CALGARY — Canadian travellers are a pretty savvy lot. They know that waiting is often the best way to get the lowest price.

Many suppliers have tried to change this behaviour by offering early booking discounts or by guaranteeing that those who book early will get the benefit if prices drop. This has been only marginally effective.

WestJet is the latest to try to get people to stop waiting for seat sales because they are faced with expensive regular fares.

The Calgary-based carrier has introduced, what it calls, “new everyday value fares with an enhanced pricing structure that reduces the volatility that has been present in the airline industry by providing lower fares across their entire schedule (330 days ahead of departure). Guests can purchase with confidence when they’re ready to book rather than have to wait for a seat sale to get a low price”.

In addition, WestJet has reduced full price fares by an average of 25% for all flights across its entire 68-city North American and Caribbean network.

According to Hugh Dunleavy, WestJet executive vice-president, Strategy and Planning, “feedback from our guests shows that they are frustrated at the unpredictability of fares with seat sales only available up to a few months in advance.

“As part of this new strategy, fares at the higher end of the spectrum will be reduced. For those guests who, for one reason or another, have to travel at the last minute or at peak travel times like Christmas, we’ve significantly reduced those fares to make them more affordable.”