“The old Rouge is dead”: Travel pros review (and praise) the “new" Air Canada Rouge

This story was updated on Thursday, May 7 at 11:31 p.m. EST.

Air Canada welcomed some 200 travel agency partners and media from across Western Canada into its hangar in Richmond, BC, on Wednesday (May 6), offering an exclusive first look at the evolution of its Rouge brand as it transitions to a fleet of Boeing 737-8 aircraft.

The refresh marks a major overhaul for Air Canada Rouge, under the airline’s cabin renewal program. It will usher in modern interiors, new technology and details shaped by customer and employee feedback.

As part of the multi-year initiative, all Boeing 737 MAX 8s that are currently used for Air Canada’s mainline fleet will transition to Air Canada Rouge through 2026.

READ MORE: From Rouge revamp to free Wi-fi: Inside Air Canada’s comprehensive fleet upgrade

The updated cabins feature 12 Business Class seats, 18 Preferred extra legroom Economy seats, and 147 Standard Economy seats – each reclining, featuring on-demand seatback entertainment screens and free Wi-Fi for Aeroplan Members.

Onboard food and drink include complimentary wine and beer (including non-alcoholic beer) plus Canadian-made snacks on all North American and Caribbean flights, with items such as MadeGood Morning Bars (on flights before 10 a.m.), TWIGZ pretzels and Leclerc Célébration cookies.

READ MORE: Air Canada transfers first 737-8 to Rouge

The first Boeing 737 MAX 8 aircraft entered service with Air Canada Rouge in March. Additionally, a new Rouge crew base opened in Vancouver that same month.

“Truly exciting”

Wednesday’s “Rouge It Up!” event – appropriately, held on global Travel Advisor Day – welcomed a bevy of travel advisors from British Columbia, Alberta, Saskatchewan and Manitoba.

The event also featured a trade show featuring hotels and destinations serviced by Air Canada Rouge.

Participating brands included the Jamaica Tourist Board, Visit Los Cabos, Las Vegas Convention and Visitors Authority, Travel Nevada, the Arizona Office of Tourism, Brand USA Barbados Tourism, Sandals and Beaches Resorts, Iberostar, Fairmont Vancouver Airport Hotel and World of Hyatt.

Erminia Gallina, director of sales at Air Canada Vacations, said it was “truly exciting” being able to witness the new Boeing 737 Max and see how Rouge is “getting a complete overhaul, which is guaranteed to elevate the experience of our passengers.”

“When customers step onto an Air Canada aircraft, they should instantly feel a sense of comfort, care, and pride,” she said. “Consider this mainline comfort with a modern touch and we couldn’t be more excited.”

“With all our new route announcements this year, this couldn’t have happened at a better time.”

“The old Rouge is dead”

According to Vancouver-based McKenzie McMillan, a luxury travel advisor and co-owner of The Travel Group, travel advisors with memories of the first iteration of Air Canada Rouge may feel “a cold chill down their spine” at the thought of Air Canada’s low-cost leisure arm making a comeback, taking over a number of mainline routes.

However, after experiencing the new product at yesterday’s event, McMillan said he can “confidently say the old Rouge is dead.”

Travel advisors, he said, “can definitely feel confident selling it to clients,” he told PAX.

A number of advisors and key corporate accounts at yesterday’s preview were invited to explore the new and improved jet and learn more about Rouge’s new product.

The 737 MAX-8 jets are expanding to cover the vast majority of sun routes out of Vancouver, as well as some domestic routes in the summer season.

“I had a chance to tour the jet, and honestly, there is very little that differentiates it from Air Canada’s mainline domestic and transborder product,” McMillan observed.  

“The only difference I noticed was one less row of Business Class – yes, they have an actual Business Class – and the removal of most of the “Preferred seats,” with the exception of bulkhead and exit row.”

“Beyond that, this could easily be confused for a standard mainline Air Canada Jet.”

The flight crew uniforms have also been updated, and now present a more professional, crisp look, in line with Air Canada’s standards. “The fedoras are long gone!” McMillan noted.

“Leisure travellers should rejoice!”

Air Canada expects 45 Boeing 737 MAX aircraft to transition to Rouge by the end of 2026.

As part of the transformation, all Airbus A320 and A321 aircraft previously operated by Rouge will transition to Air Canada’s mainline fleet, with upgraded interiors planned for each aircraft.

“Overall, this seems less like a departure from the Air Canada product we are used to, and more, a useful way to better identify routes that are deemed to be more leisure-forward,” McMillan added.

“I am confident travellers will barely notice any difference in service levels.”

The bottom line? It’s a “seismic improvement” over the previous iteration of Rouge, said McMillan.

“Leisure travellers should rejoice!” he said.

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