Air Canada set to hit highs with low cost 'rouge'

Making a foray into the budget traveller market, Air Canada has unveiled its new low cost subsidiary, Air Canada rouge.

Commencing operations in July 2013, the self-described “affordably stylish leisure airline” will fly on routes currently not serviced by Air Canada, including Venice, Italy and Edinburgh, Scotland.

Additionally, the carrier will fly from Toronto and Montreal to Athens, Greece, as well as utilise existing Air Canada routes to Cuba, the Dominican Republic, Jamaica and Costa Rica.

With the new venture to be launched in partnership with Air Canada Vacations, the airline's executive vice president and chief commercial officer Ben Smith said the new carrier would help Air Canada enter the leisure travel market “on a truly competitive basis”.

"In partnership with Air Canada Vacations, part of our new leisure group, Air Canada rouge will leverage the strengths of Air Canada's extensive network, operational expertise and frequent flyer reward program in order to offer Canadians great value for their vacation travel,” Mr Smith said.

The airline will initially comprise of two Boeing 767-300ERs, to operate on transatlantic flights, and two Airbus A319 aircraft, to fly in Northern America.

Air Canada expects to move more aircraft to the low cost subsidiary from 2014 when it begins to take delivery of new Boeing 787 Dreamliners and said rouge may operate up to 20 Boeing 767-300ER aircraft and 30 Airbus A319 aircraft.

While routes are still subject to regulatory approval, the airline has launched special introductory fares now available for purchase until 25 December 2012 for travel between July and October 2013.  

Sourced: etravelblackboardasia