There is a new player launching today in what is becoming a recently crowded Canada airspace.

The new airline has set its sights sets on Westjet and Air Canada.

Canada Jetlines’ inaugural flight will fly from Toronto to Calgary this morning.

The Mississauga, Ontario-based airline bills itself as an “all-Canadian, value focused leisure carrier.”

Canada Jetlines is the latest startup airline to launch in Canada and joins the likes of Flair, Lynx and WestJet’s Swoop.

What makes Canada Jetlines different is that it plans to offer a premium experience to customers, the airline says.

And it’s not an ultra-low cost carrier.

Canada Jetlines is offering one-way flights between Toronto and Calgary for 99 dollars to mark the launch.