Icelandic discount airline Play is set to operate its final U.S. flight on October 24, marking a significant shift in its transatlantic operations.
Since launching U.S. services in April 2022, Play will have dramatically scaled back its operations, reducing its offerings to just one remaining route: Baltimore to Reykjavik. Earlier flights, including the Boston-Reykjavik route, will conclude on September 15, while connections from Reykjavik to New York Stewart, located approximately 70 miles north of Manhattan, will end on September 1, according to Cirium flight schedule data.
Play CEO Einar Orn Olafsson. Photo Credit: Play
During its peak operating summers of 2023 and 2024, Play offered daily flights on three transatlantic routes, alongside a service from Reykjavik to Washington Dulles. The airline was well-positioned to provide both direct and affordable one-stop connection options to major northern European destinations.
Decreased Flight Frequencies
Despite its initial success, Play indicated last fall its intention to reduce its North American services, opting instead to concentrate on more profitable routes in southern Europe. Currently, the airline operates just 76 total U.S. flight frequencies, representing a 33% decrease from the previous year. Additionally, Play has ceased operations to Hamilton, Ontario, which had been its sole Canadian route, previously offered as frequently as daily.
Strategic Changes Ahead
In early June, the carrier announced plans for more extensive adjustments, including terminating U.S. flights and scaling back on northern European destinations. These changes are part of a broader strategy aimed at enhancing the airline’s operational sustainability and profitability.
Play’s leadership, including CEO Einar Orn Olafsson and Vice Chairman Elias Skuli Skulason, is pursuing a significant shift by opting to purchase the airline’s shares. Their plan includes transitioning Play into a private company and delisting it from the Nasdaq Nordic exchange.
Future Operational Focus
To adapt to the current situation, the airline intends to lease out six of its Airbus narrowbody aircraft, focusing on operating the remaining four primarily for routes between Iceland and southern Europe. This realignment aims to streamline operations and enhance service quality in more lucrative markets.
For travelers looking for budget-friendly options to and from Iceland, Play’s evolving strategy underscores the airline’s commitment to optimizing its service offerings. Although the final U.S. flight is approaching, Play continues to adapt in an ever-changing aviation landscape.
