Norse Atlantic Airways has touched down in Las Vegas, adding the vibrant city to its growing list of long-haul, low-cost destinations. The airline launched its new route from London Gatwick to Las Vegas on September 12th, marking its fifth U.S. airport. This move comes on the same day British Airways announced plans to increase their flights from London Heathrow to Las Vegas next summer, highlighting the intense competition for travelers seeking a Sin City getaway.
Norse’s new route, flown on a Boeing 787-9 Dreamliner, carries the flight number 777, a cheeky nod to Las Vegas’ gambling reputation. While Norse is the only foreign carrier to use this number for flights to Las Vegas, several domestic airlines also utilize ‘777’ for their routes to the city. The Gatwick-Las Vegas service was previously operated by Norwegian Airlines, and Norse now takes the reins, hoping to replicate, or even surpass, the success of its predecessor.
Las Vegas remains a popular destination for Londoners, with approximately 450,000 roundtrip passengers in 2023. Besides Norse, British Airways and Virgin Atlantic offer regular nonstop flights, while American Airlines and Delta Air Lines operate limited services, mainly catering to major events like the Consumer Electronics Show. Norse’s new route, covering 4,565 nautical miles (8,454 km), operates three times a week, providing a fresh option for travelers seeking affordable and convenient travel to Las Vegas.
However, Norse’s foray into this competitive market is not without its challenges. Running a long-haul, low-cost operation is notoriously difficult, particularly during off-season periods. Norse has already made strategic adjustments to its flight operations, including reducing frequencies and exploring alternatives outside scheduled flights. With only three weekly flights to Las Vegas, the airline has limited flexibility to respond to fluctuations in demand.
Since its first revenue-generating flight in June 2022, Norse Atlantic has faced criticism regarding its network planning and revenue management, having canceled several destinations, including Kingston, Jamaica, before it even launched, a move intended to boost winter performance. This trend of discontinuing routes extends beyond Kingston. Cirium data shows that Norse has operated a total of 28 routes, with 13 of them, about 46%, being dropped in just over two years. This includes routes flown at least once, excluding Gatwick-Kingston, which was canceled before launch. Additionally, three routes were shifted to nearby airports, effectively marking the end of their original operations. Even excluding these adjustments, Norse still cut 36% of its routes in its short history.
The high number of discontinued routes raises concerns about Norse Atlantic’s ability to establish a stable long-haul, low-cost model. Whether Las Vegas proves to be a long-term success or just another short-lived experiment remains to be seen. The success of this new route will be closely watched as Norse navigates the turbulent waters of the airline industry and seeks to solidify its position in the long-haul, low-cost market.
