New Icelandic budget carrier PLAY does not see itself as a low-cost long-haul airline. Instead, its CEO says, it will focus on connecting destinations in the US to destinations in Europe - and vice versa. While the operator is yet to announce its transatlantic network set to kick off in spring, it says it will focus on the East Coast for a 24-hour connection loop.

PLAY has been busy launching new routes - including its inaugural flight to Amsterdam Schiphol just six days ago. Thus far though, all PLAY's services go east and south from Reykjavik, with the furthest destinations being Tenerife and Gran Canaria in the Canary Islands.

However, come spring, that is set to change as one of Europe's newset LCCs is getting ready to fly to the US. Most likely, Simple Flying's resident route analyst James Pearson reckons, flights will take off sometime in April, subject to potential restrictions. What will make PLAY succeed where predecessors (specifically of former Icelandic-budget-fame WOW) have failed?

A different animal than widebody operations

While speaking during the recent Future Flying Forum, the airline's CEO, Birgir Jonsson, addressed how his carrier will manage to conquer the incredibly lucrative transatlantic market. Interesting to note is that, despite the transatlantic ambitions, the PLAY boss does not see his carrier as a low-cost long-haul hopeful.

"We are using narrowbody aircraft to feed a number of destinations with a connection point in Iceland. This is a completely different animal than flying widebody to major destinations."

PLAY A321neo
PLAY's CEO says his airline is not operating on a low-cost long-hual model but rather will focused on connecting destinations in the US and Europe through Rejkyavik. Photo: Colin Cooke Photo via Flickr

In negotiations

Which destinations in the US Iceland's PLAY is eyeing has not yet been revealed. However, Jonsson did share that the airline is focusing on a 24-hour connection loop. This means that potential routes are somewhere on the East Coast, which also fits well with the range of PLAY's growing fleet of A320neo family aircraft.

"It is going to be the major market on the East Coast. After some time has passed we will also enter Canada. (...) We are still in negotiations for slots and permits and so on," Jonsson said, adding that there would be some weeks or even months yet before routes westwards would be made public.

PLAY's CEO has plans to bring his brightly liveried aircraft to Canada. Photo: PLAY

Using the crisis for better deals on aircraft

In the spirit of its predecessor, PLAY's aircraft are also difficult to miss on the runway. The colorful livery was just awarded The DesignAir Award for Best New Livery in 2021, beating other newcomers such as Breeze Airways and Norway's Flyr.

The main reasons for choosing the A320neo family to adorn them with were both financial and operational, Jonsson said. In addition, there have been quite beneficial deals to be had due to the pandemic.

"We are using the crisis and have brand new aircraft coming straight from the manufacturing line, precisely in our specification in our configuration. (...) We are able to secure very, extremely favourable actually long-term terms on those aircraft."

There will be up to 15 aircraft sporting the PLAY logo by 2025. We are looking forward to enjoying the Icelandic hospitality on our way across the Atlantic.

Are you excited for when PLAY reveals its transatlantic network? Leave a comment below and let us know.