WestJet Airline Operations Report: Changes and Key Findings (2017)

This report provides an overview of WestJet Airlines, detailing its history, key partners, and operational aspects. It focuses on the changes implemented in 2017, including the launch of an AI-powered chatbot, the shift to a network airline model, and the appointment of a Chief Digital and Innovation Officer. The report also highlights key findings, such as increased revenue and capacity, and concludes that WestJet is undergoing a digital transformation to grow within the airline industry. It references various sources to support its findings, including Forbes and WestJet's own website and annual reports. The report also discusses the airline's expansion of frequent flyer programs, fare offerings, and onboard services, as well as its partnerships with third-party organizations like The Chopped Leaf restaurant and the installation of in-flight entertainment systems.

Aviation Report
2019
WESTJET Airline Operations
Report by:

Contents
About the company (An Overview)..........................................................................................3
Key Partners to WestJet...........................................................................................................3
Airline Operations: How they function & what has changed in 2017?................................3
Key Findings about WestJet and Conclusions (Transformation).........................................4
References...................................................................................................................................5

About the company (An Overview)
The WestJet Airlines was started by Clive Beddoe in the year 1996 with three aircrafts that
flew over five destinations. Today, WestJet is flying over 700 flights per day across 100
destinations in Europe, Caribbean, Central America and North America. Total number of aircrafts
with WestJet now exceeds 150. The company has revenue of $4.5 Billion annually and operating
expenses around $4 Billion.
Key Partners to WestJet
WestJet has number of code share travel partners (Code-share agreements would allow
different airlines to allocate some space on the WestJet flight just like it was their own flight) and
interline travel partners (Interline agreements help the guests to travel with more than one airline
while they reach their destination). Some examples are: Air France, Air China, Cathay Pacific,
Delta Airlines, American Airlines, KLM, Korean Air, Jet Airways, Etihad Airlines, Qantas
Airlines, and many more.
Airline Operations: How they function & what has changed in 2017?
The Airline operations for WestJet like any other airline consist of 3 key aspects: Flight
Operations, Ground Resources, and Maintenance. Most of these services are managed by third
party organizations, for instance, In-flight Catering services, Maintenance of aircraft, Call Centers,
etc. Hence, there is a deep relationship between WestJet and its third party organizations.
The world of Airlines is changing under Digital Transformation pressure and so is WestJet.
Previously, WestJet used to manage customer interactions through their employees. However,
recently, as part of change, WestJet Airlines launched an artificial intelligence powered
Chatbot for voice interactions and improving guest experiences (Simpson).

WestJet previously operated as a low-cost, point-to-point carrier. However, now it is
changing to fully fledged network airlines. Earlier WestJet use to function with only Chief
Information officer; however, as part of change, it has appointed Chief Digital and Innovation
Officer for its digital transformation program.
As part of critical change, WestJet in 2017 launched the frequent flyer program with
Qantas Airways and Air France-KLM. They expanded “Plus fare offering”, they lowered the
cancellation fees for the itinerary changes. They announced the launch of new gift card program,
announced to enhance guest experience with onboard food and services, transitioned catering
related services to a third-party organization. Additionally, they announced partnership with
“The Chopped Leaf restaurant to provide their guests with healthier onboard menu options”.
WestJet also installed “in-flight entertainment system, WestJet Connect, featuring wireless
broadband internet connectivity” (westjet.com).
Key Findings about WestJet and Conclusions (Transformation)
 Most to the key executives have either joined in 2017-2018 or have been a part of change
in organizational structure; hence the management team is fresh and dynamic.
 The company has increased revenue of 9.2% as compared to previous year 2016.
 The capacity in available seat miles has increased by 5.8% compared to 2016.
 WestJet is moving from a traditionally operating airline to a fully fledged Digital Airlines
with the help of digital transformation strategy (Jones).
Hence, we can conclude that WestJet is increasing its partner and third party organizations’ base
along with implementing organizational change & digital strategy to grow in airlines industry.

References
Jones, Hessie. westjetter propelling an-airline-into-the-future. 24 July 2018. 30 March 2019
<https://www.forbes.com/sites/cognitiveworld/2018/07/24/the-westjetter-propelling-an-
airline-into-the-future/#33b5af544dad>.
Simpson, Meagan. launched an artificial intelligence (AI) powered chatbot,. 27 August 2018. 30
March 2019 <https://www.itbusiness.ca/news/westjet-launches-ai-chatbot-to-improve-
customer-experience/104525>.
westjet.com. About us. 2018. 30 March 2019 <https://www.westjet.com/en-ca/about-us/index>.
—. Stretching our wings-Annual Report. Annual Report. Canada: WestJet, 2017.