Strategy and structure
The heart of Icelandair Group’s business model is the international route network and the unique geographical location of Iceland which serves as a connecting hub between Europe and North America, creating sustainable value for the Company's shareholders and other stakeholders.
During 2020, Icelandair Group’s strategy was further aligned to the Company’s increased focus on its core business, aviation. Furthermore, the strategic importance of Iceland as the Company's hub was reinforced. The vision of bringing the spirit of Iceland to the world and the mission of offering smooth and enjoyable journeys to, from, via and within Iceland – our hub and home, are supported by four strategic initiatives. These are: Sustaining a culture of teamwork and high performance, becoming the most customer-focused airline in our markets, achieving excellence in all operations and operating an agile and sustainable network.