Let us assume, for a moment, that airlines are ridiculous but not outright stupid. That might be a stretch, but presumably they go in to any particular course of action with something resembling a plan. Which makes Norwegian’s use of the Hi Fly A380 this week incredibly baffling.
New planes, new inflight services and additional frequencies are all part of Norwegian’s plan to grow in London, seeking to siphon off the premium customers from British Airways, Virgin Atlantic and others. But the carrier faces an uphill battle. Can it succeed?