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WOW air comeback

WOW Air Executives Aim to Start a New Low-Cost Airline This Fall

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Icelandic low-cost carrier WOW air collapsed this spring after slowly drowning in months of financial woes. Within weeks, the failed airline's CEO hinted at giving the airline another go.

It seems those plans are actually coming to fruition. According to Icelandic news outlet RUV, two former WOW air executives have plans to start again under the moniker … WAB air. It stands for “We Are Back.”

The name could change, but the WOW revival is real. Two former top WOW executives have lined up investors, with plans to begin flights in the fall of 2019. Their plans call for flights from Reykjavik (KEF) to 14 cities scattered across Europe and North America.

Oddly, former WOW air CEO Skuli Mogensen isn't involved in this project – even after publicly announcing he planned to give the airline another shot.

While WOW's collapse was inevitable, it still stung. More competition is better for cheap fares, and there's no denying its disappearance hurt the Icelandic economy.

Let's just hope this new airline is run better than its predecessor. WOW air's slow death was marked with poor judgment, cutting routes left and rightinforming passengers of cancellations weeks late, and trying to pressure travelers to accept gift cards rather than refunds on a dying airline.


Bottom Line

It's still too early to know for sure whether this refreshed WOW air will really take off. But low-cost airlines have helped drive airfare to Europe down to record lows. The more airlines making those flights, the better.


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