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PLAY Airlines has announced a multi-year deal with Global Distribution System provider Sabre, which will help the carrier expand its presence and reach among the airline’s target audience. By partnering with Sabre, the airline’s flights and network will be made available to travel agencies connected to the system, thus enabling the airline to potentially capture traffic from desirable markets.
Partnership to expand market presence
The Icelandic carrier PLAY airlines has announced a multi-year distribution partnership with Global Distribution System (GDS) provider Sabre, as the carrier is looking to expand into new markets and improve its presence with the airline’s target demographic customers.
A GDS is essentially a network of systems that allow high-volume sellers (in this case, an airline selling seats on a flight) to connect with the right target audience (passengers looking for tickets on a particular route).
Related The Complicated Legacy and Uncertain Future of the GDS For Airline Ticket Sales The GDS has long been the industry standard, but startups and low-cost airlines are increasingly moving away.
According to Aviation Business News, the deal with Sabre will enable all partnering travel agencies to access PLAY’s services and network and connect these itineraries with more passengers, thereby boosting the carrier’s visibility in target markets.
Connecting North America and Europe via its hub in Iceland makes the two regions vital markets for the carrier. By collaborating with Sabre, the airline can improve its visibility within the US, Canada, and Nordic regions.
PLAY’s Chief Executive Officer, Einar Örn Ólafsson, stated,
Partnering with Sabre is a significant milestone for us as we expand our footprint in the North America and European markets.
Essentially, this partnership will enhance seamless and affordable Transatlantic air travel with PLAY.
Upcoming European expansion
While the carrier recently launched services to North American destinations within the United States and Canada, it plans to expand its network to further European destinations, such as Aalborg, Denmark, and Valencia, Spain, in the summer of 2025.
Additionally, the airline is set to expand services to Northern Africa and its Mediterranean network, with services to these destinations set to commence later next month.
Photo: Vincenzo Pace | Simple Flying
Region Destination Launch Date North Africa Marrakesh, Morocco (RAK) October 17th Mediterranean Madeira, Portugal (FNC) October 15th
All these services are being operated by a fleet of efficient Airbus A320neo family aircraft, including the Airbus A320neo and the larger Airbus A321neo jets.
Going forward, the carrier also aims to slow its expansion to the US, focus on improving its profitability, and aim to make 2025 its first-ever profitable year.
Expansion to US destinations more than five-hours away will be considered once the airline has a larger fleet.
Making Iceland more accessible
While the carrier is taking steps to make its flights accessible to more passengers and offers increased connectivity with its network expansion, PLAY has also recently taken the initiative to ensure passengers connecting via its hub in Iceland have the opportunity to explore the city.
Earlier this year, PLAY launched a Transatlantic Stopover Program, which allows passengers flying across the Atlantic Ocean to enjoy a stopover in Iceland during one or both legs of their journey.
Photo: Markus Mainka | Shutterstock
The program allows passengers to stay in Iceland and explore for up to 10 days. While the program does not include accommodations, it is a cost-effective way to travel and explore a new place. To be eligible for the stopover program, the journey must be Transatlantic, with the origin in Europe and the final destination in North America or vice versa.
According to the airline, this program is perfect as it allows passengers with layovers to leave the airport and explore the beautiful country, especially if they wish to stay there longer than the typical few hours of connection offered by many carriers operating a hub-and-spoke model.