At this point, I think the traveling public is pretty familiar with the concept of “basic economy,” whereby many of the cheapest economy fares come with extra restrictions. This is intended both to compete with ultra low cost carriers, and to get people to buy up to more expensive fares.
Well, Canadian carrier WestJet has just updated its version of basic economy — WestJet Basic fares are being replaced by WestJet UltraBasic fares.
The basics of WestJet’s restrictive UltraBasic fares
As of June 4, 2024, WestJet has introduced its newest fare offering, known as UltraBasic, which will replace Basic fares. The airline claims that UltraBasic fares will result in price reductions across domestic and transborder routes, and will also result in faster boarding.
So, what restrictions should passengers expect on WestJet UltraBasic fares?
- No full size carry-on, but rather only a personal item that can be stored under the seat
- A pre-assigned seat at the back of the aircraft, often in the middle
- Being in the last boarding group
- No ticket changes or cancelations
- No rewards in WestJet’s loyalty program
Passengers on UltraBasic fares still have the option to add checked bags or seat selection for additional fees, and can even purchase Extended Comfort seating. They also receive access to the same experience onboard, including the same food and beverage offerings as other passengers, as well as access to the WestJet Connect inflight entertainment system.
What’s different between the old WestJet Basic fares and the new WestJet UltraBasic fares is that the latter doesn’t allow a carry-on, and also comes with last boarding priority. The previous version of the basic economy fare just limited seat assignments, and offered no flexibility.
Here’s how WestJet’s Chief Commercial Officer, John Weatherill, describes this new product:
“We are committed to air travel affordability, and UltraBasic is an innovative cost-effective solution that strengthens WestJet’s ability to offer guests budget-friendly airfares to more destinations. With UltraBasic, guests can tailor a travel experience that meets their needs, without paying for additional services they don’t value. We are delivering on our low-fare promise and believe UltraBasic will give more Canadians the opportunity to fly.”
UltraBasic is strange branding… or is it just me?
It’s interesting to see how different airlines go about marketing their basic economy products. Many airlines put “basic” in the name, like JetBlue Basic fares. Then you have some other airlines that try to make it sound a bit more dignified, like Alaska Saver fares.
“Basic” economy doesn’t necessarily sound great, but I get it, because it’s supposed to accurately reflect the experience. “UltraBasic” is on a different level, though. Like, is this fare type intended to make you feel bad about yourself for booking it? This almost sounds like a seating option where you can sit in the cargo hold or wing, space permitting.
Logically I would have assumed that WestJet would have just added more restrictions to its existing Basic fares, rather than rebranding them. I almost feel like the UltraBasic branding is intended to make people even more skeptical of booking it, and get people to buy up to the next fare.
It’s also pretty noteworthy how unlike other airlines, WestJet isn’t just assigning UltraBasic passengers seats at check-in. Nope, instead the airline will assign you the worst seats in advance.
Bottom line
WestJet is replacing its Basic fares with UltraBasic fares effective immediately. WestJet is promising that this will lead to lower fares, but with more restrictions, including no carry-on bag, being in the last boarding group, and being assigned the worst seats.
The restrictions aren’t that out of the ordinary, but what I find most interesting is the branding. To go from Basic to UltraBasic… yow!
What do you make of WestJet’s UltraBasic fares, and in particular, the branding?
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