Airlines’ ‘bait-and-switch’ strategy lures customers to flights that never take off

Rob Przybylski and Courtney Ross were slated to wrap up the month on a Costa Rican beach, sipping sugarcane cocktails with friends and family as they celebrated their wedding.

Instead, the Oshawa, Ont., duo say they and their 84 guests are out more than $216,000 after their Sunwing Airlines vacation package was cancelled due to the COVID-19 pandemic.

“They have basically told us that refunds are not an option,” said Przybylski, 35.

Like most Canadian airlines, Sunwing does not reimburse passengers for flights cancelled by the airline, instead offering travel vouchers valid for two years.

The couple’s original booking in April had been called off by the carrier as the virus shut down global air travel. Their destination, a Planet Hollywood resort on the Pacific Ocean, offered a refund, but Sunwing did not, he said. So they rebooked the nuptial getaway for Nov. 27.

Sunwing cancelled the second flight last month, he said.

“We have 80 people that are out money, and a lot of them aren’t working now,” including his fiancee for much of this year, Przybylski said.

“My mom is the perfect example. She hasn’t travelled in 30 years. What is she going to do with a credit?”

Despite minuscule travel demand, Canadian airlines continue to schedule tens of thousands of flights per month, only to cancel the vast majority of them several weeks before takeoff.

The approach can leave passengers with a drastically changed itinerary or no flight at all, giving them little choice but to accept vouchers they may never use.

Air Canada cut more than 27,000 flights, or 70 per cent, from its November schedule between Sept. 25 and Oct. 9, according to figures from aviation data firm Cirium. It cut another 2,000 by the end of October.

WestJet Airlines, which recently began to offer refunds for cancelled flights, in contrast to its competitors, slashed its November schedule by about 12,400 flights, or 68 per cent, in one week last month. Air Transat scrapped 63 per cent of its flights for November in the same week, leaving it with 123 — down to 100 as of last week.

Comparable schedule cuts occurred in October and September.

“It’s called bait and switch,” said John Gradek, a lecturer at McGill University and head of its Global Aviation Leadership program.

The strategy is a response to a shift in customer behaviour, an attempt to woo wary travellers with ample flight options before drastically undersold seats prompt a scheduling cull.

“The industry cross their fingers and hope people buy, that they all of a sudden get this insane urge to fly,” Gradek said, calling the practice “deceptive.”

“‘Cynical’ is probably too light of a word,” he said. “It borders on the edge of misleading advertising, that you’re promoting and offering for sale stuff that you know there’s a high probability will not be what you’re actually offering to the customer.”