The familiar frustration of delayed flights and lost baggage continues to define the Canadian air travel experience, as revealed by J.D. Power’s recent airline satisfaction study. Both Air Canada and WestJet—the country’s dominant carriers—have landed near the bottom of North American rankings, a reflection of what many travelers have felt for years.
According to the comprehensive J.D. Power 2024 North America Airline Satisfaction Study released last week, Air Canada ranked second-last among traditional carriers, while WestJet placed third-last among economy carriers. These disappointing results raise questions about the effectiveness of federal air passenger protection regulations that were strengthened just last year.
“These findings confirm what we’ve been hearing from constituents across every province,” says NDP transport critic Taylor Bachrach. “Canadians are paying premium prices for substandard service, and the regulatory framework isn’t delivering the accountability passengers deserve.”
The study assessed airlines across several factors including aircraft quality, baggage handling, boarding procedures, cost, flight crew, in-flight services, and reservation experiences. The poor showing comes despite Transport Minister Pablo Rodriguez’s assurances that enhanced passenger rights would improve service quality.
What makes these results particularly troubling is the contrast with American carriers. While Delta, JetBlue, and Southwest topped their respective categories, Canadian airlines lagged behind most U.S. competitors despite operating in a less competitive market. This raises concerns about the effectiveness of Canada’s approach to airline regulation.
John Gradek, faculty lecturer in aviation management at McGill University, points to a fundamental difference in market dynamics. “The Canadian airline duopoly creates a situation where carriers face less competitive pressure to improve customer experience,” he told me during a recent interview. “When you combine this with what many consider to be weak enforcement of passenger rights, you get exactly these kinds of results.”
The study’s timing is particularly relevant as Parliament debates Bill C-52, which proposes further amendments to the Air Passenger Protection Regulations. The bill aims to address compensation gaps for flight disruptions but critics argue it doesn’t go far enough in addressing systemic service issues.
Data from the Canadian Transportation Agency shows that passenger complaints have reached unprecedented levels, with more than 75,000 complaints filed in the 2022-2023 fiscal year—nearly triple the number from the previous year. Many of these remain unresolved due to processing backlogs.
I spoke with Gabor Lukacs, founder of Air Passenger Rights, who has been a vocal advocate for stronger consumer protections. “The fundamental issue isn’t just about compensation after things go wrong—it’s about creating financial incentives for airlines to provide quality service in the first place,” Lukacs explains. “European regulations have shown that when airlines face significant penalties, service improves.”
For residents of smaller communities like Thunder Bay, Saskatoon, or Moncton, these service issues take on added significance. Many of these regions depend on reliable air connections not just for tourism, but for essential services and economic development.
“When you’re talking about a four-hour flight delay in Toronto, it’s frustrating. When you’re talking about the same delay in Yellowknife in January, or missing a medical appointment that required flying to a larger center, the consequences can be serious,” says Rachel Notley, former Alberta premier who has advocated for improved regional service.
The federal government collects approximately $6.3 billion annually in taxes and fees from the aviation sector, according to a 2019 Senate report. Some policy experts suggest that reinvesting a portion of these funds toward modernizing airport infrastructure and improving service monitoring could lead to better outcomes for passengers.
What’s often lost in discussions about airline performance is the human element. Behind every statistic is
