WestJet Overhauls Rewards Program With Some Major Changes

WestJet is rolling out what it calls “the most significant improvement” to its WestJet Rewards program in its 15-year history.

The airline had rolled out a first set of changes in January, including an increase in spend thresholds, and now is undergoing another set of five key changes, with all updates taking effect on April 30. Until then, the current program and rules will remain in place.

Here’s some of what advisor and their clients should know:

From Dollars to Points and Expanded Earning Potential

WestJet is shifting from a currency-based system to a points-based system—what was previously $1 in rewards will now equal 100 WestJet points. All existing balances in dollars will automatically convert to points on April 30, with member account values remaining the same.

Steve McClelland, WestJet’s vice president of loyalty, told Travel Market Report that the change will be a “big one for our long-term members” but a necessary step to move the program forward and introduce new features.

WestJet is also expanding how members earn and redeem points, moving beyond just base fares. Members will be able to earn points on surcharges and ancillary purchases, including seat selection, checked bags, and upgrades. Only government taxes and fees will be excluded. Members will also be able to redeem points for extras, including taxes.

Earning Status Beyond Flights

Unlike some other airlines, WestJet uses a revenue-based system rather than a miles-based system. “We track only spend,” McClelland said. While that system is not changing, what counts toward that spend—and how points can be used—is evolving.

For the first time, WestJet will allow members to earn up to Platinum-level status without flying. Spending on the WestJet RBC World Elite Mastercard will now count toward the highest elite status.

The airline is also launching an eStore, where members can earn rewards through online shopping and redeem points for gift cards.

Additionally, two new partnerships—one with TELUS and another with Skip that was announced last year—will allow members to earn and spend points outside of travel. WestJet said more details on these and other future partnerships will be announced later.

Simplicity by Design

McClelland said the changes were made with two key goals in mind.

The first is to keep the program simple for members. “It is not a super complicated program by design, and we’re trying to keep it that way,” he said. The second is to broaden the program’s reach by expanding earning potential beyond just flights. That includes ancillary items through WestJet, the new eStore, and additional partnerships.