Unbelievable! A Third Entry in the NY-London, All-Biz Class Market

Can the NYC-London market handle a third competitor in the all-business class-only airline category?  Investors in London think so, as Silverjet launches this Thursday, Jan. 25, linking Newark airport with London's Luton airport.  With six-foot, three-inch, lie-flat seats, Silverjet is hoping to get a piece of the action that eos and Maxjet have been wooing now for more than a year.

Silverjet's tickets begin at about $1,800 round trip, or half that for a one-way ticket.  The airline flies Boeing 767s that are normally outfitted with 300 seats; with the all-biz class configuration, there are only 100 seats (and none of them middle seats).  There are five lavatories on board as well as expanded luggage lockers and hanging closets.  Other perks: You only have to check in a half hour before your flight.  And if you want to sleep until landing in London, the airline will give you your breakfast to go.

It's worth noting that the legacy carriers on this highly-competitive route, such as British Airways and American Airlines, have had to offer all kinds of business class special fares to hold on to passengers.  After all, if you can do NY-London round trip for slightly less than $2,000 (after taxes and fees are added), why pay twice or three times that?