WestJet takes a measured approach in crystallising its international widebody aspirations in 2015

WestJet's official declaration that it intends to start operating widebody aircraft in late 2015 is not surprising given the airline's commentary about acquiring twin-aisle jets has grown more robust throughout the past year.

However, within the span of two years WestJet is rapidly changing its business model: the introduction of both smaller 70-seat turboprops to compete in regional markets; and widebodies to go international, each adding new layers of complexity that requires absorption. But as with the shorter-haul regional market, WestJet has concluded that the opportunity in the long-haul space - nearly double the value of the transborder market - is too large to leave to its Air Canada competitor.

WestJet's crystallising of its widebody ambitions caps off a raft of changes in the Canadian domestic market as the country's incumbent airlines face potential pressure from upstart ultra low-cost carriers who believe Canada is ripe for the pay-for-frills model that exists in most other markets.