Silverjet's recent TV ad campaign
Silverjet says that burgeoning ex-pat links between the UK and Dubai have fuelled its decision to launch London Luton services to the Emirate from 18 November.
Dubai and the UK have traditionally enjoyed a strong relationship, but the emergence of the City State as one of the world”s tourist hot spots, as well as a solid business base, have convinced the business class only airline to set up its new operation.
”There is a huge [UK] ex-pat community in Dubai as well as a fast-growing business destination,” Silverjet CEO Lawrence Hunt, told ABTN.
”The types of people who are looking to travel to Dubai are high net-worth business travellers that we target,” he said.”
In line with its Luton policy, passengers leaving Dubai will also be able to use a dedicated Silverjet terminal, as well as take advantage of the airline”s limousine service.
The carrier says that it will become the first airline to use the 5,000 sq ft (470 sq m) executive terminal at Dubai. The airline also offers private lounges at Luton and Newark. Silverjet operates Boeing 767 aircraft offering 100 seats in a 2+2+2 configuration; with passengers able to have a 30min check-in time and a 6”3” (195cm) inclined flat bed.
On the Dubai route a Halal menu and Arabic menu will be on offer, as well as a ladies only toilet. A private chauffeur service and valet parking service is also available at both airports.
And Hunt is confident that Silverjet will be able to compete effectively on the Dubai service with legacy carriers such as British Airways (BA), given his airline”s competitive offer. ”It”s unlikely that BA will offer low-cost business-only out of Heathrow,” he said.
”They wouldn”t be able to target anywhere near us, as they would cannibalise their business. They can”t offer what we offer as a private aircraft with 350 people on-board. [their aircraft]
Silverjet reported 80% load factor in August but after doubling capacity in September, is still posting occupancy figures of 73%.
”We are negotiating for more aircraft to come next autumn to add frequency and are looking at US destinations such as Los Angeles and San Francisco, as well as Johannesburg,” added Hunt.