Travelers frequently put up with annoyances like delayed flights, unforeseen costs, and difficult connections. In early 2026, however, WestJet tried a new limit: the distance between the knees of passengers and the seat in front of them. That experiment literally hit too close to the bone for a lot of people.
In an effort to boost capacity and engage in more aggressive price competition, WestJet discreetly implemented a 28-inch seat pitch throughout certain of its aircraft. What came next was a very quick public reckoning. In a matter of days, the airline had to walk it all back due to people rather than regulations.
Social media saw the start of the backlash. Then came a surge of viral photos: elbows brushing strangers, chins grazing tray tables, and knees jammed uncomfortably. Millions of people saw a particularly poignant video that showed a passenger straining to sit without twisting sideways. With every post, the airline’s brand was further damaged.
| Item | Detail |
|---|---|
| Founded | June 27, 1994 |
| Headquarters | Calgary, Alberta, Canada |
| CEO | Alexis von Hoensbroech (since February 15, 2022) |
| Parent Company | Onex Corporation |
| Fleet Size | Over 100 aircraft |
| Annual Passengers (est.) | 25 million+ |
| Recent Development | Reversed decision to install tighter 28-inch economy seat pitch |
| Service Type | Scheduled, charter, and cargo air service across 100+ destinations |
| Official Website | www.westjet.com |
Instead of denying the discomfort or avoiding criticism, WestJet replied with candor, which is remarkably uncommon in corporate aviation. In a statement, CEO Alexis von Hoensbroech, who has a pragmatic leadership style, acknowledged the comments and confirmed a return to larger seating. It was a strikingly successful turnabout in a field where pride frequently impedes change.
After ten years of frequent WestJet travel, I found this episode to be quite eye-opening. In 2018, the pilot personally met passengers at the boarding door on a trip from Edmonton, as I recall. That feeling of familiarity and concern used to characterize the culture of the airline. Therefore, it felt remarkably out of character to watch it lean into really packed seating.
However, it’s not simply the reversal that makes this story so relevant—it’s also how it happened.
By using direct customer feedback, which is frequently unfiltered and visible, the airline was able to avoid a protracted catastrophe. That in and of itself shows how accountability has changed over time. Once controlled by well planned press releases, transparency is now required in real time. WestJet had to face the consequences after thousands of flyers made their voices—and their knees—heard, not after a lawsuit or a warning from a regulator.
The choice to increase seat pitch will not be made lightly. Aircraft retrofitting entails modifying schedules, obtaining regulatory reapprovals, and redesigning layouts. However, the move is very obvious in terms of reputation. It conveys to passengers that the human experience is more important than finding a few extra seats on a flight.
Here, too, there is a positive knock-on effect.
WestJet’s turnaround provides a model for mid-tier carriers balancing affordability and comfort: take risks with innovation, but gracefully retreat if customers aren’t on board. This dynamic, which is especially pertinent as airlines investigate AI-driven optimization and dynamic seat pricing, points to a future in which adaptability will be valued above intransigence.
It also discloses a more profound aspect of trust. Flying is an emotional and physical experience, not just a transaction. People board airplanes with tension, exhaustion, excitement, and occasionally sadness. Squeezing into a seat that was made for efficiency rather than compassion can make all of that worse.
The comfort of a few inches may seem insignificant in the perspective of contemporary travel, until you notice the difference in the middle of the flight. For tall tourists in particular, 28 inches is more than just a hassle. It is harsh. Long-distance travel or turbulence make it untenable.
Restoring its seat pitch is a symbolic solution for WestJet, not just a technical one. It re-establishes the airline’s commitment to the principles that shaped its customer base: dignity without compromise. It also demonstrates that, when collective, visual, and persistent, passenger input can actually influence business policy.
I’m not saying that all airlines will do the same. Many keep reducing amenities and increasing costs in the hopes that tourists won’t object. However, WestJet’s change conveys a subtle message to the industry: listening to passengers is more beneficial than ignoring them.
I heard a passenger recently compare the adjustment to “getting legroom back after your little brother stole it” in reference to WestJet. Quite poetic, and really true.
That tone—casual, self-aware, and even a little cheeky—was exactly what attracted people to WestJet in its early years. By taking responsibility for its error and changing its direction, it has now been able to regain some of that identity. Through action rather than advertising.
I won’t be considering seating charts or corporate margins the next time I take a flight with them. Videos, knees, and a choice that made me realize that customer voices can still achieve cruising altitude will all be on my mind.
