WestJet seat U-turn exposes risks for airlines squeezing economy passengers

WestJet, a Canadian airline, abruptly reversed its decision to introduce tighter economy seats last week following viral videos showing passengers with limited legroom. This U-turn was a warning to North American carriers who are redesigning their cabins to favor higher-paying passengers, often by reducing space and cutting back on once-standard amenities in the rear of the plane.

WestJet reconfigured a part of its Boeing 737 fleet in order to add premium seating as well as six extra seats in economy. In order to make more room, certain rows of economy seats were equipped with fixed-back chairs that couldn't recline. The pitch (the distance between the seat in front and the one behind it) was also reduced from 30 inches to 28 inches. The airline has since apologized, but the incident has now become a flashpoint for a larger North American effort to attract higher-paying passengers and charge them extras for items that were once standard.

WestJet claimed that its changes would give travelers more choices at different prices. But critics said it was a step towards a thinner product - less comfort and higher fees for basic things like choosing seats.

Robert Mann, an independent airline analyst, said WestJet’s case is a "cautionary story" for other carriers. He added that economy passengers have a certain tolerance level.

Delta Air Lines executives, United Airlines executives, and American Airlines executives have all told investors that demand for tickets at the front of the cabin is the strongest, while the demand for cheaper tickets is weaker as low-income earners feel the pinch from rising costs after the pandemic.

Delta's increased demand for premium seats has offset the softness of the main seat. The airline reported that premium-cabin revenues surpassed main-cabin revenues for the first quarter of the year. It expects most near-term growth in seats to come from the premium cabins.

THE ECONOMY SQUEEZE

Price-conscious travelers are forced to make trade-offs as airlines increase the number of extra-legroom rows and expand first-class cabins. They get less legroom, have fewer included features, and pay more for things that were once part of their ticket.

United has increased its use of Basic Economy. This includes limiting changes, advanced seat selection, and on many routes, travelers are limited to one personal item, unless they qualify for exemptions. American Airlines has also reduced the number of perks included in its lowest fares.

Even the 'economy' carriers are changing. Southwest Airlines, known for its open seating policy, will be moving to assigned seating by the end of this month. They'll also add fare bundles, and extra legroom can be purchased.

Gabor Lukacs, an advocate for air passenger rights, said that travelers are now aware that the economy fare can cost more after fees and taxes have been added.

Airline executives claim that lower base fares benefit travelers and help them cover increasing labor and operating costs. IdeaWorksCompany data shows that fares dropped 3.8% from the previous year in 2024, but revenue per passenger from add-ons rose 2.5%.

When WestJet was asked for comment, it referred to the CEO's Friday statement, which stated that the airline had "tried seat pitchings that are popular around the world as they provide affordable airfares."

Budget European carriers like Ryanair, WizzAir and easyJet are known for their'sold-out' seats that have a 28 or 29 inch gap between them and the row ahead. These planes are often used for short-haul flights.

Some analysts warn that the strategy still assumes premium demand to hold. Demand has dropped quickly in past recessions, including the 2008 Financial Crisis and the first months of pandemic. The report also notes that the majority of seats are sold to price-sensitive customers who may not be willing to accept a new standard with less legroom or fewer inclusions.

Viral BACKLASH

WestJet's episode has re-opened the debate on how tight airlines can make economy cabins, as they add more premium seating. Ronn Torossian of New York crisis-PR firm 5WPR said, "Economy customers may not purchase lie-flat seats but they still make their decisions with their cameras, posts and purchases." Samantha Taylor, WestJet's Chief Experience Officer, told her staff that the rollout of the new seats was harming the cabin crew who were dealing with passengers' frustrations as well as the brand.

Flight attendants and passengers have said that WestJet's backlash is due to the fear of a slower evacuation because of the tighter seating.

People familiar with the situation said that some cabin crew raised concerns to the regulator Transport Canada and that their union requested a risk assessment by the airline. Transport Canada stated that the configuration met federal safety standards.

Boeing, the manufacturer of the plane, has not responded to a comment request.

The U.S. Federal Aviation Administration, when asked about the approval of?cabin reconfigurations', said that it allows planemakers use a computer-based analysis for certification purposes if there are reliable test data from previous live demonstrations.

Two passengers who were seated in the reconfigured seat said that they couldn't have reached the position for the emergency brace.

Amanda Schmidt, 32 years old, who filmed a video that was widely circulated of her father, a 6-foot-3 man, crammed into an economy chair for a part of a 4-hour flight, said the redesign had caused such a stir as it went beyond a simple threshold.

Schmidt stated that "when you buy a chair for a person, it should be able to fit a person." Schmidt said, "You shouldn’t pay more just because you are tall." (Edited by Joe Brock, Rod Nickel and Rod Nickel; Allison Lampert and Rajesh Kum Singh in Montreal)

(source: Reuters)