The Secret to WestJet’s Success

Date: September 16, 2014

Name: The Secret to WestJet’s Success

Presenter: Gregg Saretsky

Vancouver Board of trade is proudly to invite Gregg Saretsky, the president and CEO of WestJet. Saretsky was pointed as CEO in April 2010 and he has led WestJet to a successfully strategic direction. By adapting to the current market, WestJet has remained its core mission statement. To engage with the strong workforce and culture, Saretsky has demonstrated his tactics that can deliver a remarkable guest experience for all customers. This presentation will inspire many business owners.

Staying true, it is fundamental

WestJet focuses on low-cost strategy and customer experience. The WestJet culture engages ownership culture as their work environment. All staff members are eligible to become a part of ownership of WestJet and they are considered as WestJetters. Based on statistic, there are roughly 1000 resumes per year. Moreover, WestJet believes their culture is a gift to all employees.

“Train them well, get out of the way”

Saretsky indicates there are 5 secrets to WestJet’s success:

Secret 1: We care to plan

WestJet believes culture and care are two primary elements for all employees. For culture, Saretsky believes it is important to ensure that their culture thrives and continue to provide WestJet with sense of community within the organization. It creates a sense of pride in association with WestJet. As for care, Saretsky believes execution in are of culture is significant. In addition, WestJet has over 250 programs and celebrate all kind of culture tradition holidays.

Secret 2: We care to share

All staff members are eligible to purchase “Employee Share Purchase Plan”. The Plan will give employees an opportunity to become the shareholder of WestJet. There are over 80% of employees in WestJet that are shareholders. After become the shareholders, they will work harder.

All WestJetters are qualified to the profit share program. The profit share program will give 10% profit dividends twice a year among all WestJetters. In average, all westJetters earn over 300 million in total.

“Treat them well, they will serve well”

Secret 3: We care to really listen

Saretsky emphasizes listen to employees and guest will evaluate the performance of WestJet. WestJet will use culture CNXN, Tech Talk, airport visit to receive feedback from WestJetters. They will use test ideas, such as uniforms, commercial, and snacks on plan, to create personal connection with the WestJetters. WestJet will provide guest surveys and advisory board to evaluate the performance. All feedback will incorporate into WestJet strategic decisions.

Secret 4: We care to design

WestJet designs all their experience and process to make sure all WestJetters can be proud and successful. Saretsky ensures all guests are truly getting the values in everything WestJet can do, which includes lower fare and culture adaption.

Secret 5: We care to celebrate

WestJet wants to create a friendly and motivated work environment. Saretsky encourages all WestJetters to celebrate all success. He understands celebration is a part of successful process. In addition, profit share is just a way to give back to all WestJetters. Recently, WestJet designs the Christmas Santa to appreciate their guests to a part of WestJet.

The start of WestJet

WestJet was founded in 1996. The first flight is in Vancouver International Airport. During that century, all airlines are high differentiated corporations. Many people could not afford the flight premium, so they shared the cost to book the whole plane. They found the market and WestJet is born.

“Mass transit takes flight”.

WestJet is now serves 11 markets in British Columbia and more than 59 daily departures. Vancouver is considered as the 3^rd largest base for WestJet. Between 2010 and 2013, the enplanement guest has increased over 20%. WestJet encore has lowest fare and stimulate air travel demand in British Columbia.

WestJet operates over 660 flights weekly from Vancouver International Airport and it has over 1000 WestJetters in British Columbia. WestJet has a high growth profit and provides 400 million bonds in 4% rates.

British Columbia eliminates the fuel excise tax, which creates a potential market for airline. Saretsky announces WestJet will look closely to Abbotsford to create another alternative for Canadians to fly out of British Columbia.

What lies ahead – opportunities

WestJet will provide WestJet rewards for all guests. First bag fee will a part of the low fare and Saretsky will provide the options for guests to enjoy their flight with WestJet. Moreover, Saretsky announces WestJet Plus package with low fare for guests to experience premium seating.

Saretsky believes in customer values is the direction of WestJet and he promises WestJet will continue delivering the best services to customers.

As for security issue, he believes Canada and United States should have the same check security protocol. In the future, WestJet will also implement few more perks for frequent flyers. A better wheelchair accessible seating will be a part of their future strategy. Moreover, as for gender balance issue, Saretsky informs currently WestJet has only 10% female pilots. He will provide more capability opportunities for future WestJet pilots.