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17 May, 2006 - 13:05 By Staff Reporter

Business airline launches Luton to New York service

silverjet plc, a new long haul, business class airline, has announced it plans to launch its first flight between Luton and New York over the next six to nine months on the back of a £25.3m stockmarket fundraising.silverjet plc, a new long haul, business class airline, has announced it plans to launch its first flight between Luton and New York over the next six to nine months on the back of a £25.3m stockmarket fundraising.

The airline intends to fly between London Luton Airport and Newark Liberty International Airport – just 16 miles from midtown Manhattan – adding other destinations over time.

silverjet placed 24m ordinary shares at 112 pence, valuing it at £33.6m.

It intends to commence with a twice daily service. Its anticipated average fare for the London–New York route is £999.

The airline will target four groups of customers at each end of its routes.

These are: SMEs, which are typically concerned with value for money when booking flights; upmarket leisure customers who spend their own money on the fare, and are therefore particularly price sensitive; corporate customers attracted by savings at silverjet; and connecting passengers flying into silverjet serviced airports from other airports.

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