Expanding horizons

For a while, the attention switches away from Gatwick. Norwegian opens a base in Barcelona in March, offering four US destinations, having launched them in Paris last year.

“The thinking has gone way beyond expanding from Scandinavia first and the UK second,” says Hawes.

The airline will, however, start flights from Edinburgh to New York and Boston this summer.

Shortly after this will come Ireland, with flights from Cork and Shannon. These will be really ground-breaking, as they will employ narrow-body Boeing 737s and serve a secondary airport in the US. Again, Norwegian believes price will make it fly off the shelves, with a one-way £69 lead-in from Edinburgh. It will be “a more purist low-cost operation”, according to Hawes.

The market is likely ready for this, as airlines such as Wow Air have paved the way for narrow-body flights to the US from the regions. Expansion this year will be about the regions and mainland Europe, rather than congested Gatwick, where, Hawes says, Norwegian may have to switch some slots used for short-haul services to start new long-haul routes.

Gatwick has not been without other operational problems. While Norwegian’s 787s are almost factory-fresh, there were some well-publicised delays with the airline’s small fleet unable to provide back-up. Hawes says this problem has been addressed with a Boeing 767 on standby on both east and west US coasts.

The airline seems to be winning the argument with consumers, but what about the trade? Hawes’ role here is to meet with agents and consolidators and many are selling his flights.

Despite 80% of sales being online, there are agent GDS fares. These include hold baggage and meals, plus a small GDS fee, which means they are more expensive than web rates. “It has caused some agent consternation, but the reality is most people buy the inclusive fare,” he says. He believes in face-to-face meetings with agents and stresses that Norwegian has a dedicated support team for GDS bookings.

He concludes: “Rather than us being the agent pariah, we should be the building blocks for them putting together a package.”

Tried & tested

NORWEGIAN GATWICK TO BOSTON

Economy (LowFare+ with meal and 20kg hold baggage)

CHECK-IN AND BOARDING: Staff at Gatwick were efficient and queues not too long. Latecomers were helped to the front of the line. At the gate, boarding was by seat rows and class, so there was no nasty scrum. We left on time, doubtless helped by getting everyone to the gate 100 minutes before departure.

CABIN: Norwegian’s Boeing 787-9 was brand new and smart, with mood lighting. The economy LowFare class is 3-3-3 and slimline seats mean legroom is much better than expected.

ENTERTAINMENT: Seatback TVs offer numerous free films on demand, but if you don’t have earphones, you must buy them.

SERVICE: The snack bar is open for those who don’t pre-order meals or who have not booked LowFare+. Orders are taken only via swiping a bank card through your TV unit. Many passengers took their own food onboard. Pre-ordered meals arrive in a cardboard box and include a small starter, choice of chicken or beef and a small cake. A glass of wine or a beer is included and a tiny cardboard cup, refilled once, holds your tea or coffee. There are no amenity kits and blankets cost $5 to use.

VERDICT: The overall experience was better than expected and the £358 return fare good value. All GDS fares include hold baggage and a meal. If booked direct without a meal, card payments are necessary for everything and nothing onboard is free (except cups of water on demand) – a good selling point to highlight to clients. They might not mind so much on a short trip to Boston but 11 hours to Los Angeles might feel different. 

Premium

CHECK-IN AND BOARDING: Premium passengers have dedicated lanes and fast track security plus use of the No1 Lounge at Gatwick. As yet there is no Boston lounge. Premium passengers board first.

CABIN: The layout is 2-3-2 and grey leather seats have a huge 46-inch pitch, 8 inches more than usual premium economy. Seats are 1980s cradle style with a footrest, so it is more premium than business, but the snoring I heard told me many didn’t mind. Blankets are provided but not pillows, eye masks or other amenities.

ENTERTAINMENT: TVs are flip-up screens and show the same selection as economy. Tiny cheap earphones are provided, so suggest that clients take their own.

SERVICE: Dinner was a choice of very good lamb, chicken or salmon, with a starter and a dessert, plus wine and hot drinks followed by Baileys or Cognac. Breakfast was an excellent quiche and bagel. However, food comes in a cardboard box and coffee in a paper cup. Alcoholic drinks are free.

VERDICT: For the price (£712 return), this was good, although some will struggle to sleep as this is not a business-class product. It is a pity meals are served in cardboard, but the legroom is a step up from normal premium economy.

SAMPLE FARES: Return web fares for travel on Friday February 17, returning Wednesday February 22: LowFare+ £434; premium £714.