While it’s enticing to call Norse Atlantic a reconstituted version of Norwegian Air’s long-haul arm, we must resist. Sure, the planes are the same, including the interior configuration, and the network mimics Norwegian's, but this is a new entity, the airline reminds us, with different ownership and a new outlook. Norse is only nine months old.
Loyal readers know I am skeptical of new entrants, particularly ones that restart with a model similar to a failed airline’s. People like deals, yes, but does the market need a 13th daily flight between London and Los Angeles? Or another winter option from Scandinavia into Florida?
I don’t know that it does. But this summer could be a record year for transatlantic demand, so if there’s any time to try, it is probably now.
I recently spoke to Norse’s new president, Charles Duncan, to learn how management seeks to avoid Norwegian’s fate. He shared Norse’s plan to sell tickets more than a year in advance, its unique deal with lessors, its plans for winter operations and its belief in the revenue economics of premium economy.
Here are the highlights of our conversation.