Silverjet, a new U.K.-based transatlantic all-business-class carrier, today announced plans for its inaugural flight on its flagship Newark-Luton route to take to the skies on Jan. 25.
Silverjet is mimicking the model established last year by MaxJet and Eos by offering an all-premium inflight product at costs that undercut established players, the carrier said
(BTN, Aug. 14).
Silverjet CEO Lawrence Hunt earlier this year told
BTN that the carrier planned to launch twice-daily service on 100-seat Boeing 767s between Newark International Airport and Luton Airport, which is about 30 miles outside London. Silverjet said fares are available for bookings, with a roundtrips starting at $1,798.
Hunt earlier this year said he expects the carrier to grow with demand on its flagship route and expand to other markets. "We think there's enough capacity in the market for three- or four-times-a-day service between London and New York, so we'll grow that as quickly as the demand allows us to," Hunt said. Silverjet is looking to grow to 10 aircraft in three years on four different routes, two of which will be out of North America.
The carrier said it would embark on a sales strategy to court New York-area business and leisure travelers who seek premium services—including flat beds, an entertainment system with movies, games and television shows, lounge access on both sides of the Atlantic and "gourmet meals" that passengers must order prior to the flight.