That trend appears to continue until late October 2013. Air Canada spokesperson Angela Mah explains that airlines fares fluctuate just like any commodity, and the adjustment of fares if part of the process.
"We look at fares on a daily basis and we will adjust to ensure that we are competitive in every market that we fly to," she says. "We will always review the fares to make sure that we are competitive in all of our markets."
She points to the airline's reduction of flight fares from Fort St. John to Vancouver last July to be competitive with other airports in northern Alberta and B.C., after residents started a letter campaign requesting cheaper flights. She adds that Air Canada will continue to have five flights a day to Vancouver throughout the summer, which was increased from four last October, along with increased capacity on that route by 19 per cent starting in May, by using new Bombardier Q400 planes, which WestJet Encore will be using as well.
The reduction seen on Air Canada flights this summer will vary for customers, and Mah suggests that booking further into the future will elicit less expensive fares as they are based on how many seats are left to be booked. Air Canada introduced a "Lowest Price Guarantee" this morning, assuring customers they will get the lowest price available online within 24 hours of booking.
"Our promise to our customers is that by going to aircanada.com they are guaranteed of always finding the lowest prices for wherever we fly and if they find the same flight elsewhere in Canada at a lower price within 24 hours we will provide a $50 travel credit plus the price difference," said Ben Smith, Executive Vice President and Chief Commercial Officer at Air Canada.
WestJet unveiled a similar guarantee back in 2009.