WestJet introduced (17-Jun-2010) new "everyday value fares", which, according to the Canadian LCC, have an "enhanced pricing structure that reduces the volatility that has been present in the airline industry by providing lower fares across their entire schedule (330 days ahead of departure)". In addition, WestJet has reduced its full price fares by an average of 25% for all flights across its entire 68-city North American and Caribbean network.[more]
WestJet: "Since the launch of our airline in 1996, WestJet has been the leader in driving prices down and providing value to millions of Canadians. This move today reasserts our value leadership position to our guests. Feedback from our guests shows that they are frustrated at the unpredictability of fares with seat sales only available up to a few months in advance. WestJet is listening and has responded by providing guests the opportunity to book great prices across the entire schedule. As part of this new strategy, fares at the higher end of the spectrum will be reduced. For those guests who, for one reason or another, have to travel at the last minute or at peak travel times like Christmas, we've significantly reduced those fares to make them more affordable. This is what our WestJet care-antee is all about - offering great low prices and high value, and most of all, always caring for our guests," Hugh Dunleavy, Executive Vice-President, Strategy and Planning. Source: Company Statement 17-Jun-2010.