In brief...

How do you persuade business travellers to fly to the US via Iceland? We already have a significant amount of business travellers across the network, and price is key. The logic from the beginning – and it has been nice to have it confirmed – is that if you are a small or medium-size business and looking at all your expenses you can't justify $5,000 on a transatlantic fare. We see a lot of smart businesses who want value for money.

How would you sum up the low-cost market? Low-cost carriers have taken over Europe in the last ten years. They’ve been effective airlines offering great value for money. Ryanair has had incredible results – they’re so efficient. But the legacy carriers are not standing still, they’re responding by adding seats in the back of the cabin and adding more fares. It's the consumers who win.

Any observations for budding entrepreneurs? If you start a business just to make money you will probably fail. There will be a guy or girl who starts that same business out of passion and I would put my money on them any day of the week. The five biggest corporations today are all tech businesses and they’re also all run by their founders. Those founders could sell-up but they’re driven by passion and that is admirable.