Porter Airlines’ ascent: Can the comfort carrier last in Canadian skies?

Porter Airlines is aiming high in Canada's aviation sector, setting its sights on competing with established airlines—not just by offering lower fares, but by focusing on delivering a superior passenger experience.

“It’s a completely different way to travel in economy, and it’s allowed us to grow very quickly over the last 18 months,” Porter CEO Michael Deluce said in an exclusive interview with Global News.

The Toronto-based airline has emerged from the challenges of the COVID-19 pandemic with aggressive expansion plans, adding new jets and destinations to its lineup in an effort to scale up rapidly. However, aviation experts caution that Porter faces stiff challenges, as other promising Canadian airlines have struggled to sustain competition in a concentrated market.

“The key question is whether they can do this profitably and make it work. Everyone is watching closely right now,” said Robert Kokonis, president of consultancy firm AirTrav Inc.

A Flight Experience Without the Middle Seat

Porter’s strategy centers on enhancing the passenger experience. Its aircraft are designed without middle seats, offer complimentary onboard Wi-Fi, and provide free alcoholic beverages.

According to Lesley Keyter, owner of the Travel Lady agency in Calgary, many of her clients—primarily older travelers—prefer Porter for the extra space and comfort. “The absence of a middle seat is a big advantage for those with mobility issues, and serving drinks in real glassware adds a nostalgic, elegant touch,” she explained.

“Everyone is talking about it because the service is unlike anything else offered by other airlines in Canada or North America,” Deluce said.

Porter’s approach appears to be resonating with passengers and regulators alike. Deluce highlighted the airline's strong customer satisfaction ratings in internal surveys, which align with favorable regulatory assessments.

From April 2023 to June 2024, the Canadian Transportation Agency recorded Porter as having the fewest customer complaints among its competitors, with just 1.3 complaints per 100 flights. In comparison, Air Canada and WestJet each averaged around five complaints per 100 flights. Edmonton-based Flair Airlines reported 15 complaints per 100 flights, and the now-defunct Lynx Air had the highest rate at 18.9.

Competitors Respond

Porter’s rivals appear to be responding to its unique offerings. In June, Air Canada announced it would begin offering complimentary alcoholic beverages, and a month later, WestJet said it would introduce free Wi-Fi on select routes.

Porter took note of these developments, offering playful congratulations to both airlines on social media, positioning itself as a cheeky but confident competitor.