Discount carrier Play Airlines to end all US flights by October
Icelandic discounter Play Airlines will end all flights to the U.S. in October, exiting the market 3 1/2 years after betting that transatlantic flyers would flock to its low fares.
Play will end flights from Keflavik International Airport (KEF) to New York Stewart International Airport (SWF) on Sept. 1, to Boston Logan International Airport (BOS) on Sept. 15 and to Baltimore/Washington International Thurgood Marshall Airport (BWI) on Oct. 24, according to the airline's website.
The airline will, instead, focus on flying leisure travelers between Iceland and Europe, and it will essentially try downsizing by leasing six of its 10 Airbus A320neo family planes to other airlines, an investor presentation on Tuesday showed.
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Travelers still have options between Iceland and Play's former U.S. destinations. Icelandair flies from KEF to BWI and BOS, schedule data from aviation analytics firm Cirium shows. And, while it does not fly to SWF (on the northern fringes of the New York City metro area), it does connect KEF to two of New York City's primary airports: Newark Liberty International Airport (EWR) and New York John F. Kennedy International Airport (JFK).
Play's exit from the U.S. market is part of a strategic pivot to boost profitability. The carrier told investors Tuesday that the North American market had “changed significantly” since it began flights in April 2022. The changes include additional transatlantic capacity from legacy carriers, new nonstops on longer-range narrow-body planes like the Airbus A321XLR, and a general shift in travelers' desire for more premium offerings.
Play follows the typical budget airline business model with bargain base fares and fees for all other amenities, from assigned seats to checked bags. Its most premium onboard offering is a limited number of extra-legroom seats.
The airline took off in 2021 as something of a reboot of the failed Icelandic discounter Wow Air. Then-CEO Birgir Jonsson embraced the comparisons, touting Iceland’s strong tourism market and the need for a budget alternative to Icelandair. Play would not repeat the mistakes of Wow, he said, by moderating growth.
When Play landed in Baltimore in April 2022, Jonsson said demand for its first U.S. route was coming in as planned, with most travelers booking connecting itineraries to Europe.
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The investor presentation paints a different picture. Play’s North American flights only turned a profit in the second and third quarters of 2023, and they lost money throughout the rest of their existence, according to the airline.
Einar Orn Olafsson, who replaced Jonsson as Play's CEO in March 2024, told TPG in May that he was focused on getting the airline onto solid financial footing. North American growth would slow as European flights were more profitable, but the carrier still saw opportunities in the U.S. and Canada.
By the end of 2024, Play's pivot away from the U.S. and to Europe became evident. The airline ended flights to Dulles International Airport (IAD) in December and then to John C. Munro Hamilton International Airport (YHM) near Toronto in April 2025.
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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.