WestJet calls its ultra-low-cost air carrier Swoop

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      The Canadian discount airline wars are intensifying with one of the major carriers entering the market.

      WestJet has announced that its "ultra-low-cost airline" will be named Swoop.

      It will start selling flights in 2018.

      “The name Swoop denotes exactly what we plan to do,” WestJet executive vice president Bob Cummings said in a news release. “It’s a powerful verb that demonstrates we plan to swoop in to the Canadian market with a new business model that will provide lower fares and greater opportunity for more Canadians to travel.”

      The new service will be headquartered in Alberta.

      Swoop will be competing against other Canadian ultra-low-cost airlines such as New Leaf and Enerjet, as well as other carriers that carry Canadian passengers from U.S. border towns, such as Bellingham.