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.
In this post:
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?
I would be ok with it, except you can’t even pay for carryon. Electronics aren’t allowed in checked bags for safety reasons and my laptop is too big for the personal item.
If you don’t like it, don’t buy it. It’s ridiculous to say we are being “punished”.
Will others follow their lead? I hope they do - more options for everyone.
I live in Puerto Vallarta and Canadians complaining about Westjet (and other no frills airlines) is a cottage industry here. They think everything should cost the same as when they made their first visit in 1995. It's like "OMG a beer is $3.00 now, I don't think I'll come back." I'm sure this will add fuel to the fire.
Another fluff Moment by WestJet. They'll lie to you until the cows come home. This won't reduce fares in fact I've compared three different routes over the last 10 days because I've been monitoring them anyway. Instead of them dropping by 30% which they should for getting less service they've gone up 10%. In your example that you offer the difference is only about 30% between a flex fare and ultra low basic. In the...
Another fluff Moment by WestJet. They'll lie to you until the cows come home. This won't reduce fares in fact I've compared three different routes over the last 10 days because I've been monitoring them anyway. Instead of them dropping by 30% which they should for getting less service they've gone up 10%. In your example that you offer the difference is only about 30% between a flex fare and ultra low basic. In the real world where low discount fares exist which is anywhere outside of Canada that fair should be about $69. It's an ultra f*** you fare, by West Jet. Welcome to Canada's s*** airline industry.
The problem with the term “basic” is that these fares are not “no frills,” they deliberately have punitive limitations added on.
Perhaps they should just call it Steerage.
Imagine a Chase customer who says they like the CSR but doesn't need yet another Priority Pass membership. If Chase would only offer the CSR without PP at a lower annual fee. So, Chase rolls out a stripped down version. Yet, the jerks will complain about no PP (never mind the lower AF). WestJet is doing the same thing. If your needs are very simple (no bags day-trip), we can offer you a lower fare. Yet, the jerks can't see this and complain.
I noticed this on Monday when I was searching for flights on Google Flights. It does seem that Westjet has actually lowered prices with the introduction of UltraBasic fares. For example, Orlando to Toronto one-way can be booked for $62 on Westjet! Previously, you couldn't find anything that cheap to Canada from Florida. Flair charges about $90 minimum from South Florida. So Westjet does seem to be cheaper, unlike when other airlines introduced basic economy...
I noticed this on Monday when I was searching for flights on Google Flights. It does seem that Westjet has actually lowered prices with the introduction of UltraBasic fares. For example, Orlando to Toronto one-way can be booked for $62 on Westjet! Previously, you couldn't find anything that cheap to Canada from Florida. Flair charges about $90 minimum from South Florida. So Westjet does seem to be cheaper, unlike when other airlines introduced basic economy where they just jacked up the price of standard economy.
It has to be cheaper than Flair to survive snowbird budget travel.
And for Europe travel, Norse and PLAY might be more lenient now.
Vancouver is my home airport. I will be booking away to Air Canada over this. If WestJet wants to offer a Flair experience, I'll just fly Flair and get their much lower pricing.
I've been a committed Westjet business and personal traveler for the past 12 years. Each year achieving Platinum status but I too have noticed the downhill trajectory Westjet has been on since being taken over by Onyx. After this last change I will be transitioning back to good old Air Canada, at least with them when things get bad the government bails them out.
A race to the bottom here, looks like. Don't do it, WestJet; we have Air Canada for that. My feeling is that Basic and other fares will be jacked up now that the steerage classes have been catered to. Should we all be heading to Porter as the quality leader?
Porter has been the quality leader for years. Their issue is lack of frequency and network, though they are expanding aggressively.
Way back prior to the 2019 acquisition of WestJet by the Canadian private equity firm I was fortunate enough to fly with them on their nonstop flight from Calgary to London Gatwick. IT WAS FANTASTIC!! Sadly with new owners this airline seems to be aspiring towards the mediocre. Sad.
The Canadian government views the airlines as a cash grab so of course they will continue to rip us off. I will fly Westjet only as a last resort.
It's worse than Flair. WestJet probably has inside info that Flair is gone, so no need to compete any more.
They called it UltraBasic, and I called it UlTraBS.
"Is this fare type intended to make you feel bad about yourself for booking it?" Effing hilarious. Thank you, Lucky, for all the joy OMAAT has brought me over the years.
WorstJet more like.
Not just airlines but companies in general don't seem to understand that punishing poor people for being poor doesn't make the poor people suddenly rich enough to buy the nicer option. Maybe if companies were just nice to less wealthy people they would acquire a new set of customers and make more money.
Really bad change at westjet. Forcing customers to never be allowed to purchase a carry-on bag alone is a big change in the industry.
Porter Airlines basic fare has been doing this since 2018. https://www.flyporter.com/en/book-travel/our-fares-and-fees/our-fare-options/basic-fare
Looking at the restrictions I cannot see what the problem is with boarding last. The only advantage to boarding first is you can put your carry on above your seat. As you do not have any carry on to put up top you put your small carry on under the seat it is not an issue.
WS had a frequent flyer program? Who knew. As for the ripoff called their disloyalty credit card, it's a farce. When flying with them suggest you provide your Delta Skymiles number and get mileage including qualifying miles on a real airline.
Unfortunately we sometimes don't have a choice but to fly WJ in Canada. Even worse, Delta has partnered with them and taken over some of their Routes.
Now you get to fly a poor (very poor) copy of Southwest Airlines, when before you would be on Delta metal. Like WJ's Q400 where they offer a "Premium Seat" (4" extra legroom ). There's no such thing as a premium seat on a Q400 ♂️.
WJ is a terrible Airline.
Frequeñt flyer points helps develop loyalty even if only a few points or miles are given.
People want to fly from Toronto to somewhere warm for $99. What do they expect. Get rid of the gimmicks and have reasonable fares and people will complain about how they're getting ripped off.
WestJet isn't in the transportation business. They're in the investment business.
WestJet is owned by Onex Corporation, an investment management firm owned by Gerry Schwartz. Schwartz paid $5B for WestJet and he wants his money back.
Since the Onex acquisition, things have gone downhill for the WestJet customer in every measurable way. And it's no party for employees either.
UltraBasic fares are another rung in the Schwartz ladder to his ROI.
If a very...
WestJet isn't in the transportation business. They're in the investment business.
WestJet is owned by Onex Corporation, an investment management firm owned by Gerry Schwartz. Schwartz paid $5B for WestJet and he wants his money back.
Since the Onex acquisition, things have gone downhill for the WestJet customer in every measurable way. And it's no party for employees either.
UltraBasic fares are another rung in the Schwartz ladder to his ROI.
If a very small percentage of customers buy UltraBasic, it will likely still have a net positive impact on their bottom line while ensuring a further decline in their overall customer service rating.
A win for an investment firm.
Agreed. It has all been downhill since the takeover, service levels have dropped as well.
Good old Canadian airline upheaval.
This "UltraBasic" fare matches what Flair offers and what Air Canada offers to a point. Now that WestJet has closed Swoop and is merging Sunwing into its lineup (yes, Sunwing was mainly vacations and sun destinations but they did compete in domestic flights during this time of year), they're either compensating for customers who want to pay less to fly with less... or want people to upgrade to regular Economy.
...Good old Canadian airline upheaval.
This "UltraBasic" fare matches what Flair offers and what Air Canada offers to a point. Now that WestJet has closed Swoop and is merging Sunwing into its lineup (yes, Sunwing was mainly vacations and sun destinations but they did compete in domestic flights during this time of year), they're either compensating for customers who want to pay less to fly with less... or want people to upgrade to regular Economy.
This is supremely why I only fly "ultra low cost" or basic economy when it's unimportant short destinations like Vancouver or New York City. Just did Porter on their "most basic fare" - would never have afforded the ability to fly them otherwise. And I buy the class above Basic Economy on Air Canada when I fly intercontinental, just to avoid all these restrictions! Someone is making money in Canada somehow...
I'm now of an age where the kids are astounded about my weird dreamy memories of Porter having a free lounge before flight, or airlines like Zoom (the one to Europe) and Jetsgo and... heaven forbid, the original "empress" Canadian Airlines... "there once was an airline called Lynx..."
Assigning seats when the ticket is booked will be weird... wondering if non-"UltraBasic" fares will have trouble finding empty rows because all the middles are taken by these cheaper fares