Wizz Air resumes popular flights ahead of schedule

Wizz Air, the prominent Hungarian low-cost airline, has recently found itself in the headlines for both positive developments and a public relations setback. The company’s plans to resume flights to Israel’s Ben Gurion Airport have been widely welcomed, while its advertising practices have come under scrutiny following a ban by the UK’s Advertising Standards Authority (ASA).

Resuming flights to Israel amid easing tensions

According to Times of Israel, following a ceasefire between Israel and Hezbollah, Wizz Air has announced the gradual resumption of its flights to Israel, a move signalling cautious optimism for the region’s aviation sector. The airline will restart operations on 20 December, with four weekly flights connecting Tel Aviv and Larnaca. Wizz Air has also revealed plans to reinstate additional routes starting 15 January 2025, with further updates expected closer to the date.

Photo: depositphotos.com

The decision marks a significant turnaround after the airline suspended all flights to and from Israel in October due to the intensifying conflict. In contrast to Wizz Air’s proactive measures, several major airlines, including Lufthansa, Virgin Atlantic, and LOT Polish Airlines, have deferred their Israeli operations into 2025, citing continued security concerns.

Wizz Air has sweetened its return to the Israeli market by offering the first 1,000 tickets for the Tel Aviv-Larnaca route at a promotional price of EUR 50 per one-way ticket. However, the airline remains cautious, closely monitoring the region’s geopolitical landscape before fully restoring its Israeli network.

Wizz Air ad banned over ‘green’ claim

While the airline’s return to Israel has garnered positive attention, Wizz has also faced backlash for its environmental claims in advertising. The UK’s ASA recently banned a Wizz Air advertisement that described the airline as “one of the greenest choices in air travel”, BTN Europe reports. The regulator ruled the claim as misleading, citing insufficient evidence and a lack of clarity on the basis for comparison.

The advert, which appeared in a Google campaign on 9 June 2024, did not include detailed information to support its assertion. The ASA stated that the wording could mislead consumers into believing that Wizz Air had one of the lowest environmental impacts among airlines operating in the UK.

In response, Wizz Air defended its commitment to reducing aviation’s carbon footprint, highlighting investments in alternative fuels and its operation of Europe’s youngest and most carbon-efficient fleet, with an average aircraft age of 4.3 years. The airline also pointed to its 52 grams of CO2 emissions per revenue passenger kilometre as evidence of its environmental efforts. However, this data was omitted from the advert, leading to the ASA’s decision to ban the campaign.

Wizz met by dual challenges

The recent developments highlight the dual challenges Wizz Air faces: capitalising on opportunities for growth while addressing public expectations around transparency and sustainability. As it rebuilds its presence in Israel, the airline must also ensure future advertising aligns with regulatory standards to avoid further reputational damage.

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