RIVALS TAKE NOTE OF NORWEGIAN
Norwegian’s large fleet commitments and ambitious business plan to establish a foothold in the network carrier-dominated transatlantic market brought its share of sceptics – but also some admirers and copycats.
A number of new entrants outlined plans to enter the market, while network carriers reacted with competitive moves of their own to target the premium leisure segment.
Most notably that was evident with IAG. The British Airways and Iberia parent found Norwegian encroaching into the Barcelona and London Gatwick markets. The group responded by launching its own rival low-cost brand Level, competing on long-haul routes from Barcelona with Norwegian.