With the inauguration of its freighter fleet, operating its first commercial charter flight and expanding its network and infrastructure, WestJet Cargo experienced a busy 2023, with the team keen to keep that energy going throughout this year.
“Our primary areas of focus for 2024 involve implementing a digital roadmap, which encompasses enhancing online marketplaces, unveiling a new website, and utilising advanced technologies to enhance efficiency and service delivery within WestJet Cargo’s operations,” Kirsten de Bruijn, WestJet Cargo’s Executive Vice President, stated.
Diversification drives growth
WestJet Cargo has expanded its air cargo product portfolio through the introduction of innovative initiatives such as Bike’Air and Safe’Air. This diversification aims to address the varied needs of customers. The airline specialises in transporting high value products, encompassing luxury goods, pharmaceuticals, electronics, and valuable commodities.
This niche requires specialised handling and stringent security measures to ensure the safety of these high-value items. WestJet Cargo plays a pivotal role in the transportation of perishables, including fruits, vegetables, seafood, and temperature-sensitive products. Rigorous measures are implemented to maintain optimal handling and temperature control throughout the transportation process, preserving the freshness of perishable items.
The airline extends its services to the automotive goods sector, covering the transportation of parts, components, and vehicles. Given the unique requirements of this industry, WestJet Cargo emphasises specialised handling and care to guarantee secure and timely delivery.
The company caters to the needs of the energy industry by offering transportation solutions for oil and gas (O&G) equipment. This involves the transportation of machinery, tools, and components crucial for various stages of oil and gas exploration, production, and distribution.
In summary, WestJet Cargo’s diverse air cargo product portfolio is meticulously tailored to meet the specific demands of various sectors, ensuring efficient, secure, and specialised transportation services.
“In 2024, WestJet Cargo plans to diversify its product mix by introducing new air cargo products customised to meet the evolving demands of our customers,” de Bruijn explained.
“These products may cater to specific industries or cargo types, such as temperature-controlled shipping for perishables, secure handling for high-value items, or expedited services for time-sensitive shipments. “The airline intends to expand into new markets and industries, potentially targeting niche sectors like healthcare, e-commerce, automotive, or aerospace, which offer growth opportunities.
“By offering specialised services tailored to these sectors, we aim to broaden our customer base and capture additional market share.
“Additionally, the airline plans to enhance its product mix through partnerships and collaborations with other companies, including logistics providers, technology firms, or industry experts. Leveraging their expertise and capabilities, WestJet Cargo seeks to provide innovative solutions and value-added services to its customers.”
Expansion and partnerships
Throughout 2023, WestJet Cargo significantly expanded its network and infrastructure. It opened 24 warehouses and 14 freighter handling stations, contributing to a total of 45 diverse destinations across the world. This expansion included connecting smaller provinces like Halifax to major cities such as Paris, France, and Narita, Japan.
“WestJet Cargo augmented its cargo capacity by initiating new routes and increasing flight frequencies. Notable developments included the introduction of a weekly flight to Havana with a cargo capacity of 20 tonnes and multiple weekly flights to Puerto Plata, Kingston, and Bridgetown, each with a two-tonne cargo capacity,” de Bruijn highlighted.
“Strategic partnerships have been instrumental in WestJet Cargo’s success by providing access to new markets, enhancing service capabilities, optimising operations, and fostering innovation. By continuing to cultivate and strengthen these partnerships, WestJet Cargo can sustain its growth trajectory and remain a key player in the global airfreight sector.”
Digital developments
Digitalisation aligns with WestJet Cargo’s goals for enhanced efficiency and delivery by modernising its operational processes through automation, reducing manual tasks and paperwork, and optimising workflows. Through digitisation, the airline can streamline cargo movement by automating tasks like booking, tracking, and documentation, minimising inefficiencies along the way.
Additionally, digitalisation enables WestJet Cargo to collect and analyse data, empowering them to make informed decisions and drive continuous improvement. By harnessing insights from digital platforms, the airline can identify trends, optimise routes, allocate resources effectively, and proactively address operational challenges, ultimately leading to improved efficiency and service delivery in line with its goals.
“The digital roadmap holds significant importance for WestJet Cargo’s growth as it represents a strategic approach to leveraging digital technology and online platforms to enhance the airline’s operations, customer experience, and market presence,” de Bruijn explained.
“Implementing digital solutions allows WestJet Cargo to streamline processes, automate tasks, and optimise resource allocation.”
By digitising various aspects of its operations, such as booking, tracking, and documentation, the airline can improve efficiency, reduce manual errors, and enhance overall productivity. “A robust digital platform enables WestJet Cargo to offer customers a seamless and user-friendly experience.
From online booking and shipment tracking to self-service options and real-time communication, the digital roadmap aims to provide customers with greater convenience, transparency, and control over their shipments.
“By strengthening its online presence and marketplace capabilities, WestJet Cargo can reach a wider audience of potential customers. An enhanced digital platform allows the airline to showcase its services, promote offerings, and attract new business opportunities, both domestically and internationally.”
