Birgir Jónsson’s Play Airline revolutionizes transatlantic travel

Monday, March 11, 2024

Birgir Jónsson, a seasoned executive with a rich background in the aviation industry, is at the helm of transforming budget air travel across the Atlantic with Play airline. Jónsson, previously associated with Wow Air, an Icelandic budget carrier that ceased operations in 2019, now leads Play as its CEO since 2021, following its establishment by former Wow executives. Play has quickly become a notable player in the budget airline sector, offering remarkably low-priced flights, such as $99 offers for journeys between the US and Europe, albeit for one segment of a round-trip.

A closer look at current pricing reveals that a round trip from New York to London via Play starts at approximately $450, presenting a more economical option compared to its competitors like Icelandair and Norse Atlantic. Icelandair, known as the national flag carrier, offers the same route for a minimum of $560, with both airlines including a stopover in Reykjavík. Meanwhile, Norse Atlantic, focusing on direct widebody jet services, quotes return trips around $400, although Play occasionally undercuts these prices.

Jónsson, in an interview with Business Insider, downplayed his eclectic background, ranging from leading Iceland Express and co-owning a Reykjavík perfumery to playing drums in a metal band. Despite his varied career, Jónsson emphasized his consistent focus on leading teams, fostering positive company cultures, and efficiently driving operations.

With a modest fleet of 10 jets serving 41 destinations, Play capitalizes on Iceland’s strategic location, offering a no-frills flying experience reminiscent of carriers like Southwest and Ryanair. The airline operates with a lean model, saving on operational costs by utilizing a single aircraft type, the Airbus A320neo and A321neo, and maximizing aircraft usage.

Jónsson is cautious not to replicate the financial pitfalls of Wow Air, highlighting Play’s public listing on the Nasdaq and a focused fleet strategy as key differentiators. He also hinted at future expansion plans, including the potential addition of the A321XLR to the fleet, allowing for longer-range destinations without the need for pilot retraining.

This innovative approach to budget transatlantic travel, coupled with Iceland’s appeal as a tourist destination, underscores Play’s strategy to offer lower fares and capitalize on Iceland’s longstanding aviation tradition. Jónsson’s leadership reflects a blend of visionary strategy and practical wisdom, aiming to avoid past mistakes while ushering in a new era of affordable international travel.

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