Wow Air’s $99 Fare Sale Is a Lesson in Low-Cost Pricing and Pitfalls

Wow Air, Iceland's second biggest carrier, announced new routes from the U.S. to Paris and Amsterdam last week, launching an unprecedented fare sale in stride. As advertised, the airline offered $99 fares from Baltimore and Boston to Paris and Amsterdam -- including tax -- but not far beneath the surface laid a nest of fees and inconveniences ready to pounce. As a result, the few good fares were great for only a small minority of passengers. For everyone else, they were just another chapter of Wow Air marketing. Like most low-cost carriers (LCCs),