Icelandic LCC PLAY signs distribution deal with Sabre

Sabre Corporation has inked a multi-year distribution agreement with PLAY airlines, an Icelandic low-cost carrier that operates out of Hamilton, ON.

This strategic move comes as PLAY continues to grow its presence in key markets, including the Nordics, the U.S. and Canada.

The carrier’s low-cost model offers travellers cost-effective transatlantic travel options, with Iceland serving as a hub for both North American and European customers.

The airline currently operates a modern all-Airbus fleet, connecting passengers up to 40 destinations in 2024.

The distribution deal aligns with Sabre‘s ongoing investments in multi-source content and capabilities.

“By bringing PLAY airlines’ content into Sabre's GDS, we are enabling our agency partners to offer more value and choices to their clients,” said Alessandro Ciancimino, VP of airline distribution at Sabre, in a release. “This agreement is part of our broader strategy to expand low-cost carrier content in the Sabre travel marketplace in 2024 and beyond, helping agencies seamlessly access the diverse travel options their customers demand.”

PLAY grows network out of Hamilton

PLAY airlines continues to expand its route network out of John C. Munro Hamilton International Airport. Recently, the carrier announced a new service to Faro, Portugal, via Iceland, starting April 12, 2025.

PLAY operates from its hub at Keflavik Airport in Iceland, offering passengers the option to prolong their layover into a multi-day stopover for no additional cost for up to 10 days for those who want to visit Iceland before continuing their trip across the Atlantic.

“Partnering with Sabre is a significant milestone for us as we expand our footprint in the North American and European markets. Sabre’s strong agency network in these regions will play a crucial role in driving sales and enhancing our visibility to new audiences,” said PLAY’s CEO Einar Örn Ólafsson in a statement.

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