WestJet CEO shares airline’s vision and growth strategy

A WestJet aircraft on climb after takeoff.
Photo Credit: Lewis Chesworth/ AviationSource

WestJet CEO, Alexis von Hoensbroech, recently took the stage at the Toronto Region Board of Trade to address key stakeholders and community members.

In his insightful address, von Hoensbroech not only shed light on the airline’s recent accomplishments but also provided a glimpse into its strategic vision for becoming Canada’s leading low-cost airline.

The journey has been marked by challenges, particularly in the wake of the COVID-19 pandemic, but WestJet has not only weathered the storm but has also set its sights on a bright future.

Alexis von Hoensbroech, Chief Executive Officer of the WestJet Group (CNW Group/WESTJET, an Alberta Partnership)

Surpassing Pre-Pandemic Levels

After a grueling three years, the WestJet Group has managed to exceed its pre-pandemic capacity levels, a significant achievement in these turbulent times.

This return to profitability not only underscores the airline’s resilience but also sets the stage for a promising future.


The focus now shifts to expanding the airline’s offerings to cater to the needs of Canadians from coast to coast.

A WestJet Boeing waits for an Air Canada flight to land.
edk7, CC BY-SA 2.0, via Wikimedia Commons

Making Air Travel Affordable and Reliable

In the words of Alexis von Hoensbroech, the Chief Executive Officer of the WestJet Group, “With our country’s long flight distances across its vast geographic landscape, Canadians from coast-to-coast deserve access to air travel that is affordable and reliable.”

For nearly three decades, WestJet has remained committed to this vision, and their growth plan is a testament to that commitment.

The airline is taking tangible steps to enhance domestic connectivity from Western to Eastern Canada, providing affordable leisure and vacation options from British Columbia to Newfoundland.

Serving Canadians Coast to Coast

WestJet is poised to lead the industry with its ambitious growth plan. This winter, the WestJet Group, which includes WestJet and Sunwing Airlines, is set to provide more seats than any other Canadian airline across 230 nonstop routes.

These routes connect 26 Canadian communities to 55 popular sun destinations in the U.S., Mexico, the Caribbean, and Central America.

The newly formed vacations division, Sunwing Vacations Group, further reinforces the WestJet Group’s strategy, making it the largest Canadian tour operator.

WestJet and Sunwings aircraft on the taxiway.
Lord of the Wings© from Toronto, Canada, CC BY-SA 2.0, via Wikimedia Commons

Operational Excellence & Shared Accountability

After navigating through the turbulence caused by the COVID-19 crisis, WestJet has worked relentlessly on its reliability through the Operational Excellence program.

The airline has significantly improved its on-time performance during the peak summer travel months. They’ve invested in their people and technology, hiring over 5,000 employees to enhance the guest experience.

Additionally, WestJet is advocating for transparency and shared accountability across the aviation ecosystem, aiming for meaningful and sustained improvements.

A Bright Future for Canadians

The WestJet Group’s future hinges on its expanding fleet of 737 aircraft and the addition of Sunwing Vacations Group to its leisure portfolio.

With the integration of Swoop, the WestJet Group’s ultra-low-cost carrier, and the further integration of Sunwing Airlines, the Group’s scale is set to significantly enhance its ability to provide affordability, reliability, and choice to its guests.

The airline will soon begin implementing plans to densify its aircraft cabins to distribute costs across even more seats, while continuing to serve guests who prefer a more premium offering.

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By Len Varley - Assistant Editor 4 Min Read
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