Encore shaking up Canadian regional flying as it prepares expansion
WestJet Encore is shaking up Canada's regional Airline market, pressuring rivals to cut fares and lower costs as it prepares to expand its presence in Eastern Canada and enter the United States.
Launched more than a year ago, the Calgary based carrier claims to be liberating Canadians from the high cost of air travel and stimulating demand.
I think we have woken the competition up absolutely, said Encore president Ferio Pugliese.
WestJet says Encore going to Toronto, Thunder Bay
Encore hopes to double its fleet of 14 Bombardier Q400 turboprops by 2016 and is already adding to its nearly 100 Flights per day to 18 destinations, mainly in Western Canada.
A route was recently added between Thunder Bay and Toronto. Eastern service will be introduced in the coming months to Quebec City, Montreal, Ottawa, Fredericton and American destinations from both ends of Canada are set to be added by 2016.
At full maturity, Encore aims to increase its share of the Canadian regional market to more than 40 per cent, but declined to indicate its current share.
Air Canada, as the country's largest operator, and regional partner Jazz stand to feel the most heat.
Air Canada CEO Calin Rovinescu said he is not surprised by the impact of Encore on its routes and has deployed Q400s on some western routes ahead of time to increase flights and beat the competition.
He recently described Encore's impact as de minimis but said Air Canada'sregional network must operate more competitively by lowering costs.
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