Another Low-Fare Airline Tackles the Atlantic

WOW Air, the new Icelandic low-fare airline, announced it would start flying between Boston and London/Gatwick this spring. Similar to Icelandair’s long-term flying pattern, flights will be via Reykjavik: leaving Boston in the evening and arriving in London the following morning, with the morning departure, afternoon arrival reverse pattern.

So far, WOW hasn’t announced anything about Iceland stopovers, but I’ll be very surprised if the line doesn’t offer stopover packages.

Flights will be in A320s, at a slightly below-average 30- to 31-inch pitch but average or better width. Although the airline is single class, you can reserve the extra-room exit-row seats and even guarantee an empty middle seat by paying extra.

Fares aren’t available yet, but the fare pattern will almost surely continue the carrier’s policy of offering very low fares to early buyers on at least some dates. Currently, for example, fares from London to Reykjavik are as low as £98 each way (about $157), including the onerous British passenger duty and a £6 “payment fee.” The only surprise is a very stiff charge of £19 for one checked bag.

Whether WOW flights will appeal to U.S. and Canadian travelers depends on one main factor: Will the fares be low enough to offset the increased flight time (compared to nonstops) and the hassle of an overnight stop? Back in the regulated days, low fares on Loftledir, the precursor to Icelandic, got a lot of budget travelers to accept those conditions, and many of them opted for a quick Iceland stopover. WOW seems to be hoping to replicate that formula.

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