Long-haul low-cost airline, Norse Atlantic Airways, has planned changes to its long-haul network from London Gatwick for this upcoming winter season. According to schedules filed to aviation analytics firm, Cirium, the airline’s Miami route will be axed as of October 25. This coincides with the launch of a new route to Bangkok that begins the following day.
Norse has not confirmed the suspension of the Miami route just yet and it is still possible that the route will continue through the winter period. That being said, that is unlikely to be the case.
Consistently low loads
The route is operated by the company’s UK division, Norse Atlantic UK. Service is currently offered on a twice weekly basis with a Boeing 787-9 configured in a dense, 338-seat layout. Loads, although not a direct measurement of profitable of a given route, can provide an indication. In this case, loads were particularly low.
Photo: Norse Atlantic
Between October 2023 when the route was launched and November 2024 (month until data is presently available), load factors reached an average of 69%, below the average of 75% enjoyed by Norse Atlantic Airways as a whole on all US services for the same period. For LGW-MIA, this translates to an offer of 173,000 seats of which only 119,000 were filled.
The worst month was January 2024, with just 49% occupancy, while the best month was November 2024 with 86% occupancy. It is worth noting that for the 2024-2025 winter season, Norse reduced frequencies on the route from daily to just twice weekly as of September 10, contributing to improved performance on the loads side.
Heavy competition
There are three other airlines that operate between London and Miami. This summer that includes:
- British Airways: with an Airbus A380-800 daily
- American Airlines: with a Boeing 777-300ER twice daily
- Virgin Atlantic: with an Airbus A330-900 and Boeing 787, twice daily
Especially when considering the competition on the route, combined with the low loads, it is safe to assume yields on the route were not ideal. Norse’s differentiating factor is one of low fares rather than comfort, meaning if flights were not full, that may not have been enough.
While Norse Atlantic has not responded to Simple Flying’s request for confirmation about the route’s suspension, it is likely. Rumor has it the carrier has sent an internal message to Fort Lauderdale-Miami crew about a base closure in Miami.
Photo: Norse Atlantic
Norse also operates between Miami and Berlin as well as Oslo. Both are not currently listed to return in winter 2025, according to Cirium schedules. Flights between Miami and Paris Charles de Gaulle, initiated in December 2023, were suspended recently as well.
A failed Fort Lauderdale switch
Norse Atlantic Airways’ predecessor, Norwegian Air, also offered service to Miami before ultimately suspending it.
The two also initiated with flights to the nearby Fort Lauderdale (FLL), before deciding that the lower-cost alternative simply wasn’t worth it. A combination of factors including likely lower recognition and demand mitigated the impact of cheaper airport fees.
Norwegian Air began FLL service in 2014, leaving the airport in 2019 in favor of Miami. Norse Atlantic began in 2023, but quickly decided to stick to Miami instead, that same year.
Turning to ACMI operations as a solution
Norse Atlantic’s continued inability to sustain service on certain routes for a long period of time demonstrates the difficulty of the long-haul, low-cost market. While it remains a fervent believer in its product offering, Norse is well aware of the market’s volatility, revenue-wise.
The airline has slowly been shifting towards ACMI operations, leasing out its planes to other airlines. This provides both a secure stream of income (more so than several of its routes) and ensures aircraft utilization.
Photo: Vincenzo Pace | Simple Flying
Most recently, the airline officially confirmed an agreement with IndiGo to kickstart the Indian carrier’s long-haul European ambitions as of the upcoming summer season. Norse Atlantic hopes to continue its ACMI efforts over the coming years, complementing its existing long-haul operation.
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