New Icelandic service makes a play in low-cost transatlantic market

Passengers board an Airbus passenger jet operated by Icelandic low-fare service Play.


Startup low-fare Icelandic airline Play introduced new transatlantic service out of a 3rd US airport, Stewart Worldwide in New Windsor, New York, to start June 9. (Stewart lies about 65 miles north of New York Metropolis.)

Play, which launched final July with nonstops from Reykjavik, Iceland, to London’s Stansted Airport, is the most recent low-fare airline to try to make closely discounted service throughout the Atlantic work.

Play’s speedy Icelandic forebear, Wow Air, went bankrupt in 2019 after beginning long-haul providers to the US West Coast and India. Denmark’s Primera Air confronted an analogous destiny in 2018. Low-cost Norway-based competitor Norwegian, in the meantime, deserted long-haul intercontinental operations in January 2021 so as to concentrate on European and Center Jap routes.

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Now, Play will debut flights from the US to Reykjavik — and onward from there to 22 different European cities — on April 20 with flights from Baltimore/Washington Worldwide Airport, adopted by Boston Logan beginning Could 11 utilizing narrow-body Airbus A320neo and A321neo planes . The service is selling the brand new connecting providers to Europe with fares as little as $109 one-way. affiliate editor Kenneth Kiesnoski spoke with Play CEO Birgir Jonsson — previously with Wow Air himself — on what it is like to begin an airline amid a pandemic and the way Play plans to succeed the place others have failed.

(Editor’s word: This interview has been condensed and edited for readability.)

Kenneth Kiesnoski: Sustaining a low-fare service throughout the Atlantic has confirmed difficult, because the failures of airways like Iceland’s personal Wow Air present. How will Play succeed the place others have stumbled?

Birgir Jonsson: Play and Wow are literally intently associated, so to talk. Many on our key administration staff are ex-Wow workers, as are a variety of our flight crew. I personally was Wow’s CEO for a interval.

So we all know that story fairly properly. And, in reality, Wow was an excellent firm and was doing rather well working the enterprise mannequin that we’re [now] working. It was solely when Wow began working wide-bodied jets like Airbus 330s and flying to the [U.S.] West Coast and principally doing the lengthy haul [and] low-cost factor — which is a hill that many good troopers have fallen on many instances.

Birgir Jonsson, CEO of Reykjavik, Iceland-based low-fare airline play.


KK: Not solely Wow however Primera Air and even Norwegian, which has ceased flying long-haul routes.

BJ: Proper. however [Play was] was based with, or managed to lift, round $90 million and proceeded to execute a enterprise mannequin of making a hub-and-spoke system connecting the US to Europe with a cease in Iceland [mixed] with point-to-point visitors to and from Iceland. We launched the European aspect of the community in June and ran that for six months till we launched business gross sales to the US

The explanation I feel Play will work out higher than Wow is solely that the corporate’s higher funded, [whereas] Wow was owned by one man. And, it was method too huge, grew too quick and the muse was simply too weak. We’re a listed firm. All of the governance issues round that type of enterprise are fully completely different, extra disciplined, extra centered. So we now know the pitfalls. We’re simply going to concentrate on the confirmed idea, the market that we all know that exists.

KK: The pandemic hit journey onerous, however in all probability enterprise journey hardest, as work and conferences migrated on-line. Because you’re low-cost, are you concentrating on leisure solely or will you additionally court docket enterprise flyers?

BJ: In a pure advertising and marketing sense, we’re concentrating on the VFR [visiting friends and relatives] and leisure markets. Having stated that, I all the time have a reasonably tough time defining what enterprise journey is as a result of when somebody says “enterprise journey,” most individuals consider somebody flying enterprise class, consuming champagne — some premium service.

However there are lots of people touring for causes aside from occurring vacation or visiting associates. Going to conferences [or] coaching, for instance — these sorts of issues. It isn’t solely high-powered CEOs going to Davos, you recognize. We simply need to supply a no-frills, very economical product that is quite simple to make use of. We do not have a enterprise class; it is an all-economy product. However for anybody, be it an organization or particular person, that desires only a easy strategy, a great ticket value and secure, well timed service, we’re the correct alternative.

KK: Would you say Play is ultra-low-cost, like Ryanair, Frontier or Spirit? How do you differ from flag service Icelandair aside from value?

BJ: In Ryanair’s case, they fly comparatively shorter legs. If I will fly to New York, it takes 5 hours. You want to have the ability to recline your seat and to have the ability to have some leg house and such. So we’re not going hardcore like that. If there is a distinction between a low-cost and an ultra-low-cost product, I might say that we’re some kind of low-cost.

Should you examine us to Icelandair, I might say the product is almost an identical. Okay, we do not have a enterprise class as such. However by way of the final expertise onboard, on each airways you need to pay to your meals, drinks and baggage and all that stuff. Legacy airways are remodeling themselves right into a low-cost merchandise anyway. If I made an inventory of 10 issues that might justify that, the primary 5 on that checklist are “value.”

KK: How did Covid have an effect on your launch plans? I do know round 10 new carriers debuted final 12 months in the course of the pandemic. Did you sluggish issues down and use the chance to fine-tune or one thing?

BJ: We began operations with the final view Covid would finish within the subsequent 12 to 18 months, and that appears to be taking place. To be able to begin an airline, particularly a transatlantic one, you want runway. You should rent crew, you should practice them. You should place your self available on the market.

We might all the time have wanted some type of a ramp-up interval. So we’ve got by no means been centered on monetary efficiency within the first six to eight—and even 12—months. The demand was extra to construct an airline, have every thing working and principally be ready for when the entire enterprise mannequin is realized, which will probably be in spring once we launch the US [flights].

Would I’ve favored Covid to finish sooner, or would I’ve favored extra passengers? After all. However we managed to get a 53% load issue and 100,000 passengers — in a rustic of 400,000 folks, in the course of Covid. We’re extraordinarily completely happy about that. We might have favored to have 80%, in fact, sure. However this was acceptable.

Icelandic airways have lengthy provided transatlantic passengers free stopovers on the worldwide hub at Keflavik, Iceland, to advertise tourism to locations just like the Landmannalaugar Valley.

Anastasiia Shavshyna | E+ | Getty Photos

KK: Low-cost carriers typically serve secondary city airports. However you are flying into BWI and Boston Logan, so why Stewart for the New York metro market?

BJ: New York is likely one of the best markets on this planet. Our place is to win passengers with low fares. And you may supply low fares [only] in case you have low prices. Stewart provides that, for certain. It is a lean airport to make use of. You can’t be low-fare in case you have the identical value base as everybody else; then you definately’re subsidizing tickets. And that is principally what occurred in Wow’s case.

The opposite aspect is that there is additionally little or no competitors out of upstate New York; there aren’t any worldwide flights in the meanwhile. [But] there are a variety of points of interest and companies, and actual property costs have been rocketing. It is virtually a very completely different market than New York Metropolis. I am fully in love with Stewart. Baltimore’s an analogous story, as a result of in Europe we do not speak about Baltimore. We would say, “Washington.” BWI is a good method out of town however there is a buyer there in Maryland.

KK: Like Icelandair, Play provides a free stopover keep in Reykjavik for passengers, which helps native tourism. However pre-Covid, there was pushback in lots of well-liked locations about over-tourism. What’s your take?

BJ: [The stopover] is a practice that has been constructed over many years and we, for certain, supply that. By way of Icelandic tourism, it is attention-grabbing. It is changing into one of many largest industries in Iceland, aside from fisheries. We’ve got a lot nature and a lot to see. However guests have a tendency to collect across the identical spots, whereas in the event you drove for 20 minutes you’d see the identical factor — however you are fully alone.

It is a dialogue that is occurring in all well-liked locations. Locals cannot get a desk on the eating places and all that. However the reality is that we could not maintain these high-quality eating places, golf equipment and bars and such in Iceland if it weren’t for vacationers. In that sense, Covid was a great factor — in the event you can name a pandemic a great factor. At some point, every thing simply stopped. And you do not actually know what you will have till you lose it.

What do you think?

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