WestJet says demand for its Brandon to Toronto flight 'soft'

WestJet says demand for Brandon's new connection to Toronto hasn't quite taken off, but the company is optimistic more seats will be filled as the summer wears on.

The new flight between Manitoba's second-largest cityand the Ontario capital launched in late June, part of a series of seasonal connections. Flights will operate four times weekly between the two cities until Sept. 5, 2016, however WestJet said in June that it could be extended if there is enough demand, which the airline says it isn't seeing yet.

• First direct flight between Toronto and Brandon, Man. takes off Tuesday night
• Direct flights from Brandon to Toronto available this summer

"It is a bit slower than what we were hoping for," said WestJet spokesmen Robert Palmer.

Palmer said that while it is slower than the airline was hoping for, it's not a concern just yet. He believes the main factor in the slow sales is the lack of awareness of the route.

"It is not unusual for a new route. It does take time to build awareness for a new route," he said. "It doesn't happen overnight but rather it can take a wee bit of time to see a level of familiarity that translates into reservations."

• WestJet direct flights from Winnipeg to Halifax take off this summer

The Boeing 737 jets being used for the Brandon to Toronto flights seat between 113 and 130 passengers.

Asked if the other seasonal flights, which include direct connectionsbetween Vancouver, B.C.and both London and Hamilton, Ont., are experiencing the same slow demand, Palmer said each route is different and it would be like comparing apples to oranges.

He wouldn't get into the specifics on sales to date, but did say the airline is already seeingdemand in Brandon pick up.

"We definitely have seen an improvementover the past couple of weeks and that is encouraging," he said. "It's still a little bit slow and a little bit below what we were hoping to see."

Mayor, chamber remain optimistic

For those who advocated heavily for the new eastern route, news of the slower than expected demand comes as somewhat of a concern.

"Naturally it is [a concern]," said Brandon mayor Rick Chrest. "We want it to succesd."

"We believe that it will prove out over time and especially the seasonality of it," Chrest added. He said many business people whowould use the flight typically don't do a lot of business travelling over the summer months and is optimistic, like WestJet, that seat sales will pick up by September.

"We're pretty optimistic that things will come to pass and it gives WestJet a favourable reading on this," he said. "The western leg to Calgary is very strong and goes in and out almost full everyday."

Westjetscaled back a second daily flight between Brandon and Calgary in January due to a slowdown in the energy sector. Daily service between the citiesfirst launched in 2013.

Terry Burgess is the president of the Brandon Chamber of Commerce.

"I, like WestJet... would be hopeful that we could make it go," Burgess said. "While they are not committing to cancelling at this point, they are giving us an opportunity to use it for the rest of the summer and show that there is a case for them to be here."

Favourable comments

Both Burgess and Chrest said they have heard very favourable comments from those who have flown to or from Toronto, mainly for the sake of convenience.

Neither isgiving up hope that the flight could be here to stay.

"We think it will work on a long-term basis," said Chrest.

"Air service is like anything else," Palmer added. "The more you use the more you get."