Michael Deluce is the CEO of Porter Airlines, the regional Canadian airline that’s rapidly expanding its footprint. He tells us about why short-haul flights are so pricy in Canada and the key to winning over customers.
What is a misconception about your industry that you’d be eager to correct?
“Porter never cancels flights based on there being too few passengers. That disrupts too many other parts of the operation, so we try to have the least impact on the fewest number of people.”
Why are short-haul flights so expensive in Canada?
“There are many variables, but supply and demand is the short answer. We’ve added competition to many routes that previously had only one airline, so we’ve seen the difference that having choice makes in terms of lowering prices.”
What’s the hardest part about operating an airline?
“Most businesses have to deal with things outside of their control, but airlines are probably dealing with this every day to some extent.”
What can Porter’s success teach us about winning over customers?
“Porter has always emphasized the customer experience with features like complimentary beer and wine served in glassware, and no middle seats on any flight. Our growth is based on treating every customer with care, unrelated to where you sit on the plane or what you paid.”
What could the government do to help airlines improve air travel in terms of quality and affordability?
“Porter leads the way in customer experience and satisfaction. We don’t need any incentive or assistance to continue this. Government can take a closer look at how the industry is taxed. These fees make up a big part of each ticket and only make it more expensive for passengers.”
Why partner with Air Transat to offer flights to Europe instead of expanding your capacity?
“Our aircraft aren’t designed for transatlantic flights. Air Transat fits well with Porter and they also have high customer standards. Our networks have almost no overlap, so passengers can travel within North America on Porter and connect with Air Transat using one ticket. We have a number of airline partnerships that give us access to global destinations without having to fly there ourselves.”
Is there a book that you’ve read recently that you would recommend?
“I enjoyed reading The Gambler, a biography about Kirk Kerkorian. He was incredibly successful in business, a WWII pilot, and heavily involved in the hospitality industry … all areas that I have a personal connection with.”
This interview has been edited for clarity and length.