From Norwegian to Norse: under Oslo's snow past and present of Europe's only low-cost long-haul airline

Red and white Dreamliners, some without engines, parked on the apron for years. Others, white and blue, freshly painted and ready to board passengers. At Oslo Gardermoen Airport you have before your eyes the past and present of Europe's largest long-haul low-cost airline.

Norwegian and Norse are in fact closely related, in terms of management, crew, business model, and aircraft. The former, initially among the largest low-cost airlines on short and medium haul on our continent, a decade ago had begun exporting the model used on its European routes to intercontinental flights.

First from Oslo, then also from Copenhagen and Stockholm, had initiated connections to North America and Thailand using a fleet of Boeing 787-8s and 787-9s. Under the basic tariff, the following were purchased the right to board by carrying a carry-on luggage. From there on, everything was chargeable: checked luggage, choice of seat, food and beverage service. Legroom: the bare minimum.

At the front of the Dreamliners, however, a premium economy cabin had been installed in a 2+3+2 configuration which offered ample legroom, seats that reclined generously, and food service that made use of cool packaging.

The model worked and destinations across the Atlantic were steadily increasing: a New York (JFK) and Florida (Fort Lauderdale) were added Boston, Los Angeles and Oakland, in the San Francisco Bay Area, and even Buenos Aires in Argentina. In Asia it was flying to Bangkok and also directly to Phuket. At the same time, bases in Europe were also increasing: London Gatwick, Paris Charles De Gaulle, then also Barcelona and Rome.

The fleet of long range grew to count 21 Dreamliners registered in Norway and headed by Norwegian Long Haul, plus 24 others registered in the UK under the name Norwegian UK Limited and 3 registered in Sweden. In total, 48 Boeing 787s of the -8 and -9 series, who made Norwegian the largest company in Europe as far as Dreamliners in fleet. (Photo Anna Zvereva CC BY-SA 2.0)

Everything from aircraft to bases to aircrew grew enormously in 3-4 years, exposing the Scandinavian carrier to a heavy indebtedness, which by the end of the second decade of the new millennium was no longer able to hold. Covid's arrival in early 2020 found a company that was already well over the brink, with long-range operations effectively suspended.

The pandemic threatened to make Norwegian disappear altogether, ending a story that had begun in 1993, but the company, greatly downsized, managed to survive returning to its old low-cost intra-European business, with A fleet consisting exclusively of Boeing 737-800s and MAX 8s.. To date, the 737s registered in Norway and Sweden number about 80 and the destinations served about 100.

On the long haul, with the pandemic behind it, Norwegian's place was taken by Norse Atlantic, whose 787s (all ex-Norwegian) they make a good showing at Oslo, London Gatwick, Paris Charles De Gaulle, Rome Fiumicino, Berlin and Athens, from where they fly to the United States, the Caribbean and Thailand.

At the helm of the company are three Bjorns: Bjorn Tore Larsen, who is founder and CEO, alongside Bjorn Kjos (Norwegian's founder) and Bjorn Kjse as minority shareholders. Operations are mostly concentrated in Oslo and London Gatwick.

And, mindful of what happened at Norwegian Long Haul, Norse bosses have undertaken A policy of small steps, very gradually expanding network and fleet, which today counts eleven Boeing 787-9s configured with 338 seats (56 in Premium Economy and 282 in Economy). One, with 344 seats including 35 in Premium Economy and 309 in Economy, is currently leased to the Spanish airline Air Europa.

The first flight, between Oslo and New York JFK, was operated on June 14, 2022. To date, the destinations served total 14 (New York JFK, Washington D.C., Miami, Orlando, Los Angeles, Montego Bay, Barbados, Bangkok, Oslo, London LGW, Berlin, Paris CDG, Rome, Athens, Barcelona).

The business model was entirely borrowed from Norwegian Long Haul, except that Norse has no narrow-body aircraft in its fleet and is a company that operates exclusively long-haul flights.