WESTJET Strategy Overview

WestJet's parallel brand strategy WESTJET SWOO Description Guest Focus Network Branding Fares Cost Structure SWOOP Stand-alone; ultra-low cost Price-sensitive guests Stand-alone; point-to-point (no connections onto WestJet) Stand-alone; separate from WestJet Fully unbundled, focus on ancillary revenue 30-40% lower than mainline WESTJET High-value, global network carrier Core leisure & premium guests Connected global network WestJet; WestJet Encore; WestJet Link Bundled, price according to what guests value most Focus on cost competitiveness while investing in network, product, service 54 TSE: WJA

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