West Jet started to lose the plot around 4 years ago. As a fare-paying pax who formerly gave them 100% of my Canadian business, their move away from the SouthWest model, more towards apeing AC rankled: to wit the gutting of the West Jet $ Miles scheme; the installation of 'business' class achieved by cramming std seats closer together; the chopping of many 737 routes and cramming pax into the hideously slow and noisy Q400s (my most frequent flight went from 1h10m to 2hrs!) and their joke of an online booking tool which thinks 12-18 hour connection times within N America are perfectly acceptable. That before their fiasco into long haul with the geriatric ex-Qantas 767s.
I wouls suggest that all the Execs responsible for the above be culled, but the thing is, the market has moved on. Even if West Jet went back to the model that made it so successful, it would find Air Canada Rouge already there. I'm not a massive fan of AC rouge, but they deliver the convenience and value I want.
West Jet blew it. Big time.