The Canadian aviation market continues to evolve, and as previously announced, SWOOP (which was already owned by WestJet) has just stopped operating as a brand and had all flights integrated into its owner WestJet’s network.
SWOOP was just one of a few Canadian low-cost airlines (FLAIR being another major player), and the owner, WestJet, decided it was time to pull the plug on the brand and take over the routes.
In fact, operations of low-cost carriers in Canada have been catastrophic over the last year though Swoop largely stayed out of the limelight while FLAIR managed to earn the title of Canada’s worst airline by performance.
SWOOP’s website now routes to a WestJet-hosted page, proclaiming the following message:
What happens when you mix Magenta and Teal? Well, technically it’s purple – but in this case, it’s more low fares to more destinations now that Swoop aircraft are a part of the WestJet fleet.
On October 29, 2023, Swoop and WestJet merged to provide even more affordable airfares to more cities throughout the WestJet network with the WestJet guest experience you’ve come to expect. We can’t wait to see you onboard.
WestJet announced in June that it planned to end SWOOP as an independent brand following a deal made with pilots over pay and benefits.
The CBC reported in June that the winding down and merger would be fast-tracked and taking place until the end of October, the end of SWOOP’s seasonal schedule.
WestJet is shutting down its budget airline, Swoop.
The company made the announcement in a news release Friday, noting that the ratification of its recent deal with its pilots allows it to integrate all of its staff at various airlines into a single banner.
“As negotiated in the collective agreement, the WestJet Group will now begin integration efforts of its ultra-low-cost airline, Swoop,” the airline said.
“Through an expedited process, the airline anticipates a full integration into its mainline operations by the end of October. To avoid traveller impact, Swoop will operate its existing network through to the end of its published schedule on October 28. Swoop employees will move to WestJet.”
The move comes as the Air Line Pilots Association (ALPA) announced its members had ratified their recent pact with the airline, one that brings in 24 percent raises over four years, and puts Swoop pilots on a similar footing as WestJet’s in terms of seniority and compensation issues.
A handful of other so-called ultra low-cost carriers have taken to Canada’s skies in recent years, including Flair, Lynx and Canada Jetlines.
While Swoop’s demise will remove a major player in Canada’s discount travel space, WestJet CEO Alexis von Hoensbroech says the airline will continue to offer affordable options. …
“This integration will enhance our ability to serve a broader spectrum of guests,” he said. “Instead of only 16 aircraft serving the ultra-low-cost market, each aircraft, in our 180-strong fleet, will offer ultra-affordable travel options through to a premium inflight experience.”
But ultimately the news is a bad development for consumers, according to John Gradek, a lecturer at McGill University who studies the airline industry.
“It has implications in terms of the choices that Canadians will have in terms of an alternative ultra-low-cost carrier,” he told CBC News.
Although it started in 1996 as a regionally focused airline with generally cheaper prices, WestJet is no longer a discount airline, Gradek says. “The loss of Swoop basically eliminates a carrier that was specializing in low cost and it’s going to be a loss to Canadian travellers.” …
Flying in Canada is expensive. Very expensive. Air Canada being on top of the food chain usually charges the highest prices, and it’s not uncommon to see prices beyond CAD$1000 for a round trip from Vancouver to Toronto, Ottawa, or Montreal.
The low-cost carriers have brought down pricing on some routes, like when I booked a ticket for a friend last February, and Air Canada wanted $970 for Ottawa-Vancouver-Ottawa, and FLAIR ended up being $440. That’s significant savings in a market where there is really not much choice otherwise, and Air Canada charges an arm and a leg on all government-related routes as government and business travel practically doesn’t care how much is being charged. The same goes for flights out of Victoria, BC where the pricing is absolutely obscene.
WestJet has pretty much grown into a full-service carrier with routes all over North America and even international long-haul routes. Prices have increased accordingly as well, so the points raised in the CBC article definitely have merit.
With SWOOP being absorbed by WestJet, it’s one less player in the skies. And it shouldn’t come as a surprise. Just a month after the integration of Swoop into WestJet was announced, the company shut down another brand with a rather tainted image – Sunwing:
WestJet Shuts Down Tainted Sunwing Airlines Brand, Integrates It Into WestJet Mainline
Sunwing was already on the chopping block in a rather ad hoc fashion, SWOOP’s integration ended up a bit more planned and orderly.
Conclusion
WestJet has clearly taken the approach that operating all these small low-cost carriers is not ending up as profitable and practical anymore, especially as they drew the wrath of lawmakers in light of their disastrous operations that left thousands of Canadians stranded all over the place.
SWOOP has ended operations as of October 29, 2023, and is now operating the flights and routes under WestJet which was already the owner of the airline.
Hopefully, this centralization of the brands brings a bit more stability and especially reliability to Canada’s skies, although I’m sure that prices will almost certainly go up slightly with each player that disappears.