WOW air is an Icelandic low-cost carrier that was founded in November 2011 and describes itself as “the airline with the biggest smile and lowest prices”. The airline operates services to a total of 17 destinations in 13 countries.
The airline has grown rapidly, doubling in size since its first year of operation. In 2012, WOW air carried around 90,000 passengers, and in 2013, that number had risen to some 450,000 passengers. It is estimated that for 2014, 720,000 passengers will travel with WOW air. WOW air currently employs around 170 people, most of whom having experience in the tourism and airline industry.
In October 2012, WOW air acquired Iceland Express’ operations and network. Iceland Express operated to several destinations in Europe and North America utilising leased equipment. At the end of October 2012 following the acquisition of its operations, flights to Gatwick and Copenhagen saw frequency increases, as well as new services to Berlin-Schönefeld, Kaunas, Salzburg and Warsaw Chopin, Kaunas has since been dropped replaced by existing services to Vilnius.
WOW air runs the travel agency WOW travel, which specialises in low-cost holidays both to and from Iceland. The company offers a wide range of destinations, hotels, and tours. WOW regards itself as a holiday guru for Iceland as a destination.
WOW air was founded by entrepreneur Skúli Mogensen, whose extensive business background is largely in technology and telecoms in Iceland, Europe, and North America. The sole owner of WOW air is the investment company Titan, owned by Skúli Mogensen. Skúli Mogensen is the company CEO, and he sits on the five-person board of directors. The board is chaired by Liv Bergþórsdóttir.