TORONTO — Who better to put the airline industry’s 2023 performance into words, than the airline executives themselves?
For this year-end retrospective, we’re offering up 2023 successes (and lessons learned), plus outlooks for 2024, from more than half a dozen of Canada’s top carriers.
Much of this year’s airline news was fuelled by last year’s big announcement of the acquisition of Sunwing Airlines (and Sunwing Vacations) by the WestJet Group. In September 2023, the WestJet Group shared its targeted timeline – October 2024 – for the integration of Sunwing Airlines into WestJet Airlines. The integration has no impact on Sunwing Vacations Group and its associated vacations brands. The integration of Swoop into WestJet’s existing 737 operations was completed on time at the end of October 2023.
All of Canada’s airlines continued to ramp up their networks as travellers clamoured for lift for their long-awaited travel plans. Porter Airlines made good on its expansion plans, first announced in 2021, with news about new routes and expanded offerings using its E195-E2 aircraft coming out seemingly every week. In November 2023 Porter and Air Transat announced they were expanding their codeshare agreement with a joint venture, and then just a couple of weeks later, Porter announced an interline agreement with Alaska Airlines. Flair Airlines continued its expansion as well.
Meanwhile newer entrants to the industry, including Canada Jetlines (launched September 2022) and Lynx (launched April 2022), made the most of post-pandemic travel demand.
Here’s a roundup of insights looking back on 2023 – and looking ahead to 2024 – that executives from Air Canada, WestJet, Air Transat, Sunwing, Flair Airlines, Canada Jetlines and Porter Airlines shared with Travelweek.
AIR CANADA
Lisa Pierce, VP, Global Sales & ACV
Travelweek: What were Air Canada’s biggest successes in 2023?
Pierce: “We had much to celebrate during the year, during which we not only completed our recovery from COVID but by many key measures even exceeded our performance in 2019, before the pandemic.
“For the agency community, however, we regard the launch of NDC as a key achievement during the year and I thank the agency community for their support and willingness to adopt to this significant change. Like any change, it has not been without its challenges, but the success we’ve seen so far in the roll out is largely due to our agency partners’ willingness to work with us, to participate in our webinars and provide us with feedback no matter where they may be in their NDC journey. We thank them for engaging so positively with us on NDC.”
Travelweek: What was one key lesson Air Canada learned in 2023?
Pierce: “With the recovery from COVID, and the changes in the industry, including NDC, we have learned not everyone works at the same pace or in the same way, especially due to changes in the workplace following COVID. So, we are making a concerted effort to listen more closely and ensure our products are available in many ways to help travel agents meet their clients’ needs, so we can succeed together.
“We also realized technology will help us achieve this goal and be key to our future success, whether this be NDC or more customer facing technologies. This includes things we introduced during the pandemic such as touchless and self-serve scanning processes at the airport for bags, the use of biometrics for boarding, or more mobile push products for such things as boarding cards. We have also learned how valuable the Air Canada mobile app is and we will be using it to deliver more value, for example our recently launched bag tracking function (which is proving very popular with customers) and also to simplify other common functions such as seat changes. For this reason, we want to make 2024 The Year of the AC App!”
Travelweek: What is Air Canada most excited about for 2024?
Pierce: “Without a doubt, the launch of new international routes is going to be a highlight, including new Vancouver-Singapore and flights from Toronto and Montreal to Tulum and Stockholm, as well as new Montreal-Madrid. This summer we are going to be at 100% of our pre-pandemic capacity to Europe, so our agency partners will have lots of options to offer their customers. As well, in partnership with United Airlines, we are going to have the most options of any carrier to the U.S. and in Asia, which has been slower to recover, we are also restoring capacity. So it is very exciting to be growing again and as new aircraft arrive in our fleet in the coming years our intent is to continue building our network.”
Air Canada’s VP, Global Sales & ACV, Lisa Pierce
WESTJET
Amanda Ierfino, Director of Sales
Travelweek: What were WestJet’s biggest successes in 2023?
Ierfino: “We saw great success with the launch of our nonstop service between Calgary and Tokyo in 2023. Tokyo was our first destination in Asia, and we’re proud to say we’re now increasing to daily flights this summer to meet significant demand. We’re also the only airline providing direct service to Asia from Alberta, which further supports the strengthening of our hub in Calgary.
“Two other milestones in 2023 were the integration of Swoop and the successful acquisition of Sunwing Airlines and Sunwing Vacations. On the air side, we will now be able to offer a wider range of travel options on our aircraft, from ultra-affordable to a premium inflight experience. Guests looking for that perfect vacation will see greater choice, competitive packages and increased access to sun destinations thanks to the strong partnership and collaboration between WestJet Vacations and Sunwing Vacations.”
Travelweek: What was one key lesson WestJet learned in 2023?
Ierfino: “Following the challenges of the previous holiday season, we leveraged lessons learned in both 2022 and 2023 to strengthen our Operational Excellence program. Launched in 2023, this program is dedicated to strategically redesigning the guest experience across all touchpoints of the travel journey. We enabled more self-serve options, improved guest communications and made proactive changes to our operations. This will help set the foundation for a reliable operational performance this winter.
“While our immediate goal in 2023 was to use these insights to build a strong winter readiness plan for the peak holiday season, our Operational Excellence program will continue to be a focus for us in the coming year. We’re committed to ensuring every WestJet guest’s travel experience is seamless and reliable.”
Travelweek: What is WestJet most excited about for 2024?
Ierfino: “In 2024, we’re excited about the growth of our network and where we will be taking our guests. We look forward to continuing service between Calgary and Tokyo and are thrilled to be enhancing our connectivity to Asia with the recent addition of Seoul to our 2024 summer network. As the only airline providing direct service between Alberta and South Korea, we think our guests will warmly welcome this new route.
“To provide more choice and access to popular international destinations, we are also introducing service between Calgary and Iceland starting May 2024. And, we’re pleased to reconnect three eastern Canadian cities to Europe this summer, with service from Toronto to Dublin and Edinburgh, Halifax to Dublin, Edinburgh, and London, and St. John’s to London.
“As we continue to grow our international network and bolster our presence in Western Canada, we remain committed to strengthening connectivity across Canada and providing convenient service to key U.S. destinations. We want to ensure our guests can get where they need to go with WestJet.”
WestJet’s Director of Sales, Amanda Ierfino
AIR TRANSAT
Michèle Barre, Chief Revenue Officer, Transat
Travelweek: What were Air Transat’s biggest successes in 2023?
Barre: “In 2023, Air Transat achieved significant successes, highlighted by two key accomplishments. First, growth in product offering and revenue increase. We expanded our flight and product offerings, leading to a notable increase in revenues. This expansion not only catered to a broader customer base but also strengthened the company’s market position. The introduction of new routes and services meant that we could cater to a more diverse and ever-evolving set of travel needs.
“Second, fleet simplification and increased utilization. Our strategic decision to simplify our fleet and redesign our network continued to pay off, with a significant increase in fleet utilization compared to 2019. This improvement indicates a more efficient use of resources and another step towards operational excellence. The densification of our flight program, allowing for increased frequencies to destinations, provided customers with more travel options, thereby boosting our competitiveness.
“Additionally, our focus on advancing growth through partnerships, such as the expansion of our virtual interline service and the recently announced joint venture with Porter Airlines, played a crucial role in these successes. The implementation of improved revenue management practices and the increase in ancillary revenues per passenger further underscored our company’s strong performance.”
Travelweek: What was one key lesson Transat learned in 2023?
Barre: “To keep being cautiously optimistic. Our ambitious program will require both vigilance and discipline, as a number of factors beyond our control are likely to affect us in 2024.”
Travelweek: What is Air Transat most excited about for 2024?
Barre: “Implementing our joint venture with Porter Airlines will spur our growth, as we will be able to concentrate our flight schedule in areas where we can leverage our collective strengths and operate our aircraft more efficiently. This will result in substantial consumer benefits and an enhanced and seamless experience.
“We are forecasting an increase in capacity with the addition of flights from both Montreal and Toronto on our best-performing routes to Europe, our routes to the South and the launch of new destinations, Lima and Marrakesh. We also intend to further reduce the impact of seasonality by pursuing our efforts to optimize fleet utilization and expanding routes or making them year-round. Liberia, Costa Rica, San Salvador, Marseille, and Lyon are recent examples.”
Transat’s Chief Revenue Officer, Michèle Barre
SUNWING AIRLINES
Len Corrado, President, Sunwing Airlines
Travelweek: What were Sunwing’s biggest successes in 2023?
Corrado: “We had a very successful summer season, and our winter operations are off to an incredibly strong start. In the first half of November alone, we flew nearly 100,000 passengers to sun destinations on nearly 600 flights. With the holidays right around the corner, we expect that we will close out the year in a very strong place and meet if not surpass pre-pandemic holiday travel numbers.”
Travelweek: What was one key lesson Sunwing learned in 2023?
Corrado: “We were reminded of the importance of continuing to invest in operational enhancements to provide a more seamless passenger experience. Over the past year, we invested in enhancing our flight alert system, adding more roles across the airline, including pilots, cabin crew and in our Operations Control Centre, enhancing our service letter agreements with key service providers to ensure operational efficiencies, and more. I am very proud of all the work that’s been done across the airline to improve our operational readiness for the peak winter season.”
Travelweek: What is Sunwing most excited about for 2024?
Corrado: “We are excited to make more of our customers’ vacation dreams come true this winter and look forward to making travel even more accessible for Canadians as Sunwing Airlines is integrated with WestJet in the coming year.”
Len Corrado, President, Sunwing Airlines
FLAIR AIRLINES
Stephen Jones, CEO, Flair Airlines
Travelweek: What were Flair’s biggest successes in 2023?
Jones: “One of our standout accomplishments this year at Flair has been the enhancement of our operational performance. We’ve seen significant improvements in on-time flights, fewer cancellations, more passengers flown, higher load factors, and more. These achievements reflect our team’s hard work and dedication.
“Our on-time performance has been especially impressive. We had no flight cancellations in November 2023 and consistently rank among the top three airlines in Canada for OTP. It’s important to note that our success extends beyond punctuality: it’s a combination of our team’s collaborative efforts across commercial and operational areas.
“Our greatest success this year has been transforming the way we operate, ensuring a smoother, more reliable experience for our passengers. This progress shows our commitment to delivering exceptional service and reliability.”
Travelweek: What was one key lesson Flair learned in 2023?
Jones: “The most pivotal lesson we learned in 2023 is the tremendous impact of what we call the ‘Flair Effect.’ It’s about showing the substantial savings we’ve brought to Canadians since entering the market. Since 2021, Flair has saved over $700 million for nearly 7 millions customers.
“Our journey has taught us that affordability and reliability are not just aspirations but fundamental pillars in our commitment to customers. This savings figure isn’t merely a statistic – it’s a testament to our mission to provide accessible travel options without compromising on quality. We’ve learned that offering cost-effective choices doesn’t mean sacrificing service excellence. It’s about creating a balance that benefits our customers and the industry.
“The ‘Flair Effect’ underscores our dedication to making a positive impact in the travel landscape, giving Canadians more reasons to be excited about the savings they gain by choosing Flair.”
Travelweek: What is Flair most excited about for 2024?
Jones: “We are excited about the continued growth of our company and the opportunity to serve an increasing number of people. Our mission at Flair is to make affordable air travel possible for everyone. Whether it’s within Canada, to Canada, or from Canada, we’re passionate about providing affordable travel options that connect people. We’re thrilled to expand our reach and impact, fulfilling our mission by making travel more affordable and accessible for all.”
Stephen Jones, CEO, Flair Airlines
CANADA JETLINES
Eddy Doyle, CEO, Canada Jetlines
Travelweek: What were Canada Jetlines’ biggest successes in 2023?
Doyle: “In 2023, Canada Jetlines celebrated significant successes, with the opening of new routes to popular leisure destinations such as Cancun, Las Vegas, Orlando, and Montego Bay. The expansion into these sought-after locations not only broadened our network but also catered to the growing demand for travel to these exciting destinations.
“Another notable success was the remarkable growth that Canada Jetlines achieved during the year. The airline witnessed substantial expansion in its operations, indicative of its ability to adapt to market demands and capitalize on emerging opportunities.
“Lastly, but most importantly, Canada Jetlines solidified its reputation through the outstanding performance of its flight crews. The dedication and professionalism of the crews have consistently wowed passengers, setting a high standard for customer service in the industry.”
Travelweek: What was one key lesson Canada Jetlines learned in 2023?
Doyle: “Recognizing that success in the airline industry is often a collaborative effort, we learned to prioritize and carefully select partnerships that align with our goals and values. Whether it be collaborations with aviation service providers, travel agencies, or other stakeholders, forging the right alliances has proven to be a critical factor in achieving success and sustainability.
“Additionally, a strategic pivot in our business model was a significant lesson learned. Through thoughtful analysis and adaptation, we redirected our focus toward the leisure market, acknowledging that this sector presented the most promising opportunities for our airline. Shifting away from the domestic market and concentrating our efforts on leisure destinations allowed us to tailor our services to meet the evolving demands of travelers, ultimately enhancing our competitiveness and market positioning.”
Travelweek: What is Canada Jetlines most excited about for 2024?
Doyle: “We’re doing a lot of planning for 2024. More planes, more destinations, more partners. Stay tuned, we should be announcing many exciting things early in the New Year!”
Eddy Doyle, CEO, Canada Jetlines
PORTER AIRLINES
Kevin Jackson, Executive Vice President & Chief Commercial Officer
Travelweek: What were Porter’s biggest successes in 2023?
Jackson: “Less than a year after launching our first Embraer E195-E2 jet from Toronton Pearson, our network now expands coast-to-coast in Canada and into additional key U.S. markets. We fly as far west as Victoria and as far east as St. John’s in Canada and we’re making further headway into the U.S. with five destinations in Florida, as well as Los Angeles, San Francisco and Las Vegas, starting this winter.
“In the past 12 months, the airline has: hired more than 1,200 new team members; taken delivery of 29 new E195-E2s by the end of the year; increased the total fleet size to 58 aircraft, including 29 Dash 8 aircraft; and announced 29 new routes and 14 new destinations.”
Travelweek: What was one key lesson Porter learned in 2023?
Jackson: “We saw some initial growing pains with the introduction of the new Embraer E195-E2 jets, which is common for introducing a new aircraft into new airports. Getting pilots through the intensive training cycle at the speed to which was required was a learning curve. We made proactive adjustments to the summer schedule which put us in a better position to manage what is most within our control and maximize our resources. Overall things are progressing well and improving all the time. We have a great team that is committed to providing the best experience for our customers.”
Travelweek: What is Porter most excited about for 2024?
Jackson: “In 2024, we expect to add another 17 E195-E2 aircraft and continue extending our reach throughout Canada and the U.S., increasing frequencies on existing routes, and building out other key markets such as Ottawa and Montreal. Passengers can expect a steady flow of announcements from Porter related to new destinations and routes.
“Our plan to become a national carrier is rooted in building upon our strength in Eastern Canada and expanding our partnerships, as we recently announced a joint venture with Air Transat and interline agreement with Alaska. We’ll continue to explore more partnership possibilities.”
Porter Airlines’ EVP and CCO, Kevin Jackson
