London : 17th September 2007 British business-class airline Silverjet today announced it will begin flying from London to Dubai from November this year - the first business class only airline to launch a non transatlantic service and the first commercial carrier in the world to offer a private terminal experience at both ends of a route.

Silverjet has chosen Dubai above several other short-listed destinations for its second international route in light of its status as one of the world’s fastest developing commercial centres and its buoyant business relationship with the UK. Britain is Dubai’s leading in-bound market in Europe attracting almost three quarters of a million UK visitors last year - more than ten per cent of the total global market to the emirate. Annual exports to the UAE from Britain have reached almost £6 billion, an increase of 100 per cent year on year and with economic growth and liberalisation set to further accelerate the level of British investment, Silverjet has been left in no doubt about the demand for this new service.

Lawrence Hunt, Silverjet CEO, said: “Dubai has attracted large levels of investment and development over recent years to become a globally acclaimed destination for both business and leisure travellers alike. With premium air traffic to the emirate growing at 20 per cent year-on- year, this new route represents an exciting opportunity for Silverjet. We are delighted to be able to offer passengers a private jet experience to one of the world’s leading global destinations from just £1,099 return.”

Silverjet will be the first and only commercial airline in the world to use the 5,000 square foot Executive Terminal at Dubai International Airport (DXB) for customer arrivals and departures. As with the airline’s private terminal at London Luton (LTN), passengers can enjoy dedicated security and a 30 minute check-in; whilst on board, 100 premium 6’3” flat beds, a ‘sleeper service’ for overnight flights, specially designed menus and a separate ladies loo provide a superior business class experience. As to be expected from this innovative airline, travellers can check-in via the web, choose their seat online and pre-order a range of made-to-order meals. A private chauffeur service and valet parking service is also available at both airports.

Dubai continues to invest in its infrastructure and international relationships to attract business from the UK. The recently introduced pro-business government policies and zero taxation on profits and income make it one of the most liberal regulatory environments in the region. This is fuelling enormous growth and development in the area and Dubai’s office space is now expanding faster than almost anywhere else in the world.

Hunt added: “Dubai has become an international business city of global significance; Ernst & Young, Big Yellow and Newby Teas are just a few of the British businesses that have already established very successful operations in Dubai and it continues to attract a growing numbers of British organisations. In addition to large corporations, small and medium sized businesses, such as those in the construction, hospitality and design industries, are increasingly looking east to take advantage of the emirates wide choice of business options. We are looking forward to becoming the airline of choice for those executives travelling to and from the UK.”

Silverjet aircraft operating on the LTN – DXB route will offer a specially tailored service including a Halal menu, Arabic menus, Qibla service and ladies only loo to meet the needs of customers from the United Arab Emirates. All Silverjet cabin crew, who are handpicked from hospitality and service industries, receive guidance in cultural awareness as part of the airlines extensive customer service training procedures.

Hunt added: “Launching a new route less than a year after our first flight took off from London Luton airport is a huge achievement for Silverjet. Today’s announcement sees the airline become the first business class only carrier to offer a non transatlantic service and will further strengthen our exclusive business class credentials. Record passenger numbers reported in August is testament to a service offering that has revolutionised business class air travel. With a letter of intent secured on two additional aircraft and several other routes under consideration, we look forward to continuing to expand our operation.”

The airline will take bookings from today, with the first flight on sale for the 18th November. Prices start at £1,099 return including taxes and a saver fare of £999 including taxes will be available for flights departing between November 18th and December 18th 2007. A daily flight will depart London Luton Airport at 21:00 and arrive in Dubai at 08:30. Return flights depart Dubai at 10.30 and arrive London Luton at 14.45. A connecting flight to New York Newark departs London Luton Airport at 16.45.

Press and Media enquiries should be directed to:

Mr Peter Miller
Director Marketing - SKYTRAX
Email :  miller@airlinequality.com