At the back end of 2005 two new American registered and funded North Atlantic business class airlines were launched at London”s Stansted Airport: Eos and Maxjet. ABTN has reported on both and found each carrier offered real value and the possibility of proper competition to the established carriers at Heathrow (and for that matter Gatwick and Birmingham). Maxjet pitched for the executive market at one-third the business class fares, whilst Eos considered itself as a replacement of Concorde, clearly not as quick, but certainly at least equal in terms of quality and customer service.
And now we have a British challenger. ABTN was privileged to be the first publication to fly on the airline out of the UK, and we were impressed.
Silverjet uses Luton, an airport with an image problem dating back to a young Lorraine Chase (a cockney actress) who promoted the airport years ago. Until very recent times the airport was scruffy and seemingly the home of countless charter airlines, and easyJet.
All has changed. The main Luton terminal is now as good as any, the airport is Europe”s largest executive jet operation, and it has its own railway station, albeit five minutes away on a free and frequent bus service (or complimentary taxi for Silverjet patrons). A new dual carriageway is being built from the M1 but this will cause delays over the next 18 months. Make allowance for it if that is the way you are arriving. The Silverjet package does not include a chauffeur service but this is bookable on the airline”s web site as they've recently signed a contract with A1 (click here to read the full story), and valet parking is available too. For those in a real hurry a helicopter service will be available from mid-February.
The Silverjet concierge operation is opposite the main terminal. Arriving by car the scheme is to park on the private forecourt, drop off your luggage, have it tagged and checked in, and then motor across to the nearby car park. Walk back across the road and arrive at the Silverjet lounge. Here you don”t check in but are approached by a Silverjet host who will sort out your reservation. If you have not dealt with the formalities online you will be assisted. Choose your seat. The airline”s policy is to place customers in single occupancy of each pair (the airline”s 100-seat Boeing 767 is 2+2+2) until they are all gone. On a typical flight, with perhaps 80% occupancy, the feeling is that single travellers, for the most part, will be left by themselves. Yes, getting in and out of the window seat can be a bit tricky but Silverjet prices start from ”999 ($1,967), as against ”2,400 ($4,725) for British Airways out of Heathrow.
There is a generous helping of snacks, spirits, tea and coffee on offer. The whole area is wireless and has a club atmosphere. Your guests can join you. Don”t forget at this point you are still very much landside. For passengers inbound there are shower and washroom facilities.
It is early days. The area lacks a shop of any sort (we are told one is on its way) and with no duty free on the aircraft, this facility is lacking. With the arrival of a sales outlet an airside collection point, as in the United States, is proposed. For the time being a two-minute walk to the main terminal is required if you want anything.
Silverjet has, in effect, gate security. No long queues and much friendlier staff than is the norm. It is on to the Silverjet mini bus and up the steps to the aircraft. An airbridge project is being considered and is in the airport plans. The whole boarding operation has been relaxed and hassle free. That alone makes the fare terrific value.
The Silverjet Boeing looks like it has a new interior, the seats purpose-made, two tone, with a dark trim at the bottom and light at the top. Unlike the new BA Club World they look as if the will stand up to wear and tear.
Silverjet offers the largest fixed table top on any business class airline. The first aircraft is ex-TWA, with the next two coming from Thomsonfly. These will have completely bespoke cabins with some subtle improvements to the seats. They come in paired units, with completely lie flat mechanisms giving 6” 3” (1.9m) accommodation. They are extremely comfortable, complete even with a back massage. If there is any criticism it is the old one of not having enough storage space for bits and pieces. However these are the comments of an upper deck Boeing 747 traveller, used to that aircraft”s huge under-window luggage boxes.
Once on board coats are stored away and Charles Lasitte champagne and soft drinks are the order of the day. The cabin lighting is particularly impressive, no focussing lights, the electrics diffused, and a pencil beam for reading. There is a nice ambience about the Boeing 767 making it ideal for this type of operation.
Up and away. The big Boeing twin with its light load literally flies off the short Luton runway. The drinks order has already been taken and aperitifs and nuts are presented. The airline has a simple presentation card which tells you about the (very simple) seat controls, the entertainment package, details of the ground arrangements at Luton and Newark, and finally the day”s menu. Nothing sophisticated or cluttered up with unwanted adverts. This can be changed for each flight.
The Silverjet ”Silver Screen” is easily the best hand held device so far available on any airline. In fact the best place for it is the large fixed table. It is very easy to use, the 7” (18cm) screen a real joy from all angles, and the technical people have now sorted out the fast forward (and re-wind) which quickly tracks down where you want to be. There is a selection of TV and radio programmes and the film choice changes every month.
The on-board catering is excellent. A plus point is that the cabin staff take their time to serve the five course meal. No rushing around to see how quickly they can discharge their duties and settle down to read a book with the galley curtains closed. Outbound ABTN was able to sample a nice selection of canap”s, followed by king prawns or a red roasted pepper and tabboulet salad. There were three choices of main course. Lamb cutlets (generous and excellent), fillet of cod and trimmings, plus for the vegetarians a nicely presented risotto. All this was followed by cheesecake, a cheese selection, coffee and liqueurs. Proper tea was presented before landing. The wine selection has been well thought out. For those who require red it is Origini del Vino, Sangiovese Salento or La Baume Merlot; and for the white partakers Chateau Tour de Mirambeau Bordeaux and Fuzion Santa Julia Chenin Chardonnay.
The icing on the cake is the arrival at Newark (and it is much the same at Luton). The airport, now know as Liberty International, never seems to be busy at international arrivals, the staff are friendly, and once through immigration Silverjet provides a landside lounge, which replicates Luton, and is just to the right as you emerge from customs. Taxis are two steps away and the shuttle to Newark station, and fast trains to Penn, near Times Square, is just up the stairs. For the return journey it is here you go to also. The free Silverjet wireless system works but the showers or other facilities are not yet complete. The airline plans to introduce more substantial catering in order for customers to dine before take-off for those who wish to take advantage of most of the sleeping period once airborne.
Homewood bound it is very easy. A quickly served one course meal and sleep. More of course if you want. There is a sort of ”doggy bag” arrangement for breakfast, with tea, coffee and juices available, and choice of a smoked salmon and cream cheese bagel (after all you are coming in from New York), or a warm Panini. If you are not up in time there is of course the Silverjet lounge for a continental breakfast.
How does it compare to Stansted? At both airports the terminal arrangements are very good, with Luton much less of a hassle. But even Stansted, for business class passengers only, it is a revelation compared to Heathrow. Silverjet fits neatly in between Maxjet and Eos in terms of price and product. Providing all can break into the difficult US market, and gain a reputation for quality and reliability, there is no reason why they can”t all survive. Only time will tell.
