Airline observers sometimes refer to the unbundling of fares as ‘the race to the bottom’ as airlines find more and more features they can strip out of the standard fare.
The second largest airline in Canada, WestJet has now introduced a rock-bottom economy fare.
The ‘UltraBasic’ fare includes nothing, not even a carry-on bag. The new fare class, said the airline to CBC News, was designed to both expedite the boarding process and provide its most competitive pricing.
Ultrabasic fares are around 66% of the economy fares. Checked-in bags will cost around CAD137 (R1 825) per bag, plus a service charge if the checked-in bag was not previously booked online. Passengers who arrive with a carry-on bag will have it whisked away to be checked in, and they will pay the bag fee plus the surcharge.
UltraBasic passengers will not be able to pre-select their seats. They will be assigned seats at the rear of the aircraft, in random available seats, with no guaranteee of travelling companions being seated together.
Also, loyalty programme members will not earn points for these fares.
Passengers who pay the UltraBasic fare will be the last to board, and there are no changes, cancellations or refunds for the flight.
Observers say the fares are designed for search engines – they will be displayed as the cheapest and only when the booking process begins will the user see the conditions attached.
Social media users reacted sharply to the new offer, according to Canadian aviation website, avweb.com. They suggested marketing slogans such as: “Give us $600 and also we hate you” and “WestJet: Have you considered not going?”.
Tongue-in-cheek Canadian publication thebeaverton.com had the last word on the UltraBasic fare: “Days after announcing an UltraBasic fare that includes no carry-on bags or seat selection, WestJet has announced a SuperUltraBasic ticket that skips the plane ride entirely…So why not avoid all the stress and exhaustion of dealing with us by sending us 100 bucks and then enjoying a nice, quiet evening at home?”
