WestJet plans to devote a major portion--as much as half--of its growth between 2009 and 2013 to transborder markets, in particular the Caribbean.
Vito Culmone, CFO of the Calgary-based carrier, told an investor conference on 19 February that "we can easily see 10-plus new destinations in Mexico and the Caribbean We have less than 20% of that market in places that our [Boeing] 737s can operate into," he says.
Culmone explains that US markets also will take a major portion of its growth and the carrier has six-to-eight new US cities targeted. He says that WestJet will focus on destinations that appeal to sun-seekers and so-called 'snowbirds' who want to escape Canada's winters.
He spoke at a CIBC event in British Columbia, where he said that surveys conducted by Ipsos Reid showed WestJet's brand identification leading that of its major competitor, Air Canada, in all parts of Canada except Montreal. "Brand health matters," Culmone he says, adding, "brand share leads to market share."
Source: Air Transport Intelligence news
