The parent of seat-only operator Kiss Flights has signed an exclusive deal to run Viking Airlines’ new direct-sell website.

Viking Airlines, part-owned by former XL Leisure Group boss Phil Wyatt, has licensed Flight Options to use the domain name for two years to
sell a proportion of its stock.

The deal allows the airline to market itself as providing 100% financial protection for consumers, as compulsory scheduled airline failure insurance (Safi) is sold with every booking.

Wyatt, who has a 50% stake in Viking Airlines through his firm Black Pearl Investments, said the airline was looking to spread distribution rather than rely on independent operators and agents.

He said: “We’re making a small number of seats available on a non-committed basis to consumers. We are not becoming the next”

The site, which launched this week, also sells car parking and access to airport lounges.

Flight Options managing director Gary Ash said: “We already work closely with Viking Airlines as it is a main supplier for Kiss Flights, so this was a great opportunity for us.”

Ash said he would consider branching out to hotels or bed banks in future once

Atol responsibilities had been clarified by the Department for Transport review. “We would consider having a few website links to hotel companies but it would depend on the Civil Aviation Authority,” said Ash.

“There has been a loss of confidence since the volcanic ash disruption. Once the confidence returns we will begin marketing activities. The fact that customers have 100% Safi protection will be a huge selling point.”