WestJet’s 767 operational problems cloud a significant low cost long haul revenue opportunity

The operational challenges Canadian low cost airline WestJet has encountered in its launch of widebody flights to London has done little to quell investor concern about the carrier's ability to execute low cost long haul flights successfully. Mechanical problems with the Boeing 767s have triggered cancellations and operational challenges, which has created passenger frustration, and resulted in reaccommodation and other expenses that are not insignificant.

WestJet has been working to smooth out the operational teething pains of the twin aisle jets, and is assuring that the hiccups are temporary. However, the less than ideal launch could call into question WestJet's ability to spread the low cost model and stimulate traffic from Canada in the North Atlantic market. The company is attracting a higher level of scrutiny since it is the first LCC based in North America to attempt to spread the model on long haul flights.

Despite the shaky launch of its long haul flights with widebodies, WestJet cannot ignore long-term opportunities presented by the long haul market from Canada - with a value in the billions. WestJet can ill-afford to cede all the revenue to rival Air Canada and non-Canadian airlines operating on trans-Atlantic routes. In the short term the airline finds itself in a position of now attempting to engender passenger confidence that its operational snafus are temporary, and its product proposition remains intact.