US Travel Slowdown Drives Norse Atlantic Airways’ Shift, Cutting Routes and Expanding Services to Thailand from Sweden, Norway, and UK

Sunday, July 6, 2025

The US travel slowdown has prompted Norse Atlantic Airways to shift its focus for the upcoming winter season, resulting in the airline cutting several US routes while expanding its services to Thailand. In response to changing market conditions and growing demand for Southeast Asian travel, Norse is launching new direct routes from Sweden, Norway, and the UK to Thailand. This strategic realignment allows the airline to capitalize on the strong tourism and business potential of Thailand while optimizing its network for greater profitability, as it reduces its presence in the increasingly competitive US market.

Norse Atlantic Airways Shifts Focus to Southeast Asia, Scaling Back US Operations This Winter

Norse Atlantic Airways, the low-cost, long-haul carrier based in Oslo, is realigning its strategy for the upcoming winter season. After a period of strong connections with the North American market, the airline will now pivot towards popular Southeast Asian destinations, launching new routes between Europe and Thailand. However, this shift comes with a downside, as the Norwegian airline plans to suspend operations on three US routes, significantly reducing its presence in North America for the winter months.

End of Three US Routes

According to reports from Ishrion Aviation, Norse Atlantic will discontinue three US routes that have been part of its transatlantic network. These routes encompass flights from London Gatwick (LGW) to Las Vegas (LAS), Oslo Gardermoen (OSL) to Miami International (MIA), and Berlin Brandenburg (BER) to Miami (MIA). While the routes have operated for some time, performance data and competition appear to have influenced the decision to cut these services.

The London Gatwick to Las Vegas route, for instance, was not as profitable as hoped. Despite operating twice weekly with a Boeing 787-9, data suggests that load factors were notably low. This trend was most pronounced during specific periods, coinciding with the airline’s decision to launch a new route to Bangkok. The Berlin and Oslo to Miami routes, on the other hand, will no longer be served by any airline other than Norse Atlantic, as no other carriers currently operate direct flights on these routes.

Interestingly, this isn’t the first time Norse has made adjustments to its US network. Last year, the airline operated all three of these routes during the winter season. For comparison, the London to Las Vegas route was flown 14 times in December 2024, while the Oslo to Miami route was served just four times. This kind of reconfiguration is a strategic decision aimed at refining the airline’s network for better profitability and future growth.

A Focus on Thailand: New Routes to Southeast Asia

In response to the reduction of US routes, Norse Atlantic Airways is strategically redirecting its focus to Southeast Asia, with a particular emphasis on Thailand, a rapidly growing tourism powerhouse. This bold move signals the airline’s commitment to tapping into one of the region’s most dynamic travel markets. The airline will launch five new routes from various European cities to Thailand, providing fresh opportunities for both leisure and business travelers.

The airline has confirmed that it will operate new services from Stockholm to both Bangkok and Phuket. These routes will begin on October 22, 2025, and December 4, 2025, respectively. Additionally, Norse Atlantic will connect London Gatwick to Bangkok starting October 26, 2025, and from Oslo to Phuket starting December 8, 2025. Furthermore, a new route between Manchester and Bangkok will also launch on November 26, 2025, marking the first-ever direct connection between Manchester and Thailand’s capital.

These new services come as part of a broader effort to capitalize on the rapidly growing demand for travel to Thailand, particularly to destinations like Bangkok and Phuket. Industry reports indicate that more than 100,000 passengers annually travel between Manchester and Bangkok through connecting flights, with an additional 100,000 opting for nearby airports to reach their destination. By offering a direct connection, Norse Atlantic is tapping into a market that has long been underserved, potentially gaining significant market share in the region.

Here is a summary of the new routes and launch details:

These new services represent a significant move towards serving one of the largest unmet long-haul markets in Europe. With increasing demand for travel to Thailand, Norse Atlantic is positioning itself to capture a larger share of the market.

Expanding the Fleet for Future Growth

As Norse Atlantic Airways moves towards expanding its services in Southeast Asia, the airline is also focusing on enhancing its fleet to meet the growing demand for international travel. The carrier currently operates eight Boeing 787-9 Dreamliners, which are known for their fuel efficiency and long-haul capabilities. These aircraft, with an average age of 7.1 years, are configured in a two-class layout, with 56 seats in premium economy and 282 in economy class.

In addition to its current fleet, Norse Atlantic has plans to expand further, with an additional Boeing 787-9 expected for delivery in the near future. The airline had previously operated Boeing 787-8s but has since returned them to their lessors as part of a strategic decision to streamline its operations and focus solely on the more efficient Boeing 787-9s.

The Boeing 787-9, with its extended range and reduced fuel consumption, is ideal for Norse’s long-haul network, including the newly planned routes to Thailand. This modern fleet is designed to support the airline’s ambitions in both Southeast Asia and North America, ensuring that Norse Atlantic can continue to offer affordable and sustainable long-haul travel options.

Looking Ahead: Strategic Adjustments in a Competitive Market

Norse Atlantic’s decision to trim its US network while expanding into Southeast Asia reflects a broader trend in the airline industry: the need to adapt quickly to changing demand and competitive pressures. The airline’s ability to shift focus from one market to another with such agility highlights its capacity to remain flexible in a rapidly evolving global aviation landscape.

While the reduction of US routes may disappoint some passengers, the new services to Thailand are likely to generate significant interest. Thailand remains one of the most sought-after tourist destinations in the world, and by positioning itself as a key player in connecting Europe to Thailand, Norse Atlantic is positioning itself for continued growth in the long-haul, low-cost sector.

The US travel slowdown has led Norse Atlantic Airways to cut several US routes while expanding services to Thailand from Sweden, Norway, and the UK. This shift is driven by increasing demand for Southeast Asian travel and the airline’s strategic focus on profitable, underserved markets.

Ultimately, this winter will see Norse Atlantic Airways undergoing a major transition, shifting from its traditional North American routes to capitalize on the rising demand for travel to Southeast Asia. With a renewed focus on Thailand and a more streamlined fleet, the airline is setting itself up for a successful 2025 and beyond. As competition in the long-haul budget airline sector intensifies, Norse’s strategic decisions will be key in determining its place in the market.

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