WestJet redesigns WestJet Rewards, increases spend thresholds, adds benefits

WestJet is redesigning its WestJet Rewards loyalty program so that it works harder for existing members while, at the same time, maintains an appeal to Canadians who’ve yet to use it.  

An initial set of changes will take effect in January 2025, coinciding with the new qualifying year, PAX has learned. A second set of broader program changes will be announced in 2025.

The redesign comes as WestJet Rewards nears its 15th year anniversary.  

“We’re going through a teenage change,” said Hannah Fairweather, senior manager, member engagement at WestJet, speaking to PAX via video link last week. “It’s time to really look at the program design and its value proposition,”

Tier qualifying spend will increase

One standout change is that WestJet, for the first time ever, will increase its tier qualifying spend thresholds for achieving Silver, Gold and Platinum status.

Starting next year, Silver-level members will need to spend $4,000, up from $3,000, in order to qualify for status; the threshold for Gold will be increased to $6,000 (up from $5,000); and the qualifying spend for Platinum will be bumped to $10,000 (up from $8,000).

Travellers who have qualified under the current “3-5-8” structure in 2024 will still keep their benefits through 2025. The new 2025 qualifiers will apply to the 2026 benefit year, Fairweather explained.

Why the increase? The cost of flying and inflation is one reason. Another consideration is the fact that WestJet, since 2019, has sold pod-style business class cabins on its Boeing 787 Dreamliners.

Customers flying on ultra-premiums fares are, essentially, achieving status too quickly. "We had members that would fly to Rome and make it into Gold or Platinum just for that one trip,” Fairweather said.

Recalibrating the qualifying spend, which Fairweather calls a “modest” (but obtainable) increase, is about keeping status levels special.

“We have to protect [and ensure] that we’re still delivering the right amount of service so it feels exclusive,” she said.

WestJet is also looking at ways to qualify for status outside of flight spend. "More details on that will be shared in 2025," Fairweather said. 

Priority boarding, rezoned

With this in mind, WestJet is rezoning its priority boarding calls to improve the boarding experience for top-tier guests and for customers seated in upgraded cabins.

Zone 1 will soon be reserved exclusively for Platinum members and guests seated in Premium and Business cabins; Zone 2 will be fore Gold and Silver members only, as well as guests in Extended Comfort seats.

This is meant to ensure that all top-tier members are among the first to board the aircraft, WestJet says.

These changes come in response to feedback that was shared by WestJet’s member advisory panel, said Fairweather, noting that top-tier members felt that Zone 1, for including too many passengers, had lost its exclusivity. 

“It’s quite an emotional benefit,” she said. “People want to be able to get on with their bag and into the safety zone of their seat. People look forward to that being delivered consistently.”

Moving Gold to Zone 2 may “feel like hit,” Fairweather admitted. "However, several rows that were previously in Zone 2 have now been moved to a later boarding zone, ensuring that Zone 2 is a designated priority zone only for Gold, Silver and those in Extended Comfort."

“When members experience it, it should feel like a more efficient and exclusive process,” she said. 

New complimentary upgrades & milestone awards

Another change is WestJet expanding the eligibility for complimentary cabin upgrades.

Starting January 15, as a top tier member travelling with a companion on the same reservation, both passengers will be eligible to be upgraded to WestJet’s Premium cabin, allowing customers to share the perks of top-tier status with friends and family.

The program is also adjusting milestone award levels and choices.

On January 1, new milestone levels will take effect, including a new award at $2,000 in qualifying spend with all new choices—providing options earlier on in the spend journey.

New choices will be added to each award level as part of the larger enhancements to WestJet Rewards in 2025.

While the complete details are still under wraps, members who reach the $2,000 threshold will be eligible for three new award choices, including $20 WestJet dollars, $200 towards one’s qualifying spend, or a $25 gift card with a WestJet partner (not related to travel).

WestJet, this week, has already announced one of its strategic partners.

WestJet and food delivery service Skip (formally SkipTheDishes) revealed Tuesday (Nov. 5) that they’re joining forces, marrying the realms of everyday convenience with travel.

WestJet Rewards members will have the option to choose a Skip gift card as part of a new milestone award within the WestJet Rewards program.

Meanwhile, Skip’s newly-launched membership program, Skip+, will give members access to exclusive WestJet travel perks and experiences.

Two-year expiry for companion vouchers

WestJet Rewards is also improving the flexibility of companion vouchers issued as a milestone award, extending the expiry to two years.

“We want benefits that are useable and don’t break. That’s where the true experience of loyalty comes in,” said Fairweather.

Now, all companion vouchers issued as a milestone award will have a two-year expiry. (WestJet says it has already extended the expiry of any unused vouchers issued in 2024 by an extra 12 months).

The idea is to give members an opportunity to think about what trip they want to use their voucher on, and get excited about it,

Qualifying members will also be able to combine two vouchers – “so the real frequent flyers can combine two, which is great for a family of four,” Fairweather told PAX.

“You’re essentially getting two free fares,” she said. “Those are fairly sizeable value changes.”

Will WestJet offer eUpgrades?

It’s a strategic range of changes that will undoubtedly enhance the travel experience. But will WestJet Rewards get into the eUpgrades business like Air Canada’s Aeroplan loyalty program?

The team has thought about it, Fairweather said, but it doesn’t see the value in credits at this present time,

“[Credits] cumulate and they’re often not possible to use because they’re inventory dependent,” she said. “They can be a real disappointment. We have to be thoughtful about inventory availability.”

There’s also something to be said about keeping a loyalty program simple.

Because once you start introducing credits, “you essentially have another currency that people have to track,” Fairweather told PAX.

“It sounds like a good idea,” she said, “but it’s so easy to move away from the simplicity of being able to use the program,” she said.  

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