WestJet takes U-turn on densified economy aboard 737 MAX 8s

WestJet has reversed a decision to densify standard economy class on the Boeing 737 MAX 8 twinjets that it inherited from Swoop, Sunwing and Lynx Air.

Following a review of operational data and guest feedback, the low-cost airline says it will remove one row of seats — six seats in total — from the new layout to restore seat pitch to the “prior standard” of roughly 30 inches.

The move comes as the carrier faces significant backlash from passengers who have decried the new layout on internet forums and social media.

A now viral video on Instagram shows a middle-aged couple seated in standard economy class, with very little legroom in the new configuration.

“You have to pay for the other leg,” their daughter quips of the fixed-recline slimlines, which are pitched as tightly as 28 inches down back (akin to Spirit Airlines’ pitch for standard economy.)

The densification project was part of WestJet’s broader aircraft refurbishment program for the 737s it ingested from newly acquired Swoop and Sunwing, as well as now-defunct Lynx Air. As part of that program, the airline also added premium seating including recliners up front and extra-legroom economy class seats.

To its credit, WestJet management is taking the criticism on the chin and importantly, taking it on board, vowing that once it receives supplemental type certification to reconfigure the affected 737 MAX 8s, it will begin to convert all 180-seat aircraft to 174-seat layouts.

Under this scenario, WestJet will retain the passenger-pleasing additions to the 737 MAX 8s, including the 12 Premium recliners and 36 extra-legroom ‘Extended Comfort’ economy class seats that it added as part of the refurbishment program, though it says it is evaluating other aspects of the new layout. This is a decided step up from the twinjets’ previous all-economy layouts.

“WestJet tried seat pitches that are popular with many airlines around the globe as they serve to provide affordable airfares,” explained WestJet Group CEO Alexis von Hoensbroech.

“As an entrepreneurial airline founded on making air travel affordable to Canadians, it’s in our DNA to try new products. At the same time, it is just as important to react quickly if they don’t meet the needs of our guests.”

Though the timeline for completion of the project is still being determined, management is receiving praise for its rapid U-turn.

“This is what good leadership looks like,” says one enthusiast.

“You tried something new to stay competitive and affordable, that’s smart business. But what’s even more impressive is listening to your customers and your team, and being willing to pivot quickly when something isn’t working.”

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Featured image credited to WestJet