New business flyers' airline Silverjet launched its seven-day-a-week transatlantic service with an unexpectedly low-key departure from Luton airport today, Thursday.

A spokesman revealed that there would be no media presence and no celebrity passengers either. He said: 'It's only paying passengers and some friends and family of the management."

A similar approach was being adopted at the Liberty International airport, formerly Newark airport, in New Jersey.

There was no flamboyant reception planned there for Silverjet's distinctively-branded Boeing 767-200.
The intention was to show from the outset that Silverjet was operating as a properly functioning scheduled airline, said the spokesman.

Asked whether Silverjet had opted for a quiet launch because business bookings were low, he said only that "ticket sales are comfortably ahead of management expectations".

Silverjet's Boeings are designed to carry just 100 passengers in a space usually filled by up to 300.

Passengers pay from £999 return for a seat that can be be turned into a 75ins flat bed – along with luxury cabin service.

The airline says its standard fare has been pitched at two-thirds of that charged by market rivals such as American Airlines, British Airways and Virgin Atlan-tic. Silverjet in-flight services include made-to-order meals, entertainment screens, noise reduction procedures and a ladies-only bathroom.

This is supported by a ground service offering private chauffeur and helicopter transfers.

The airline selected Luton airport as its base because it deals with fewer passengers than Heath-row, Gatwick and Stansted and business flyers can expect to avoid crowd delays. Silverjet also opened its own terminal to speed arrivals and departures.

This is the first such transatlantic service of its kind.