introduced changes to our program across both flights and everyday partnerships, that give members so many great ways to earn points and save for flights, vacations or enhanced travel experiences."
McClelland said his most recent gig prior to WS was with Parkland, a Calgary-based gas and retailing company.
“When I got the call from WestJet it was like a calling; it was like a 'bat signal' in the clouds that I had to follow, and I’m thrilled to be here.”
Five key enhancements to WestJet Rewards slated to take effect this spring:
1. Introducing WestJet points. WestJet points will replace WestJet dollars, with one WestJet dollar converting to 100 WestJet points. Points will not expire, and members’ accounts will reflect a balance in points starting 30APR. WestJet points will allow members to do more, including integrating with everyday partners while keeping simple redemption on any flight at any time.
2. Earn and redeem on more of the ticket cost and flight extras. Members will now earn points and top-tier qualifying spend credit not only on base fare, but also on carrier surcharges and extras such as seat selection, checked bags and upgrades; only government taxes and fees will be excluded. Meanwhile, members may now redeem for the entire fare, including all the extras and taxes, entirely with WestJet points.
“If you want to redeem (points) for an extra checked bag because you’re going on a big vacation … you can do that,” McClelland said.
3. Reach top-tier status with or without flying. For the first time, members can achieve any level of tier status, including Platinum, without travelling, by spending on the WestJet RBC World Elite Mastercard, or with any combination of flight and credit card spend through the updated Status Lift feature. In addition, all components of the ticket, aside from government taxes and fees, will be counted towards status.
4. Engage with WestJet Rewards everyday. An all-new WestJet Rewards eStore will turn everyday online shopping into more rewards. Members will have the ability to earn when they shop, as well as redeem WestJet points on merchandise and gift cards with popular retailers like Amazon, Apple, Sephora and Sport Chek.
"When we have a points based program these types of things can open up,” McClelland said.
5. New everyday partnerships with leading Canadian brands. Members will soon be able to link their WestJet Rewards accounts to their TELUS Rewards and Skip accounts, unlocking opportunities like point transfer and bonus offers. Additionally, they can earn and redeem WestJet points for TELUS services as well as earn and redeem WestJet points with Skip to bring their next trip closer on each order. More details will be shared, and additional partners will be announced later this year.
One fun change WestJet will make this year is a Milestone Award that, at the highest level, will allow members to redeem for a $1,000 Fairmont Hotel gift card or for the use of the WestJet Suite at a Toronto Blue Jays game for the member and up to 17 friends.
Asked where WestJet might feel resistance, McClelland said the conversion from dollars to points is one area of potential difficulty.
“There will be, naturally, some skepticism about what are we doing with the program by moving off something that has been in market for quite a while. We understand that going through a change like this is challenging for consumers.
“But we have to make this program much better. The features and benefits of this program have to be much better than the previous program, and I think we’ve done that.”
