Silverjet has upped the ante in the business-class airline stakes, by announcing details of its private terminal at London Luton airport.
The British airline – which will be competing with US rivals Eos and Maxjet on the London-New York route from January 25 next year – has eschewed the normal check-in process in favour of a private jet-style offering. Passengers will be greeted at arrival by a concierge, with whom they can leave their baggage, before being shown to the “Silver Lounge” where a member of staff will complete seat side check-in.
The airline says passengers will be able to arrive at the terminal just 30 minutes before departure, but for those arriving earlier the Silver Lounge will have facilities including a drinks and snack bar, showers, internet access, televisions and a library. Silverjet will also offer a complimentary rail transfer service to the terminal for those passengers arriving by train, as well as valet parking – passengers looking for a chauffeur-driven car to the airport can register this request when making their booking, although there will be an as-yet unspecified charge for this service.
Says Lawrence Hunt, CEO for Silverjet: “We’ve created an integrated, seamless, truly fast track experience which is calming, relaxing and purges all the stresses of boarding the aircraft.”
Silverjet is offering initial lead-in fares of £799 for those travelling before March 31, 2007 and, as an incentive to book tickets as Christmas gifts, any flight purchased before December 19 will include a limited edition silver-plated ticket. The airline is also currently running weekly draws on its website until the week of the launch, offering the chance to win two return flights for anyone who registers for the carrier’s monthly newsletter.
One thing Silverjet doesn’t seem to be interested in though is loyalty programnes – unlike Eos and Maxjet a spokesperson says the airline has no plans to introduce a frequent flyer scheme for its passengers.
Passengers should also note that as Silverjet flights form part of a scheduled service, a spokesperson for Luton Airport has confirmed that passengers will be subject to the same restrictions regarding liquids carried in hand luggage as those using the main terminal.
Report by Mark Caswell