Airline one2one: Skúli Mogensen

Which airlines have inspired WOW?

There are a number of very good airlines out there today and, as a newcomer, we would be foolish if we hadn’t studied what has worked and what has not in the industry. Examples of very interesting airlines in my mind are Southwest Airlines, JetBlue, Norwegian and Virgin Atlantic, all of which have inspired some initial starting elements of WOW air, but we always try to add our own twist to the equation.

What is the mix between business and leisure travel on your flights?

It’s actually a mix of 75% leisure and 25% business, which is a strong mix for sustaining key routes year round like our London, Berlin and Copenhagen.

What is the untapped potential for tourism to Iceland?

We think Iceland is still in an early phase as a ‘hot destination’ and expect overall market to grow from 600,000 to between 1 and 2 million visitors annually.

Do you expect the expansion in tourism arrivals to come from new or established markets?

There is still expansion capacity in our established tourism markets such as the UK, Germany, France and Scandinavia. However, the larger opportunities will come from North America and eventually Asia. I expect tourism to hit 1 million visitors within the next few years and exceed this, as long as the industry and government continue to work together to build the necessary infrastructure to handle such growth. It’s extremely important to manage and protect the country’s attractions as I believe one of the unique aspects of Iceland is how clean and unspoilt it is. Of course we also must promote other attractions which are plentiful around the country but more off the beaten track.

Do you see opportunities in ‘New Europe’?

This summer we are flying to Vilnius and Warsaw which is as far east as we’re going this summer but we will continue to look at new destinations as we expand our network including ‘New Europe’.

What destinations or types of holiday appeal most to people from Iceland?

Icelanders are extremely varied like any other nation, really. There are those who want to enjoy plenty of sunshine and relax on a beach, those who want to experience other cultures and there are those who want to experience a real adventure on their holiday. I think the trend in Iceland, as well as elsewhere, is that people want to be active, explore and experience new things while abroad.

What are WOW’s goals in outbound and inbound tourism?

For inbound tourism we are hoping that WOW air can be a one-stop shop for visitors, offering flights, hotels and activities. For outbound tourism we offer great value flights to 14 different destinations as of 2 June 2013.

What is WOW air’s network strategy?

A high frequency of flights to a range of destinations, all year round.

What are the drivers for this year’s new routes?

Ultimately, our customers are the main driver for route expansion. We want to fly to destinations which our customers love whether that is for business or leisure. Operating the low-fare model does mean we are flexible and that we can react quickly to supply what our customers demand. At WOW air, we are constantly looking to offer our customers great value and expand our existing offering. We see great opportunities in North America and look forward introducing New York spring 2014, hopefully.

Do you have a favourite WOW Air route?

The route I fly most regularly is the Reykjavik–London route, but I am very excited about the new Reykjavik–Barcelona route, which starts in June 2013. The route to New York starting in 2014 will be the route I look most forward to from a company perspective.

Is WOW’s irreverent and fun approach at risk as the airline expands?

No. Our mission is to offer the best price to and from Iceland, to be the most punctual and reliable airline and always with a smile. Those are our core values. We are very proud of being the most punctual airline in Iceland currently. I don’t believe our approach is at risk as we expand.

What are WOW air’s plans for expanding its fleet?

In our first summer of operation we had two aircraft. This summer we will have four aircraft and, hopefully, by 2014 we will have six.

How will gaining an air operator’s licence from September affect routes and services?

Gaining our operator’s licence in September will give us a lot more freedom and flexibility in how we operate our aircraft. It also gives us greater control over our flight timings and new routes.

What are Iceland’s undiscovered attractions?

I am certain that Iceland can continue to grow rapidly as an adventure/active destination where people experience the outdoors and the wonders of our geothermal landscape. Heli-skiing, mountain biking, hiking, kayaking or fishing are just some of the activities which you can do in Iceland as well as visiting active volcanos, glaciers, waterfalls and geysers. The unique daylight hours make sure our destination is always changing – if you see something in summer, it will be a totally different experience to see it in winter.

What are your personal tips for visitors to Iceland in where to go and what to do?

Well I just got back from skiing in Tröllaskagi in the northwest of Iceland, which was spectacular. It was phenomenal to ski all day on untouched terrain and then gaze at the Northern Lights in the evening from a hot tub. Around Iceland I try to do smaller daytrips whenever possible and there are a lot of great outdoor options around Reykjavik. A local favourite of mine is a hike up Esjan on a good day – this is very refreshing!

I also love spending a day mountainbiking or roadbiking in and around Hvalfjörður and then I relax in the natural hot spring at Hvammsvik, which is right on the edge of the ocean so you can even do a little wild swimming which is also becoming increasingly popular. There are so many great spots around Iceland but I would definitely recommend the Westfjords and, on the way there, I would recommend stopping at Snæfellsnes, Flatey and Latraberg to name a few. In Reykjavik I would definitely check out the local museums and galleries. Iceland has an amazing arts scene, whether it’s music, art or literature, and I am constantly amazed by the new local stream of talent.

Is Iceland likely to remain a relatively affordable destination?

Yes, I expect the ISK to remain fairly low valued in the foreseeable future. Of course, WOW air’s mission is to offer the lowest possible fare to Iceland from the UK and hopefully enable more people to visit our unique country. Due to currency controls in Iceland, I expect the ISK to remain fairly steady in the coming years, although it might be an artificial steadiness due to the controls.

Why did you enter the aviation field?

I have strong belief in Iceland as a destination and I love a challenge.

What are your interests outside work?

I love keeping as active as possible. I compete in triathlons as often as my training allows and I started the WOW Cyclothon, which is a non-stop relay bike race around Iceland on route 1. The competition is held annually in June when the sun never sets. I competed last year and my training has started for the competition coming up.

Which figures in the aviation world inspire you?

Neil Armstrong.