WestJet's Identity Crisis: How Calgary's Airline Lost Its Soul—And Your Loyalty

CALGARY, AB — It's not nostalgia. The WestJet that cracked dad jokes at 30,000 feet and made you feel like family wasn't a marketing mirage—it was a business model. And today, that model is dead.

The airline that once defined Calgary's scrappy, can-do spirit has morphed into what frequent flyers now call 'Air Canada Lite'—higher fares, tighter seats, and a customer satisfaction score that's scraping the basement. The J.D. Power 2025 North America Airline Satisfaction Study, published way back in May, ranked WestJet near the bottom for both economy and premium economy service.

So what happened? Three seismic shifts dismantled the airline Calgarians once loved.

The Death of 'Owners Care'

In 2019, private equity firm Onex Corporation bought WestJet for $5 billion and took it private. That meant the end of employee share ownership—a program that once had 85–90% of staff holding equity in the company.

The 'I'm an Owner' ads weren't just feel-good PR. They were proof that gate agents, cleaners, and pilots had skin in the game. When Onex cashed everyone out, the emotional contract that fueled those legendary flights evaporated. The slogan was officially retired in late 2018.

The Widebody Gamble

WestJet started as a low-cost carrier modeled after Southwest Airlines. But to grow, it had to chase business travelers. That meant buying Boeing 787 Dreamliners, launching transatlantic 'Business Cabin' service, and basing all intercontinental flying out of Calgary.

The problem? You can't sell $4,000 pods to London and still be the 'frugal and fun' airline. Adding business class, premium economy, and complex international connections turned WestJet into the thing it once mocked.

Experts warn the consolidation of Sunwing Airlines (completed May 29, 2025) and the shutdown of budget brand Swoop (October 28, 2023) have further reduced competition in the low-cost market—and that's pushing ticket prices up.

The Culture Crash

The 'fun' wasn't just about vibes—it was a cost-saving strategy. Pilots tidying cabins saved on cleaning crews. Flight attendants cracking jokes kept morale high despite below-average pay.

But as WestJet grew, the family vibe cracked. Pilots and flight attendants unionized starting in 2017, represented by the Air Line Pilots Association (ALPA) and the Canadian Union of Public Employees (CUPE) Local 8125. The relationship between staff and management became transactional.

CUPE's 'UltraExtraBasic.ca' campaign, launched in November 2025, highlighted that flight attendants perform roughly 35 hours of unpaid work per month. ALPA has grieved WestJet over temporary foreign worker permits, vacation scheduling, and a new policy barring pilots over 65 from flying.

Then came the seating fiasco. WestJet densified its Boeing 737 cabins, cramming in more seats and less legroom. The backlash was swift. On January 16, 2026, CEO Alexis von Hoensbroech announced a reversal, with the old layout set to return by year-end.

What It Means for Calgary

Today, WestJet and Air Canada operate as a duopoly, with nearly identical pricing and service levels. For Calgarians—especially frequent flyers and budget-conscious families—the airline that once felt like home now feels like every other carrier: expensive, indifferent, and over-capacity.

The little guy with heart is gone. What's left is a logo, a hub, and a city wondering where its airline went.