We are being offered more choice than ever before on long-haul flights. But where will it end, asks Tom Otley.

Long-haul low cost is here to stay, although not in the way you might imagine. The advent of Norwegian’s long-haul transatlantic flights from the UK in 2014 shook up the aviation industry, and whether Norwegian continues to be independent or is bought by an operator such as IAG, the effect is clear – long-haul low cost is, well, here for the long haul.

Norwegian attracts passengers because of its low fares. It can offer such low prices because it has adopted the low-cost carrier (LCC) model for long haul….