“We’re here for the long haul”: Flair celebrates 20 years

Flair Airlines marks its 20th birthday this month, celebrating two decades of “rewriting the rules of Canadian aviation,” the company said Wednesday (Aug. 27).

“We’ve grown, we’ve evolved, and we’ve kept the rebellious, challenger spirit that got us off the ground in the first place,” said Maciej Wilk, CEO of Flair, in a statement. “The status quo doesn’t serve Canadians. We’re here to change it, and we’re just getting started.”

Founded as Flair Air on August 19, 2005, the airline began operations as a private company in Kelowna, B.C., using Boeing 727-200 aircraft for both cargo and passenger charter flights, including services between Canada and Cuba for Cubana de Aviación.

Later on, it diversified into workforce transportation across Canada, securing contracts that included major resource and construction clients, notably moving thousands of workers for Shell Canada’s oil sands project.

Workplace logistics & turning a new leaf

The late 2000s saw the company modernize its fleet. Starting in 2008, Flair phased out the aging 727s in favour of more efficient Boeing 737-400s, reaching a fleet of five by 2015

A crucial contract with Shell Canada in 2013 established Flair's reputation in workforce logistics.

At one point, it transported over 10,000 workers monthly, eventually forming a subsidiary, North Sands Air Services, to manage logistics and charters.

Meanwhile, NewLeaf Travel Company launched in 2015 as a virtual airline, offering budget tickets sold separately from operations (which Flair handled). Flights began in 2016.

In June 2017, Flair acquired NewLeaf’s assets, rebranding fully as Flair Airlines and retiring the NewLeaf name by late July.

Flair soon launched scheduled passenger services under its own banner, with fresh magenta livery, and expanded its 737-400 fleet.

READ MORE: Flair completes executive team with three appointments

In 2018, the airline moved its headquarters from Kelowna to Edmonton and received investment from 777 Partners, aiming to scale up as Canada’s top ultra-low-cost carrier (ULCC).

Into 2019, Flair adopted a new acid green and black branding. The last 737-400 was retired by August 2020, and in early 2021, Flair ordered Boeing 737 MAX 8 jets (and it’s been MAX ever since).

Since 2020, Flair has established itself firmly as an ULCC, offering unbundled fares where add-ons like baggage, seat selection, and refreshments are optional.

Flair continues to operate both domestic and international routes, including to U.S., Mexican, Jamaican, and Dominican destinations.

In August 2023, the airline set a record by flying 514,325 passengers in a single month with a load factor of 93 per cent.

Navigating bumpy skies

The airline, in recent years, has also faced its share of high-profile challenges.

In 2022, the Canadian Transportation Agency (CTA) reviewed Flair’s ownership structure amid concerns that U.S.-based 777 Partners may exert control despite owning less than 49 per cent.

In June that same year, Flair was ruled to meet Canadian control requirements by constraining 777 Partners' influence. 

Financial troubles have also followed. In March 2023, during the March Break rush, four Boeing 737s were seized by lessors over unpaid lease payments. Flair claimed the amount was around US$1 million and blamed competitors.

Flair also, as of January 2024, owed more than $67 million (CAD) in unpaid taxes to the Canada Revenue Agency. Seizure proceedings were initiated, though the airline affirmed a plan to settle the debt with the CRA.

Stay the course

Still, Flair has remained an active player in the aviation game, despite pressure from growing competition among other Canadian ULCCs and leisure carriers, such as Lynx Air, Swoop and Canada Jetlines (all of which have folded).

It continues to emphasize affordability and has taken steps to enhance customer service amidst a surge of complaints in earlier years.

Last year, Flair launched an On-Time Guarantee (OTG), a customer pledge where the company issues a $60 travel voucher if a flight is delayed by more than 60 minutes or cancelled within 72 hours of departure.

Lately, it has branded itself as Canada’s “most reliable” airline for on-time performance, emphasizing fewer flight cancellations and a higher percentage of on-schedule departures.

Last April, Flair launched its “FWD platform” as a customer service portal with services like “Immfly” in-seat ordering for food and drinks, and “iCoupon” meal redemptions.

While the airline’s main focus has been on direct sales, bypassing the travel advisor community, it has taken steps to broaden its distribution.

In 2023, Flair partnered with travel-tech provider GO7 to connect its flights to global distribution systems (GDS), making fares available to GDS-connected agencies and OTAs worldwide.

Flair’s latest route announcement introduces non-stop service to Mexico City (MEX) from both Vancouver (YVR) and Toronto (YYZ) this October, adding to its roster of other Mexican destinations, including Cancun, Puerto Vallarta and Guadalajara.

No longer a ULCC?

Although Flair has long carried the ULCC label, recent remarks from the company’s Chief Commercial Officer Eric Tanner indicate the airline may be charting a new course.

Speaking recently on a podcast, Tanner said the ULCC model does not apply to Flair – nor does it work in the North American market.

As reported in Simple Flying, Tanner noted how Flair’s aircraft seat the same number of passengers as WestJet’s and that its baggage policies mirror those of Porter Airlines.

WestJet has even introduced a new 'Ultra Basic' fare category to rival Flair’s pricing, he said, adding that competition in Canada and North America is far more intense than what European ULCCs like Ryanair contend with.

Flair may no longer brand itself as a ULCC, but the team maintains that it’s a low-cost leader.

“As Canada’s only affordable airline left, Flair Airlines plays an essential role in keeping air travel affordable. We are excited to work with stakeholders across the industry to lower prices for our shared customers,” Tanner wrote in a recent LinkedIn post. 

Flair’s 1,000+ team members, meanwhile, have “stayed locked on the mission, helping millions of Canadians skip the overpriced status quo,” the airline says.  

“We’ve had 20 years of growth, change, and resilience, and the best part is, we’re still the underdog,” stated Wilk, who was named permanent CEO of Flair this past July.

“We’re here for the long haul, and we’re not done flipping the script on Canadian air travel.”

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