Iceland with PLAY Airlines
PLAY Airlines, an Icelandic low-cost carrier established in 2019, has rapidly emerged as a notable player in the aviation industry by offering affordable transatlantic flights and connecting travellers between North America, Europe, and Iceland. Founded by former WOW Air executives, PLAY commenced operations in June 2021, positioning itself as a budget-friendly alternative for transatlantic travel.
I visited Iceland for the first time in 2007, and it has changed a lot since then. Until I flew from Copenhagen to Iceland this year, I had never flown with PLAY Airlines before. I had also never done a road trip in Iceland, something I had put on a bucket list as I thought it would be one of the most exciting travel experiences I hadn’t experienced.
PLAY operates a fleet of Airbus A320neo and A321neo aircraft, known for their fuel efficiency and cost-effectiveness. The airline’s all-economy class cabins are designed to maximise passenger capacity while maintaining comfort. By utilising a uniform fleet, PLAY streamlines maintenance and training costs, aligning with its low-cost business model.
Initially, PLAY’s route network encompassed various destinations across Europe and North America, with Iceland serving as a central hub for connecting flights. However, in October 2024, the airline announced a strategic shift to focus more on point-to-point leisure routes, particularly emphasising Southern European destinations. This decision involved reducing capacity on North Atlantic routes and decreasing the number of destinations in North America and Northern Europe by mid-2025. The move aims to capitalise on strong leisure markets and enhance profitability.
PLAY’s ultra-low-cost model offers base fares that are competitively priced, with additional fees for services such as checked baggage, seat selection, and in-flight refreshments. This à la carte approach allows passengers to customise their travel experience according to their preferences and budgets. While the airline does not provide in-flight entertainment or Wi-Fi, it compensates with friendly service and modern aircraft. In some ways, PLAY is like Ryanair with low fares and without a lot of services that other airlines offer free of charge, but on the other hand, their aircraft are different from the typical Ryanair ones.
Under the leadership of CEO Birgir Jónsson, who brings experience from his tenure at WOW Air and other industries, PLAY emphasises operational efficiency and sustainable growth. Jónsson’s diverse background, including roles, contributes to a dynamic and innovative corporate culture. The airline aims to learn from the past mistakes of its predecessors by focusing on prudent expansion and financial discipline.
PLAY actively engages in promotional campaigns to attract travellers. For instance, the airline has offered significant discounts on flights to various European destinations, appealing to budget-conscious passengers seeking affordable travel options. These promotions often include opportunities for extended layovers in Iceland, allowing travellers to explore the country’s unique landscapes without additional airfare costs.
In summary, PLAY Airlines has swiftly positioned itself as a key player in the low-cost transatlantic travel market. By focusing on strategic route adjustments, maintaining a modern and efficient fleet, and emphasising customer choice through its à la carte service model, PLAY continues to navigate the competitive aviation landscape with an eye toward sustainable growth and enhanced passenger experiences.
Below are some photos from my road trip in Iceland, a country that’s on my list of favourites.
