Play is a low-cost airline based in Iceland, which began its operations focusing on providing affordable air travel with an emphasis on simplicity and efficiency. The airline was established following the bankruptcy of WOW Air, aiming to fill the void left by its predecessor and capitalize on the increasing demand for budget travel options. Play leverages Iceland's strategic location between North America and Europe to offer transatlantic flights, intending to capture a niche market of cost-conscious travelers who do not wish to compromise on safety or comfort. The airline's business model emphasizes minimizing operational costs to keep ticket prices competitive, targeting not only tourism but also catering to the needs of those traveling for business or personal reasons who seek practical and economical options. Play's fleet is designed to offer reliability and operational efficiency, reflecting the airline's commitment to sustainability and reduced environmental impact. The selection of aircraft is tailored to optimize fuel efficiency, which not only decreases operating costs but also aligns with the global aviation industry's goals to lower carbon emissions. This focus on sustainability extends across all operations of the airline, including efforts to streamline processes and reduce waste. The choice of aircraft also supports the airline's operational goals of maintaining high safety standards while enhancing passenger comfort, ensuring that travelers have a pleasant experience without extravagant luxuries, aligning perfectly with the expectations of its target market. The services provided by Play are structured to prioritize convenience and efficiency, catering to the needs of modern travelers. Their business strategy involves direct booking through digital platforms, encouraging self-service to reduce overheads and pass these savings onto the customers. The airline offers basic services with additional options available for a fee, allowing passengers to customize their travel experience according to their preferences and budget. This à la carte approach to services not only meets the varied needs of travelers but also avoids the one-size-fits-all trap that many traditional carriers fall into. By focusing on core services and offering add-ons, Play ensures that it remains a competitive player in the increasingly crowded field of low-cost carriers, appealing to both spontaneous budget travelers and planned economy seekers.