Every two years, Icelandair hosts the Midatlantic travel trade show in Reykjavik, allowing travel vendors from the regions that the airline serves to gather together and present and promote their offerings to travel buyers, travel journalists, and to network with one another.
One of the aisles in the 2023 Midatlantic travel show in Reykjavik
It’s always a great event, and this avgeek travel reporter always finds plenty of resources and story ideas there.
Your intrepid writer flying Icelandair’s 767-300ER full-motion simulator
We were also provided opportunities to see some very cool behind-the-scenes stuff at Icelandair. The airline recently completed an addition to their existing training facility in Hafnarfjörður, which is located between the country’s primary airport in Keflavik and the main city, Reykvavik.
Icelandair President and CEO Bogi Nils Bogason addresses a gathering at the airline’s new headquarters building – you can see one of their training simulators through the window at the top of the stairs behind him
The new building is quite contemportary and very European in its architecture; it’s a lovely addition.
Banking hardThe control center for the simLining up on final
But we were there primarily to see the airplane stuff, and we weren’t disappointed. I was allowed to fly their 767-300 full-motion simulator, and the instructor programmed in a couple approaches to a tricky Icelandic airfield as well as to JFK airport in New York City. I didn’t do too badly, all things considered, especially taking into account that a 767 handles a fair bit differently than the Cessna 172s I’m used to flying back home.
An Icelandair Boeing 737 MAX parked at a hard stand at Keflavik airport
Updates on the Airbus transition
We also got to have lunch with the airline’s C-suite folks and ask whatever questions we had about the airline.
One of the most significant developments for Icelandair is the incorporation of Airbus aircraft into its fleet. Traditionally an all-Boeing airline for its international operations (they do have a half-dozen Bombardier De Havilland Canada DHC-8s for their domestic, Greenland, and Faroe Islands service), Icelandair’s decision to add Airbus planes signaled a profound shift in strategy. The airline’s management has been evaluating the Airbus’ fuel efficiency, operational range, and passenger comfort, and seem pleased with the new jets so far.
Icelandair’s first A321LR, TF-IAA, at a gate at Stockholm Arlanda Airport following its inaugural revenue flight from KEF
Icelandair is still heavily invested in Boeing, having 21 737 MAX, 11 757s, and three 767s in their current fleet. They currently have two A321LRs, with five more on order, as well as 13 A321XLRs on order, and it’s those jets that will eventually replace the 757s.
The airline is weighing its long-term commitment to Boeing against a potential full transition to Airbus. Factors influencing this decision include cost efficiency, aircraft performance, and overall fleet consistency. While Boeing aircraft have long been the backbone of Icelandair’s operations, the introduction of Airbus jets raises questions about a potential gradual phase-out of the 737 MAX in favor of a more uniform Airbus fleet. However, for now, Bogason said the airline is happy with the MAX fleet and remains committed to maximizing the benefits of its current Boeing aircraft, all the while keeping future fleet options open.
Greenland tourism
Asked about the potential for expanding its service to Greenland, which is poised to become a sought-after tourist destination now that the country has opened a new airport that’s better capable of handling large commercial aircraft and bigger passenger loads, Bogason offered a wait-and-see attitude.
Icelandair serves Greenland via the former Icelandair Connect routes, which it integrated into its own schedule in 2021 after the two consolidated. There are four destinations, currently served by those aforementioned three DHC-8-200 and three DHC-8-400 aircraft.
With Greenland having opened its expanded main airport at Nuuk in October 2024, which includes a new terminal building and a new 7,200-foot runway, along with both SAS and United announcing seasonal service, tourism is expected to dramatically increase for the arctic nation. Icelandair and Air Greenland are currently the only carriers providing year-round service.
“Greenland is unique. I mean, Iceland is unique, but Greenland is really, really unique. It’s a complex market at the moment, and what makes it complex is that it’s not enough to build the runway. You have to build the hotels and the necessary infrastructure,” said Bogason.
He drew comparisons between Greenland’s current infrastructure and Iceland’s of 20-plus years ago, when the country had plenty of visitors but not enough tourism infrastructure to support them.
“I mean, look, just look at the companies that are in here (in Iceland) today. I mean, think of all of the companies that need to be here to give a good experience to big volumes of passengers. So this will have to be a slow path. I think we may be getting a little bit ahead of ourselves with the big aircraft coming in from the U.S., etc, this summer into into Nuuk,” he said, explaining his caution in expanding too quickly into a market that’s not yet prepared for an onslaught of travelers.
“We’ll see how it pans out, but it’s a big shock to a very, very small market, so it’s a tricky market, I think,” he added.
Getting to be a tourist in Iceland
Our tour included a cool greenhouse for growing tomatoeswhich also has a cafe serving tomato lattes – delicious!We were treated to a spa visitGeysirs were given their name from IcelandicThe area was like a mini YellowstoneWe also stopped at Þingvellir park to see the rift valleyThe fresh lava flows down a rampIt’s really lava
We were treated several traditional tourist stops during our visit, including the Lava Show, the only place in the world that makes lava daily for an educational experience; the relatively new Sky Lagoon hot-spring spa, along with a bus tour of the Reykjanes Peninsula, which included the Friðheimar tomato farm, the geysir, which is the namesake geyser and is the only Icelandic word adopted into the English language. We also stopped briefly at Þingvellir national park, another geologic wonder and a UNESCO World Heritage Site. It’s a rift valley where the North American and European plates are separating, slowly building new land.
Lastly, we had a most wonderful meal at Sümac Grill + Drinks in downtown Reykjavik. I’m not normally one to mention restaurants, but this place was something special, especially how gracefully they handled my oddball food allergies by actually custom-making what I’d ordered to suit – even the sauces, which are typically premade in resaurants as busy as this one. Stop in and show them some AvGeek love if you’re in town.
PLAY currently operates flights between Iceland and Europe using new Airbus A320neo and A321neo jets. Image: PLAY
There has been a surge in international low-cost carrier (LCC) offerings, and in the past few months Northern Pacific, Norse Atlantic, and PLAY have all announced plans to commence service to the United States.
PLAY will launch service between the the north New York City metro area and 22 European destinations via its Reykjavik hub in late June of this year, using a fleet of three new Airbus A321neo and one A320neo aircraft, with five more jets on order from Airbus. Tickets for the new destination went on sale Feb. 1.
PLAY was founded by two former WOW executives in 2019. You’ll remember WOW as the Icelandic LCC that launched in 2012 and ceased operations in 2019 after cash-flow issues and two failed buyout attempts. The WOW legacy has influenced PLAY’s livery and LCC character.
PLAY’s New York metro destination is New York Stewart International Airport located in Newburgh, NY, and is the airline’s third United States destination, following Boston and Baltimore.
PLAY’s billboard titles and bright colors are a carry-over from WOW. Image: PLAY
PLAY CEO Birgir Jónsson explained that the airline launched in 2021 and “has been on a fast growth path. Despite the turbulence of the last year in the travel industry, PLAY is an airline born in a new era of travel and is bringing a modernized approach to the airline industry.”
With flight bookings trending upward and a forecast for increased travel demand, PLAY decided to enter the U.S. market, targeting budget-minded vacationers on both sides of the Atlantic.
Jónsson said that, “even amid a dynamic market and the ongoing factors from COVID-19, PLAY has created opportunity growth, serving 24 locations, as well as securing favorable lease rates for our aircraft that will enable us to keep costs low. PLAY is focused on data-driven decisions about growth to new destinations, and New York is an important market in this expansion to enable both American and European travelers to reach new, iconic destinations at affordable prices.”
PLAY is aiming its services squarely at budget-minded travelers, students, and families, relying on affordable fares, reliable flights, convenience, and flexibility to do so. They’re offering no-frills base fares and an a la carte list of add-ons that either feels like a world of options or being nickel-and-dimed, depending on your point of view regarding airline service models. PLAY hasn’t announced any intention to join airline alliances as yet.
We’re giving away a scale model of this Marimekko liveried Finnair A350 to a lucky reader! – Photo: Airbus & Finnair
During our trip to Helsinki with Finnair, we sat down for a chat with Sara Mosebar, Program Manager of the airline’s A350 fleet. Check out Part One of that interview if you haven’t already. Here in part two, we discuss Sara’s favorite airplane type (it’s not what you’d think it would be!), the best part about her job, and her message for young women who may be interested in aviation careers.
Just as importantly, we’re also going to give away a Finnair A350 scale model to a lucky reader! It’s adorned in a special Marimekko-designed livery. Read on for instructions on how you can qualify for the giveaway. Don’t worry — it’s easy to enter!
A Finnair Airbus A350-900 at Narita – Photo: Alec Wilson | FlickrCC
We love getting a glimpse behind the scenes at the people behind airline operations. So when we flew to Helsinki to learn about Finnair, we sat down for a chat with Sara Mosebar, the queen of the airline’s Airbus A350s! Well, formally her title is “A350 Program Manager.” But she may as well be aviation royalty based on her rsum. After getting her aerospace engineering degree at the University of Texas at Austin, she started her career at Boeing. And just a few years after joining Finnair’s A350 team as a Fleet Engineer, she was promoted to head the airline’s entire A350 program. It’s a big role, since the A350 is the flagship of Finnair’s long-haul fleet.
Here is Sara with one of Finnair’s A350s – Photo: Finnair
Here in part one of our interview, we discuss Sara’s responsibilities as person-in-charge of Finnair’s A350 fleet, her experience transitioning from Boeing to Airbus airplanes, and the highlights of the Finnair A350 passenger experience. We also see how her team tackled teething problems with new aircraft, as well as plans for expanding Finnair’s A350 route network. If you’re an AvGeek, consider it required reading!
One of the best parts of our job is learning about airlines on your behalf. Finnair has been on our radar after having a big few years, welcoming the Airbus A350 as the flagship of its fleet and announcing new routes to the U.S. and Asia. So when we got the chance to experience Finnair’s long-haul product for ourselves, of course we said yes!
We’ll have plenty of in-depth Finnair stories coming up, including a review of their A330-300 business class and an interview with their A350 Program Manager. For now, we wanted to share a few big-picture quick thoughts and observations we had about the airline. Read on for some highlights about what we learned from our Finnair adventure!