Posted by: neilh10 | November 2, 2011

Wow. Details emerge of Iceland’s new budget Airline.

Iceland Review are reporting today that the new Icelandic airline, speedily assembled over the past few weeks by Matthías Imsland, former CEO of Iceland Express is to commence operations to a number of unspecified european destinations in Spring 2012 under the name ‘Wow’.

From the article:

A new Icelandic airline which will offer flights to “fine destinations at a reasonable price” as of spring 2012 will be called WOW Air and will be open for bookings “in the coming days,” as its website, which is under construction, promises.

“But first we have to hire people, choose the uniforms, organize the seat pockets and polish the airplanes,” the website continues.

At the airline’s Facebook site, applications are called for, and, according to Morgunbladid, almost 600 people have applied for work at WOW Air.
Several tens of positions, both in management and as part of the cabin crew, are available and other positions will be advertised shortly. Preparations for the airline’s operations are going at full speed.

WOW Air is owned by investor Skúli Mogensen, former CEO of Iceland Express Matthías Imsland and others. Part of a dispute which arose between Imsland and Iceland Express has now been resolved.”

You can check out their website here and their facebook page here (all in Icelandic). The main observation I would make at this stage is that they are, in their initial promotional spiel, emphasising that they can be trusted and that ‘you don’t want to pay for the savings’, perhaps a reference to the poor reputation of rivals Iceland express in the field of customer service. This indicates to me that they won’t be competing on price with their two rivals. The other interesting thing is that they are looking for staff who can speak French and German, which suggests they might be looking at other markets than London and Copenhagen.

And, in the meantime, as reported yesterday, I heard back from the easyjet press office confirming that it hasn’t made any announcement about a new route to Iceland in 2012, yet. The press officer commented that “easyJet is always assessing new opportunities to develop its network and better serve the local demand. Should there be, any new route announcement will be done in due course”.


A swiss travel agent is marketing the first Wow air flights, a 2x weekly service from Zurich and a 1x weekly service from Basel. Summer (1st June to 30th September) only. Price 690 Swiss francs return, including taxes. LINK

UPDATE 23/11

Wow Air are now in action. Looks like a summer only charter type operation, flying to a similar range of destinations as Iceland express, including London Stansted.

Picture from Wow air facebook page


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