I actually like the livery, it's different. I agree that it's not the best aircraft for the job, and in a high density seating even with the new lighter seats. According to their site they are equipping LPV in them, quite the investment for the few times it may pay off. https://owg.com/en/our-fleet/
It also took me some time to figure out what OWG meant, and wasn't until the following article I found out. Not the best market/brand name IMO. Their strategy is also based on the non package vacation travellers.
I dunno, there's a reason why TUI has hotels, and Transat is/was heading in that direction, both big long time players in the leisure travel. Not a company who did a few contract charters for Sunwing and then decided to enter the market. Would be best to cater to both the package and non package travellers, not just the I would guess smaller segment. Wish them well in their new venture.
French article, in English :
The gamble of launching an airline in the midst of the industry's worst crisis since its inception is audacious, but Nolinor says it has been working there for two years. Based in Mirabel, the company is known for serving Quebec's Far North, particularly for the benefit of mining companies. When Boeing's 737 MAX aircraft were grounded last spring, Sunwing called on it to operate certain flights. "We realized that people appreciated our service and that it was not outside of what we were able to do," says its president, Marco Prud'Homme. It added to the project that we had already started with the idea of diversifying our income. »
COVID-19 certainly presents a lot of challenges for air carriers, but it has created opportunities for Nolinor. "It's going to make us all get to the same starting line," says Prud'Homme. I don't know when the industry will come back, everyone is in the dark, but it gives us the opportunity to be on the same level as the others. » There are also concrete benefits. The crisis has freed up slots and boarding gates everywhere, including at Montreal-Trudeau Airport, where OWG plans to have access to regular gates.
OWG does not define itself as a low cost carrier, also known as low cost in the industry. "One of the definitions I hate the most is low cost," says Prud'Homme. There is nothing that is cheap in aviation. If you edit your Excel file and tell yourself that no glitch is going to happen, it doesn't make sense. » The company sees itself more as a "traditional" service, where you buy your ticket and expect a certain service," says Prud'Homme. "When you look at how the airlines behaved with people who wanted a refund, I think there is room to attract sympathy. We do not intend to replace anyone, but to carve out a niche position. The reason we have come to the Charter of Passenger Rights is that, somewhere, the companies have taken passengers for granted. » In particular, Nolinor intends to build on its experience to make OWG a one-time carrier.
Nolinor announced in May the acquisition of three used Boeing 737-400 aircraft. They are the ones who will be destined for OWG. These are its three largest aircraft, which already held a dozen 737-200 and a 737-300. According to the businessman, their acquisition could have been made at a third of the cost of a 737-800, a newer model, predecessor of the MAX and still widely used all over the world, at least before the crisis caused by COVID-19. Using next-generation seats, up to 50% lighter, OWG's aircraft will be able to carry as much as the 737-800, Prud'Homme argues, a significant advantage. "It's a pretty conservative project, we're not jeopardizing our business," he says. The new company has already filed its schedules and obtained the authorization of the airports concerned. Federal Transport Minister Marc Garneau officially approved its creation on Monday afternoon. However, the precise list of destinations served will not be communicated for another week or two. "We have chosen a popular destination where you can take market share without becoming the number one public enemy of other carriers," says Prud'Homme. The company, whose name is derived from the name "Off We Go" used during the development of the project, intends to focus only on the sale of airline tickets, not that of vacation packages. "Before COVID, there was an interesting rise of people who were going to rent houses on site. I look at all the young people here who go on vacation, they are not interested in resorts. They want to leave with their backpacks, rent a house. And in the coming year, I'm not sure that it's the people 70 and over who are going to travel the most. » The strategy is completely in contrast to the strategy that Transat was working to deploy before it was the subject of an offer to purchase from Air Canada, namely the construction of its own hotels. Transat saw this as the only way to improve its profit margin, which was almost nil in aviation. "Transat's strategy, I never understood it," says Prud'Homme.