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).

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 is also planning 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.

PLAY A320neo flying low

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, which includes the Airbus A320neo
and the larger Airbus A321neo
jets.

The carrier, going forward, is also aiming 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 have a stopover in Iceland during one or both legs of their journey.

A PLAY Airlines Airbus A321neo on the taxiway.

Photo: Markus Mainka | Shutterstock

The program allows passengers to stay in Iceland and explore for up to 10 days and while the program does not include accommodations, it is a cost-effective way to travel and also explore a new place. To be eligible for the stopover program, the journey must be Transatlantic, as in the origin of the trip being in Europe and the final destination being 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 in the country for longer durations than the typical few hours of connection offered by many carriers operating a hub-and-spoke model.

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