Norse Atlantic Airways: Bjorn Again vs Son of Norwegian
Received wisdom about aviation's recovery tends to place domestic markets over international markets, short haul ahead of long haul, narrowbody routes before widebody routes, direct flights above connecting flights, and low cost over legacy.
Even there, beyond low lease rates, its source of cost advantage is unclear. It is aiming to launch services on the North Atlantic, an international long haul market, using widebodies and relying on partners for connections to feeder traffic.
Norse Atlantic was founded by the 'Bjorn Three' of Bjorn Kjos, Bjorn Kise and CEO Bjorn Tore Larsen. The first two of the trio also founded Norwegian Air, which foundered after entering long haul markets, its problems compounded by debt-fuelled overexpansion.
The 'Bjorn Again' airline will no doubt be careful to avoid the same pitfalls.
Become a CAPA Member to access Analysis Reports
Our Analysis Reports are only available to CAPA Members. CAPA Membership provides exclusive access to in-depth insights on the latest developments in the aviation and travel industry, developed by our team of dedicated analysts located in Europe, North America, Asia and Australia.
Each report offers a fresh perspective on the latest industry trends and is available online or via the CAPA mobile app, with customisable alerts to help you stay informed and identify new business opportunities.
CAPA Membership also provides access to our full suite of tools, including a tailored selection of more than 1,000 News Briefs every week and comprehensive data and analysis on thousands of companies around the world.