A new European low-cost carrier is coming to the US with fares starting at $109 to cities across Germany, Iceland, Spain, and more — here's what passengers can expect

Taylor RainsDec 16, 2021, 18:04 IST

PLAY A321PLAY

New Icelandic low-cost carrier PLAY is launching flights to the US next year with $109 one-way intro fares.
The carrier will operate a bare-bones, no-frills product using all-economy Airbus A321neo jets.

New Icelandic carrier PLAY is coming to the US next April and it hopes to shuttle leisure travelers from the East Coast to 22 destinations in Europe via its Reykjavik hub.

PLAY A321PLAY

New Icelandic carrier PLAY is coming to the US next April and it hopes to shuttle leisure travelers from the East Coast to 22 destinations in Europe via its Reykjavik hub.

PLAY was established by former executives of defunct low-cost carrier WOW Air, though it was originally named WAB, or "We Are Back." The new budget airline launched in June 2021 with a flight from Reykjavik to London.

PLAY's inaugural flight from Reykjavik to London.PLAY

PLAY was established by former executives of defunct low-cost carrier WOW Air, though it was originally named WAB, or "We Are Back." The new budget airline launched in June 2021 with a flight from Reykjavik to London.

PLAY changed its name to capture its mission of simplicity, fun, and playfulness, which can be seen in the flight attendant uniforms that sport T-shirts and sneakers.

PLAY CEO Birgir Jónsson (left) with cabin crew.PLAY

The comfortable, casual uniforms will soon make an appearance in the US starting next spring as PLAY prepares for takeoff to two East Coast cities — Boston and Baltimore.

PLAY flight attendant welcoming passengers.PLAY

The comfortable, casual uniforms will soon make an appearance in the US starting next spring as PLAY prepares for takeoff to two East Coast cities — Boston and Baltimore.

According to PLAY CEO Birgir Jónsson, the company chose the two cities because they work well in the company's network and have a lot of traffic between the US and Europe.

PLAY CEO Birgir Jónsson at Boston Logan International Airport.PLAY

According to PLAY CEO Birgir Jónsson, the company chose the two cities because they work well in the company's network and have a lot of traffic between the US and Europe.

"There will be other cities on the East Coast, but these [Boston and Baltimore] are the first, Jónsson told Insider. "We base this on our data and believe they are good for our business model."

PLAY check-in counter at Keflavik Airport in Reykjavik, Iceland.Taylor Rains/Insider

"There will be other cities on the East Coast, but these [Boston and Baltimore] are the first, Jónsson told Insider. "We base this on our data and believe they are good for our business model."

The carrier will fly Airbus A321neos between the US and Europe, shuttling passengers to places like Copenhagen, Denmark; Barcelona, Spain; Paris, France; and Berlin, Germany via Reykjavik. However, Amsterdam and Warsaw are not included as of now.

PLAY European route map from Iceland.PLAY

The carrier will fly Airbus A321neos between the US and Europe, shuttling passengers to places like Copenhagen, Denmark; Barcelona, Spain; Paris, France; and Berlin, Germany via Reykjavik. However, Amsterdam and Warsaw are not included as of now.

The planes have an all-economy configuration with no-frills, meaning passengers only get a seat and personal item with their ticket. The planes will not offer inflight amenities like entertainment or WiFi, but passengers can pay extra for a carry-on bag, checked luggage, onboard meal, drink, or snack.

PLAY aircraft interior.PLAY

The planes have an all-economy configuration with no-frills, meaning passengers only get a seat and personal item with their ticket. The planes will not offer inflight amenities like entertainment or WiFi, but passengers can pay extra for a carry-on bag, checked luggage, onboard meal, drink, or snack.

While the product is bare-bones, the seats do recline and passengers can opt to pay more for extra legroom seats. Jónsson told Insider that the experience is intended to be as hassle-free as possible and travelers can expect a product similar to other low-cost carriers.

PLAY flight attendant onboard.PLAY

While the product is bare-bones, the seats do recline and passengers can opt to pay more for extra legroom seats. Jónsson told Insider that the experience is intended to be as hassle-free as possible and travelers can expect a product similar to other low-cost carriers.

PLAY's point-to-point routes can all be booked under one ticket, which can be purchased starting today. Flights from Baltimore will begin on April 20 while service from Boston begins on May 11.

PLAY aircraft at the gate.PLAY

PLAY's point-to-point routes can all be booked under one ticket, which can be purchased starting today. Flights from Baltimore will begin on April 20 while service from Boston begins on May 11.

The company's introductory fare is $109 one-way to 11 European cities, like Brussels, Dublin, and London. The deal is valid for roundtrip flights between May and June 2022 and August and October 2022 and is available through December 24.

PLAY $109 fare deal.PLAY

The company's introductory fare is $109 one-way to 11 European cities, like Brussels, Dublin, and London. The deal is valid for roundtrip flights between May and June 2022 and August and October 2022 and is available through December 24.

To stay competitive with other operators to Iceland and throughout Europe, like Icelandair, Jónsson said that it will focus on having the lowest fares, emphasizing the company's "Pay less, Play more!" motto.

"Pay less, Play more!" motto.Taylor Rains/Insider

To stay competitive with other operators to Iceland and throughout Europe, like Icelandair, Jónsson said that it will focus on having the lowest fares, emphasizing the company's "Pay less, Play more!" motto.

"We believe the price is the biggest factor in our market," he told Insider. "To be honest, I think brands in airlines is diminishing, its about convenience, timing, and price."

Passenger boarding a PLAY flight.PLAY

"We believe the price is the biggest factor in our market," he told Insider. "To be honest, I think brands in airlines is diminishing, its about convenience, timing, and price."

PLAY is the successor of WOW Air, which fell in 2019 due to years of financial struggles. While, historically, low-cost long-haul carriers have failed, Jónsson does not believe PLAY will meet the same fate.

WOW Air.Vytautas Kielaitis/Shutterstock

PLAY is the successor of WOW Air, which fell in 2019 due to years of financial struggles. While, historically, low-cost long-haul carriers have failed, Jónsson does not believe PLAY will meet the same fate.

"Our model is different because we are entering a widebody market with a narrowbody jet," he said. "These routes really aren't long-haul and because we are using the geographic location of Iceland, we don't need a widebody jet between major cities, which is the market that's failed."

PLAY A321PLAY

"Our model is different because we are entering a widebody market with a narrowbody jet," he said. "These routes really aren't long-haul and because we are using the geographic location of Iceland, we don't need a widebody jet between major cities, which is the market that's failed."

WOW Air flew Airbus A330 jets between the East Coast and Europe, which Jónsson said did well, but the company started losing money when it flew from places like Los Angeles to Europe and into Asia. PLAY does not plan to acquire widebody jets for the transatlantic routes.

WOW Air Airbus A330.Lukas Wunderlich/Shutterstock

WOW Air flew Airbus A330 jets between the East Coast and Europe, which Jónsson said did well, but the company started losing money when it flew from places like Los Angeles to Europe and into Asia. PLAY does not plan to acquire widebody jets for the transatlantic routes.

"They [WOW Air] completely changed their business model and that's where they lost control of the cost," Jónsson explained to Insider. "PLAY is using the best part of WOW's business model, which is one that has been successful in this market for decades."

PLAY A321PLAY

"They [WOW Air] completely changed their business model and that's where they lost control of the cost," Jónsson explained to Insider. "PLAY is using the best part of WOW's business model, which is one that has been successful in this market for decades."

One year after her dream Disney wedding that almost didn't happen, a bride shares photos of the big day

Cookies on the Business Insider India website

A new European low-cost carrier is coming to the US with fares starting at $109 to cities across Germany, Iceland, Spain, and more — here's what passengers can expect

New Icelandic carrier PLAY is coming to the US next April and it hopes to shuttle leisure travelers from the East Coast to 22 destinations in Europe via its Reykjavik hub.

PLAY was established by former executives of defunct low-cost carrier WOW Air, though it was originally named WAB, or "We Are Back." The new budget airline launched in June 2021 with a flight from Reykjavik to London.

PLAY changed its name to capture its mission of simplicity, fun, and playfulness, which can be seen in the flight attendant uniforms that sport T-shirts and sneakers.

The comfortable, casual uniforms will soon make an appearance in the US starting next spring as PLAY prepares for takeoff to two East Coast cities — Boston and Baltimore.

According to PLAY CEO Birgir Jónsson, the company chose the two cities because they work well in the company's network and have a lot of traffic between the US and Europe.

"There will be other cities on the East Coast, but these [Boston and Baltimore] are the first, Jónsson told Insider. "We base this on our data and believe they are good for our business model."

The carrier will fly Airbus A321neos between the US and Europe, shuttling passengers to places like Copenhagen, Denmark; Barcelona, Spain; Paris, France; and Berlin, Germany via Reykjavik. However, Amsterdam and Warsaw are not included as of now.

While the product is bare-bones, the seats do recline and passengers can opt to pay more for extra legroom seats. Jónsson told Insider that the experience is intended to be as hassle-free as possible and travelers can expect a product similar to other low-cost carriers.

PLAY's point-to-point routes can all be booked under one ticket, which can be purchased starting today. Flights from Baltimore will begin on April 20 while service from Boston begins on May 11.

The company's introductory fare is $109 one-way to 11 European cities, like Brussels, Dublin, and London. The deal is valid for roundtrip flights between May and June 2022 and August and October 2022 and is available through December 24.

To stay competitive with other operators to Iceland and throughout Europe, like Icelandair, Jónsson said that it will focus on having the lowest fares, emphasizing the company's "Pay less, Play more!" motto.

"We believe the price is the biggest factor in our market," he told Insider. "To be honest, I think brands in airlines is diminishing, its about convenience, timing, and price."

PLAY is the successor of WOW Air, which fell in 2019 due to years of financial struggles. While, historically, low-cost long-haul carriers have failed, Jónsson does not believe PLAY will meet the same fate.

"Our model is different because we are entering a widebody market with a narrowbody jet," he said. "These routes really aren't long-haul and because we are using the geographic location of Iceland, we don't need a widebody jet between major cities, which is the market that's failed."

WOW Air flew Airbus A330 jets between the East Coast and Europe, which Jónsson said did well, but the company started losing money when it flew from places like Los Angeles to Europe and into Asia. PLAY does not plan to acquire widebody jets for the transatlantic routes.

"They [WOW Air] completely changed their business model and that's where they lost control of the cost," Jónsson explained to Insider. "PLAY is using the best part of WOW's business model, which is one that has been successful in this market for decades."