A comeback for WOW air? Flights could begin next month
Don’t look now, but WOW air is attempting a comeback.
The flashy Icelandic discounter had been known for its purple planes and rock-bottom fares across the Atlantic, but the outfit flamed out in March and abruptly suspended all flights.
The company’s demise followed several years of breakneck growth that then morphed into sudden retreat before operations were halted altogether.
Now, however, eccentric U.S. businesswoman Michele Ballarin appears to have successfully led an effort to acquire WOW’s brand and remaining assets. The move appears to have been first reported in the U.S. by One Mile at A Time.
Ballarin detailed her plans in a Friday press conference in Iceland that has since been posted online. She declined to reveal the deal’s value, but said she and her group have committed $85 million toward the effort.
The resurrected carrier’s first route would be between Washington Dulles and Reykjavik, Iceland’s capital city and home to WOW’s main base during its first go-around.
Flights would begin next month and operate under the previous WOW brand. Ballarin said she did not think WOW’s sudden collapse earlier this year has harmed the company's image, calling WOW “remarkable brand in aviation.”
“I don’t the brand is damaged at all,” she added in her press conference. “I think people miss the ability to go out to Keflavik (airport near Reykjavik) and get on a purple airplane and fly somewhere.”
While WOW initially launched as a no-frills ultra low-cost carrier, Ballarin’s vision for re-launching the airline sounded a bit different. She noted the carrier would focus on perks like food, seeming to suggest the airline might operate more like a full-service carrier.
“Making flying fun again is something that is going to be important to us, not only to enhance the customer’s experience onboard, but to be able to bring better nutrition onboard as well,” she said.
Related: Exciting New Airline Routes for August 2019 and Beyond
Ballarin added her team was working with a Michelin-starred chef for possible menu items. She also said WOW hoped to add lounges for its customers.
“We want to be able to bring a lounge experience to everyone who flies on WOW,” Ballarin said, noting she hoped to build WOW lounges at both Washington Dulles and at Reykjavik’s Keflavik airport.
She said the carrier has secured two aircraft to restart operations, but did not give details.
“I want to start carefully,” she said during the press briefing. “I want to be able to build the network very slowly, and by summer have four aircraft and go out to about 10 or 12 and stop there. The real profitability zone is when you go to 10 or 12 aircraft and just stay there.”
Related: Here’s Which US Airline Cuts More Routes Than Any Other
As for Ballarin, she comes to the WOW effort with a unique background.
Gary Leff, author of the View from The Wing blog, notes a Washington Post article on her once described her as “a trusted confidante of Somali pirates and warlords.”
As for her efforts to launch “WOW 2,” it’s perhaps not surprising that there are skeptics.
Excepting for the winter holidays, the winter schedule is off-peak even in the U.S. So WOW’s move to launch U.S.-Iceland service in October will have WOW 2.0 begin service right as the low season begins.
But, for now, that’s the plan.
Stay tuned …
Related: Can Delta and JetBlue Make Boston the Next Dual-Hub City?
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| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
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You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
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Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.