Case Study: Icelandair achieves 90% faster promotions and streamlined content workflows with Contentstack

Icelandair Leverages Headless CMS Powerful Integrations and Microservices

Icelandair, the largest Iceland-based airline, needed a modern CMS to support personalization and omnichannel content delivery after years on VYRE Unify and dotCMS. dotCMS proved unfit for their modular content approach—batch publishing took 30–40 minutes, there were no webhooks, hotfixes caused system-wide malfunctions, and editors couldn’t preview or work safely across locales—so after evaluating 15 options they selected Contentstack headless CMS.

Contentstack migrated Icelandair in three weeks and delivered enterprise features, APIs, integrations and automation that simplified workflows and translation management for 12 languages and 16 locales directly inside the CMS. The Contentstack implementation enabled automation and better role management for 20+ editors and developers, cut promotion push times by over 90%, delivered 70% faster translation turnaround, and achieved an 82% reduction in backlog issues week‑over‑week, allowing Icelandair to scale omnichannel publishing reliably.

Icelandair

Hallur Þór Halldórsson

UX Writer and Content Designer