Atlantica - 01.02.2002, Blaðsíða 7

Following the turbulent events of 2001,
Icelandair approaches this new year with
renewed optimism and determination.
To address the rapidly changing market condi-
tions facing almost every sector of the global
aviation industry, we are in the process of
implementing a wide-ranging programme of
changes in company strategy, aimed at
achieving a major boost in operations over the
next two years.
Despite having one of the smallest domestic
markets in the world, Icelandair’s marketing
efforts over the past five years have seen pas-
senger traffic to and from Iceland increase by
no less than 60%. This was achieved by pene-
trating the North Atlantic market for flights
between Europe and North America and chan-
nelling part of it into transatlantic connections
via our Keflavík hub - a policy that provided the foundation for major growth in
Iceland’s tourist industry.
Prior to the events of September 11, rising costs had made operating conditions
increasingly difficult for most international carriers. Since then, however, a decline
of 20-30% on transatlantic routes has forced operators to trim supply to meet
demand.
To achieve this, Icelandair has reduced winter seat availability on its internation-
al routes. However, due to the re-allocation of some seats previously set aside for
transatlantic passengers, this will be achieved without any reduction in the num-
ber of seats offered between Iceland and other countries.
In addition, a range of other measures designed to reduce operating costs has also
been put into action, including a simplification of the company’s organisation, a
reduction in sales costs through an increase in sales via the Internet, simplified in-
flight services, and a review of wage and maintenance costs and contracts with
our suppliers.
At the same time, the airline will step up its international charter activities as far as
market scope will allow, and a company dedicated to marketing these services is
currently in the process of formation.
Fresh opportunities often spring from adversity. In the months ahead, Icelandair’s
efforts will be devoted not only to preserving what we have already achieved, but
also to identifying and exploiting these opportunities as fully as possible. On
behalf of Icelandair and its employees, I would like to wish all our passengers a
very happy New Year, and every success in the future.
A T L A N T I C A 5
Sigurdur Helgason, President and CEO, Icelandair
ICELANDAIR IN-FLIGHT MAGAZINE
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New Year, New Opportunities
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