Interview with Magnus Thome Maursund
As Chief Commercial Officer, what are your main responsibilities and areas of expertise
in your day-to-day role?
My background in the industry is primarily from the revenue management and network side, where I have worked in various roles within Norwegian since 2007".
Norwegian began operations in 2002 as a low-cost airline. Since then, how has the company evolved and positioned itself within the European aviation market?
"Norwegian started its low-cost operation on domestic routes in Norway before expanding to international routes. Following the initial launch came a period of growth where we entered the other Nordic markets, and eventually into pan-European operations.
The company went through financial reconstruction during the pandemic and came out as a new company without long-haul operations and with a clear Nordic footprint. In 2023, Norwegian bought the regional airline Widerøe, based in Norway, and have since expanded again following a 50 aircraft order with Boeing for new 737-MAX8 aircraft. Still within Europe and closely adjacent countries".
Which airports in Norway do you operate from, and how many domestic destinations are currently served?
"Norwegian operates from 17 airports in Norway (Aalesund, Alta, Andenes, Bardufoss, Bergen, Bodø, Evenes, Haugesund, Kirkenes, Kristiansand, Lakselv, Longyearbyen, Molde, Oslo, Stavanger, Torp/Sandefjord, Tromsø and Trondheim). Norwegian currently operates 20 domestic routes in Norway".
Which countries are connected through your network, and how many international destinations do you reach?
"Norwegian serves 108 unique international destinations in 36 countries from the Nordic countries".
From which Italian airports does Norwegian operate? Are there any new routes planned for 2025?
"Norwegian serves 12 airports in Italy from the Nordics. No new routes currently planned to/from Italy in 2025".
What aircraft types make up Norwegian’s current fleet, and what onboard services do you offer passengers? Could you explain the reasoning behind the choice to feature iconic heroes on your aircraft livery?
"Norwegian currently operates 90 Boeing aircraft, both 737-800 and next generation 737-MAX8.
We also offer WIFI for purchase where available, and Norwegian was one of the first airlines in Europe to offer this service to our customers.
Tail fin heroes
When Norwegian's first Boeing 737-300 took off in 2002, the company challenged a well- established and long-standing monopoly in the Nordic aviation industry. It was therefore a natural decision for us to decorate the tail fins of our aircraft with the portraits of people who have broken boundaries, challenged norms and inspired others.
Today, we fly to key destinations in Europe and the inspiration for our tail fin heroes come from across the continent, with a special focus on the Nordics".
Norwegian has always shown strong commitment to sustainability. What specific initiatives are you implementing to reduce your CO2 emissions?
"Norwegian aims to achieve a 45 percent reduction in CO2 emissions per passenger kilometre (RPK) by 2030 compared to 2010 levels.
We plan to achieve this through a combination of fleet renewal, increased use of sustainable aviation fuel, operational efficiency improvements, and by promoting better travel choices to our customers. In 2024, Norwegian was named among the top three airlines globally by advocacy group Transport & Environment for its commitment to furthering the sustainable aviation fuel industry".
Is the company integrating new technologies and artificial intelligence to improve operational efficiency and enhance the passenger experience?
"We have invested in a new data platform to ensure usage of data and AI in our operation. Some real-world cases for use are AI driven projects to reduce fuel burn and more efficient flight planning, and use of de-icing fluid, both of which support our sustainability strategy.
When it comes to passenger experience, we are utilizing AI to better support our customers, both through our chat bot and by supporting our customer care agents with AI tools".
What additional onboard services do you offer to improve passenger comfort and satisfaction?
"With regards to our inflight offering, Norwegian offers “buy on board” service but also pre-order meal products on our flights. Our service concept is tailored to the length of the flight where the longer flights have a broader onboard offering than the shorter flights have".
What are Norwegian’s main strategic objectives in the near future? In your view, how will the European airline market evolve in the coming years?
"Our main strategic objective is to become Europe’s most loved and trusted airline. While we still have growth ambitions, our main goal in the near future is to continue to optimise our route network, with a fleet approximately the same size as the current. We are also in the middle of a fleet renewal and are upgrading most of our 737-800 into the more efficient and sustainable 737- MAX8.
On the European airline market as a whole, I believe we will keep seeing most, if not all, airlines continue to focus on efficiency across their operations. The demand right now is quite strong, and we anticipate that this will continue in the coming years".
Interview by Angela Trivigno
Avion Tourism Magazine
