Air Canada targets new destinations with low-cost carrier Rouge
Air Canada is launching a new discount carrier, Rouge, with operations beginning in July 2013. As a wholly owned Air Canada subsidiary, it’s part of Air Canada’s newly integrated leisure group that also includes Air Canada Vacations.
“With the introduction today of Air Canada rouge, Air Canada enters today’s growing leisure travel market on a truly competitive basis,” said Ben Smith, Air Canada’s Executive Vice President and Chief Commercial Officer, in the official media release. “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.”
Michael Friisdahl, President and Chief Executive Officer of Air Canada’s Leisure Group, continued, “With leisure time at a premium, Air Canada rouge will combine affordable fares, great service and choice leisure destinations with those benefits offered by Air Canada and Air Canada Vacations that are valued most by vacation travellers. We look forward to giving them a warm welcome onboard Air Canada rouge, Canada’s affordably stylish leisure airline."
Special introductory Air Canada rouge fares now on sale to: Venice, Edinburgh, Athens, Cuba, Dominican Republic, Jamaica and Costa Rica
Rouge's in-flight service will be weighted towards paid amenities; snacks, meals, and drinks will come with a nominal fee on flights on Caribbean destinations. Meals will be free to the European destinations but alcoholic beverages will cost extra.The in-flight entertainment system will come in the form of streaming media. The pricing for streaming media has not yet been released.
For its inaugural 2013 season, Air Canada rouge will introduce new routes not currently operated by Air Canada to Venice, Italy and Edinburgh, Scotland. In addition, Air Canada seasonal services from Toronto and Montreal to Athens, Greece will be flown by the leisure carrier. Similarly, existing Air Canada flights operated in cooperation with Air Canada Vacations to Cuba, the Dominican Republic, Jamaica and Costa Rica will be operated by Air Canada rouge effective July 2013.