Article – Flying across Canada has long been a practical necessity wrapped in a financial burden. For a country that spans 5,500 kilometers from coast to coast, air travel connects families, businesses, and cultures—but typically at a premium that many Canadians find increasingly difficult to justify.
That’s the context behind WestJet CEO Alexis von Hoensbroech’s recent comments suggesting that affordable air travel is more than just good business—it’s essential for national cohesion. Speaking about the airline’s strategy to lower fares, von Hoensbroech made the striking claim that reducing the cost of domestic flights could actually foster greater national unity.
“When we make it more affordable for Canadians to travel across their own country, we’re doing more than filling seats,” von Hoensbroech said during a media briefing in Calgary. “We’re helping strengthen the bonds that make Canada whole.”
The statement comes as WestJet continues repositioning itself in the Canadian aviation landscape, focusing on what the company calls its “premium value” strategy—essentially offering competitive fares while maintaining service standards above ultra-low-cost carriers.
But is there economic substance behind this patriotic framing? Transportation economists suggest there might be.
“Geographic mobility has measurable economic and social benefits,” explains Dr. Amrita Singh of the University of Toronto’s Transportation Research Institute. “When people can affordably visit different regions, they develop stronger personal connections to places they might otherwise only know through news headlines.”
Singh points to research showing that Canadians who have visited multiple provinces tend to express more positive views about national policies and show greater understanding of regional concerns. The challenge has always been that domestic airfares in Canada rank among the most expensive in developed nations when measured per kilometer traveled.
A 2023 analysis by the Montreal Economic Institute found that Canadians pay roughly 43% more for comparable domestic routes than Americans, a discrepancy attributed to higher airport fees, aviation fuel taxes, and less competitive market conditions.
This cost barrier has real effects. Statistics Canada data indicates that while 76% of Canadians have traveled internationally at some point, only 60% have visited three or more Canadian provinces—suggesting many find it easier or more affordable to vacation abroad than explore their own country.
WestJet’s approach appears to be addressing this imbalance directly. The airline has recently expanded service on key east-west routes and introduced fare structures that make spontaneous domestic travel more accessible. Their most recent quarterly results show a 7% increase in domestic passenger volume, suggesting the strategy may be working.
Aviation industry analyst Cameron Doerksen of National Bank Financial sees the positioning as savvy. “WestJet is tapping into something that resonates with Canadians—the desire to feel connected to their country despite its vast geography. If they can deliver on lower fares while maintaining profitability, it’s a compelling narrative.”
The airline’s initiative aligns with what some sociologists call the “shared experience theory” of national identity—the idea that common experiences and interactions between citizens from different regions strengthen collective identity.
“When a Vancouverite can affordably visit Halifax, or someone from Thunder Bay can easily get to Yellowknife, it creates personal connections that transcend regional stereotypes,” notes Dr. Elise Thorburn, who studies Canadian identity at Memorial University. “The alternative is a country where citizens primarily identify with their region rather than the nation as a whole.”
Critics, however, question whether WestJet’s framing is merely clever marketing wrapped in patriotism. The airline industry has historically benefited from regulatory protections that limit foreign competition in Canadian skies, a factor that some economists believe contributes to higher fares.
Gabor Lukacs, founder of Air Passenger Rights, an advocacy group, views the CEO’s comments with skepticism. “Airlines have long used national interest arguments to justify protected markets,” he says. “If WestJet truly wants to foster unity, they should support policies that open Canadian skies to more competition, which would naturally drive down prices.”
Environmental considerations also complicate the narrative. While increased domestic air travel might strengthen social bonds, it comes with a carbon footprint that some argue is at odds with Canada’s climate commitments.
WestJet has responded to these concerns by investing in more fuel-efficient aircraft and exploring sustainable aviation fuel options, though critics argue these measures only partially offset emissions growth from increased flights.
The tension between accessibility and environmental impact reflects broader questions facing many sectors in Canada—how to balance economic and social benefits against climate considerations.
For everyday Canadians like Melissa Chung, a teacher from Winnipeg, the practical reality trumps theoretical debates. “I have family in Vancouver and Toronto, but visiting both in the same year has always been financially impossible,” she says. “If prices come down meaningfully, that changes everything about how connected I can be to loved ones across the country.”
Whether WestJet’s strategy represents genuine nation-building or simply smart business positioning in a challenging market, the underlying premise—that affordable mobility strengthens national fabric—finds support in both research and common sense.
As Canada navigates complex questions of identity and unity in an increasingly polarized world, perhaps there’s something to be said for policies and business strategies that simply make it easier for Canadians to know each other and their country firsthand.
The true test will come in whether WestJet can deliver on its promise of lower fares in a sustainable way—both economically and environmentally—while maintaining the service standards that Canadian travelers have come to expect.
