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Canada, TRAVEL

WestJet launches lowest-price guarantee

by BRENT JANG

WestJet Airlines Ltd. has watched its bookings shrink during the recession, prompting the carrier to roll out a lowest-price guarantee today to lure nervous consumers back to the skies.

“The psyche of the market is very difficult right now. We’ve only had two weeks this year where revenue from bookings has been above last year,” said Bob Cummings, WestJet’s executive vice-president of guest experience and marketing. “I don’t want to use dramatic and sensational terms, but we’re solidly behind last year. From our situation, we have to shake up the market, and necessity drives innovation.” (continues@reportonbusiness.com)

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