Silverjet takes to the skies

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LONDON, England (CNN) -- Business class only airline Silverjet began operating between London and New York Thursday, billing itself as the world's first carbon neutral airline in a bid to differentiate itself in an increasingly crowded market.

Silverjet is starting operations with a one flight per day service between London's Luton airport and Newark in New York. It plans to launch a second daily flight in July.

The airline joins Maxjet and Eos, which both fly between London's Stansted and New York's JFK, in targeting business and high-end flyers.

Eos has 48 seats that recline into flat beds on Boeing 757, which normally carries 180 passengers, while Maxjet, which has 102 seats, all with double the normal legroom, on its Boeing 767.

All three are hoping to challenge the pre-eminence of established trans-Atlantic carriers such as British Airways, Virgin Atlantic, Continental Airlines and United Airlines by offering luxury services.

However, analysts have warned that the new airlines face an uphill battle to take customers away from the big carriers because of their inflexible flight schedules, a lack of incentives such as frequent flyer miles and their reliance on the more marginal London airports.

Silverjet hope to attract both business travelers and those who might normally fly in premium economy class with competitive fares. Return tickets start at $1,927 (£999) with promotional flights from $1,573 (£799) return.

There is also the attraction of thirty-minute check-in times at a dedicated terminal and onboard services including wireless Internet and plasma TV screens. Each Silverjet aircraft has 100 business class flat beds, with individual food service, personal in-flight entertainment systems and a separate ladies toilet.

It is also playing the green card, highlighting the mandatory offset contribution included in its ticket prices.

"For too long, long-haul airline travel has been associated with hassle, disappointment and environmental damage," said Chief Executive Lawrence Hunt, who founded the company in 2004.

"We've spent the past three years talking to customers and feel confident that Silverjet addresses their biggest concerns."

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