I may be one of the few to admit it, but my default choice when booking flights is Air Canada. I find the price to be comparable and therefore base my choice on schedule. Air Canada seems to fly more often and during more convenient times. That is always nice if you are flying somewhere for a meeting and don't know when it will end. With AC I can book the late flight home and then change flights or get on standby to get home quicker if things end early. With Westjet's fewer flights it is harder to switch.
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