Travellers grounded by flight delays are now able to call a dedicated Air Canada customer service line to air their complaints and find lodging — if they have paid an advance fee, the Montreal-based carrier said Wednesday.

Priced at $25 and $35 for short- and long-haul flights, the On My Way service provides waylaid travellers with access to customer service representatives who will help arrange for complimentary hotel accommodations, car rentals and complimentary meals. The service, which must be ordered when tickets are first purchased, also provides for the rebooking of flights.

The service became available to travellers on Wednesday.

"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," said Ben Smith, the airline's executive vice-president and chief commercial officer, in a release.

"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. Air Canada is committed to constantly innovate, using technology to put control back in the hands of customers as we seek ways to simplify the travel experience."

Air Canada spokesman Peter Fitzpatrick said call centres will continue to be staffed at an appropriate level. He said customers who do not purchase the On My Way service plan will not be bumped to the bottom of the list in terms of rebooking flights.

"People who do not opt for On My Way will be moved as quickly as possible as we do in situations of irregular operations," he said in an e-mail.

Service succeeding a challenge, analyst suggests

Joseph R. D'Cruz, a professor of strategic management at University of Toronto's Rotman School of Business, says the program seems like a good idea but he cautions it may not succeed.

"On the surface it looks like a really good idea, superficially, because for those customers who are willing to pay this premium they get a better level of service," he told CBCNews.ca.  "Those who are not willing to pay the premium get a cheaper airfare. So that looks pretty sound,but I think this might flounder in implementation."

D'Cruz said part of the problem stems from Air Canada's strained relationship with its unionized employees. He notes that the tensions in the adversarial relationship between the employer and employees have spilled over into the customer service realm.

The program is an extension of pay-per-use service fees already in use, D'Cruz said. For example, for lower-priced fares, travellers must pay an additional fee if they want to choose their seats in advance. The trend is part of what D'Cruz calls the democratization of airfare in which air travel has evolved from what was once an elite service for the super wealthy.

"Those days are long gone. Now air travel is a consumer commodity and the competition is mostly based on price," he said. "And when price is based on competition, inevitably quality goes down to the lowest common denominator. Unless you pay for it, you shouldn't expect service when you fly."

Call-centre assistance for travellers will still be available for consumers who opt out of the new Air Canada program.

The airline also noted that rebooking on the next available flight is standard procedure, though it has limited capacity to rebook on another airline for travellers who don't pay for the On My Way service. In the event of bad weather and air traffic delays, the airline does not usually offer customers hotel, transportation or meal allowances.

The announcement follows a difficult winter that left many travellers stranded with hundreds of flights cancelled at airports across the country.