Interesting story today about how Air Canada is launching a new service for travellers stranded at destinations beyond the airline’s control.

Ben Smith, Air Canada’s chief commercial officer, said the new service will help customers get on their way more quickly and smoothly when disruptions occur.

“We know how frustrating it can be when travel plans are disrupted by factors beyond the airline’s control, such as bad weather or airport and air traffic delays,” Smith said in statement.

“The addition of ‘On My Way’ to our a-la-carte fare options lets customers customize their journey — not just selecting a destination, but determining how they want to travel by choosing to pay for just the options that best meet their needs.”

Kind of like travel insurance in case you get stuck. It is hard to tell if consumers will embrace the new service, or if it will just enfuriate them when problems do happen while traveling.

The optional assistance service will cost $25 for flights up to 1,609 kilometres and $35 for longer flights, each way.

Customers who pay the extra fee will receive dedicated phone access to customer service agents who will rebook the customer on the first available flight, arrange free hotel accommodations, car rental or other ground transportation, and provide for free meals.

The service is meant to cover occurences like bad weather or air traffic control issues. Should be interesting to see if this new service ‘takes off’ for them, or if it has the opposite effect.