Play Airlines Refocuses on Leisure Markets, Seeks Maltese AOC
Icelandic low-cost carrier (LCC) Play is pivoting its business strategy to focus on point-to-point routes to popular leisure destinations in Southern Europe, following underwhelming results from connecting traffic between Europe and North America. The airline’s revised model prioritizes direct service to vacation spots, reducing reliance on connecting passengers.
In support of this shift, Play has applied for an Air Operator Certificate (AOC) in Malta, enabling operational expansion within the European Union and allowing the carrier to access more lucrative leisure markets across Europe. The Maltese AOC will complement its Icelandic operations, positioning Play to better compete in the European low-cost leisure market.
Play has cited “disappointing” yields from its transatlantic routes as a primary reason for the pivot. The carrier will therefore scale down its North American connections and reroute capacity to high-demand European leisure destinations. Play’s strategy aligns with current trends, as European carriers increasingly target routes with higher leisure potential to offset fluctuating yields on connecting flights.
CEO Birgir Jónsson emphasized that the carrier is committed to leveraging the growing demand for affordable leisure travel. With the Maltese AOC in process, Play expects operational flexibility and regulatory advantages that will aid its network expansion.
The shift marks a significant reorientation for Play, with plans to deploy more flights to locations like Spain, Greece, and Italy, aiming to attract holiday travelers seeking budget-friendly direct flights to sunny destinations.
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