With an eye on "ensuring sustainable growth", Icelandair Group has said it is realigning its organisational structure by splitting its commercial division into customer- and revenue-focused divisions while also creating a digital and data division, it outlined in a statement on November 23.

The new customer division "will foster a strong customer-centric focus" and bolster the Icelandair brand, and the revenue unit will combine the functions of network, revenue management, and sales in a single division. The digital unit will be tasked with pushing the Icelandair (FI, Reykjavik Keflavik) parent's "digital and data journey" to a central position within the company, facilitating any necessary data-driven decision making.

Icelandair Group has initiated recruitment for both a chief customer officer and a chief digital officer, but a chief revenue officer has already been appointed. He is Tómas Ingason, who has been head of information as well as business development since rejoining Icelandair in 2019. Before that, he was chief commercial officer at WOW air (WW, Reykjavik Keflavik) from 2018 to 2019 and its business development chief for seven months in 2014. WOW air ceased operations on March 28, 2019, before being declared bankrupt. Among other jobs, he was director for revenue management and pricing at Icelandair from 2006 to 2010.

The group had announced on October 8 that Birna Ósk Einarsdóttir had "decided to step down" as its chief commercial officer but would continue in her role over the ensuing months to "assist with the handover of projects as needed."

Icelandair Group also took the opportunity in its latest statement of saying that its Loftleidir Icelandic (Reykjavik Keflavik) leasing unit and Icelandair Cargo "continue to be vital in supplementing the company's core business of aviation, by seizing opportunities on the international air freight and leasing markets and by reducing seasonal fluctuations."

According to Group CEO Bogi Nils Bogason, "We live in a changed world as we continue on the path to recovery from the global pandemic and where the importance to ensure a sustainable future is paramount. With a clear vision and strategy supported by a focused organisational structure, Icelandair is well equipped to adapt to this new reality."