WestJet VP: Swoop allows defence of ULCC market position

18 December, 2018

WestJet VP of marketing communications Richard Bartrem stated Swoop allows the carrier to "defend" its "position in the ultra low cost carrier market" (Travelweek Group, 14-Dec-2018). Mr Bartrem noted the airline is "not something we're selling through the travel agent community" but rather an airline for passengers who "just want a seat and a seatbelt". He said the establishment of Swoop as an airline allowed WestJet to introduce brands applicable to different markets.