Flair Says It’s No Longer ULCC, Seeks Fleet Growth in Canada

Flair Airlines no longer considers itself an ultra-low-cost carrier, instead positioning the airline as a “value carrier” better suited to the realities of the Canadian market, chief executive Maciej Wilk said in an interview with TravelPulse Canada. The shift reflects a strategic departure from the traditional ULCC model as the airline focuses on reliability, network flexibility, and a more robust onboard and airport experience.

Wilk said Canada’s geography, seasonality, and cost structure make it difficult to apply the ULCC playbook without modification. As a result, Flair has adapted its operating model to balance cost discipline with service elements that better match customer expectations on longer domestic routes and leisure-focused international flying.

Alongside the repositioning, Flair is looking to expand its fleet by four or five additional aircraft. Growth, however, is being constrained by limited aircraft availability, driven by production delays and technical issues affecting narrowbody fleets globally. Wilk pointed to manufacturing challenges at Boeing and ongoing engine issues on the Airbus A320neo family as factors tightening the secondary aircraft market.

According to Wilk, only a small number of aircraft are returning to the market, slowing Flair’s ability to scale as quickly as it would like. He said the airline is operationally ready to grow and could absorb additional capacity immediately if suitable aircraft were available.

Flair’s fleet strategy has focused on balancing efficiency with flexibility. In a previous interview with ch-aviation, the airline’s chief commercial officer Eric Tanner said Flair aims to operate a mix of Boeing 737-8 and Boeing 737-800 aircraft. The inclusion of older-generation aircraft provides a lower-cost platform that allows the airline to better manage Canada’s highly seasonal demand patterns, particularly outside peak summer travel periods.

According to ch-aviation fleet data, Flair currently operates eighteen Boeing 737-8s and two Boeing 737-800s. The airline believes this combination supports competitive unit costs while offering greater deployment flexibility across its domestic and international network.

Wilk said Flair has spent the past three years executing a transformation focused on improving operational reliability and enhancing the customer experience. He described the product as increasingly comparable to that of larger competitors, citing improvements across the airport journey and onboard service.

He added that Flair has consciously deviated from the ULCC model by adopting practices such as having crews overnight away from their home bases, enabling the airline to operate dense trunk routes like Vancouver International Airport to Toronto Pearson International Airport more efficiently. The airline has also leaned into winter demand for leisure travel, including services to destinations such as Cancún.

The strategic shift comes amid a shrinking ULCC landscape in Canada. In recent years, carriers including Lynx Air and Canada Jetlines have suspended operations, underscoring the challenges of sustaining a pure ultra-low-cost model in the Canadian market. Flair’s repositioning signals an attempt to carve out a more resilient niche as a value-focused alternative with ambitions for measured growth.

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Sources: AirGuide Business airguide.info, bing.com, ch-aviation.com