US-based startup Bliss Jet is launching a scheduled service between New York and London from 8 January, on the Part 135 of New York operator White Cloud Charter. The service will use G450s and G550s and will run from La Guardia to London Stansted, initially on Sunday evening with a return leg on the Friday. Flights will be sold at $12,000 per seat each way.

CEO David Rimmer believes that the market is robust for travellers seeking a swifter solution to transatlantic airlines. “My first business trip from New York to London was when I was in my early twenties,” he tells EBAN. “I flew in business class and got hooked on the idea of there being a better way than economy. Over the years what has evolved is that the ultimate alternative to the airlines is private aviation, but the hurdle has always been the cost.

“For a round trip, you are going to be paying between $100,000 and $150,000 to charter your own aircraft. Even for people of great means, that is a lot of money. It dissuades not only the charter customers that fly within Europe and the UK and who fly privately in the US, but also aircraft owners who say that it is more than they can justify.”

Rimmer flew on Concorde when it was operational, and saw that as the 'ultimate' service. He is looking to make Bliss Jet the new ultimate after MaxJet, Silverjet and EOS all went out of business in recent years with comparable business models. “These companies fell short because the airlines are not very good at delivering high end service. This is the first time that a company is going to give you a private jet experience for the cost of first class.”

Several factors came into play in deciding aircraft type: “One of the most important considerations was the operator. We were focused on operators of very high quality with very good reputations for providing safety and service. We narrowed down the number of operators that we were interested in working with and looked at their fleets for suitable aircraft and suitable configurations. The Gulfstreams are just the launch aircraft. We expect to announce soon other aircraft in the programme, including late model Falcons and Bombardier products as well.”

He continues: “It was important for us to focus on aircraft that can unquestionably do the trip with no range challenges, and we were looking for younger aircraft too. It narrowed down our search somewhat to later model Gulfstreams, and nothing short of a heavy jet. There are an increasing number of super mids that might be able to do the trip, but we don't think that is what customers are looking for. If they are choosing between a B747 and a business aircraft, space and comfort are important factors.”

As Bliss Jet does not hold its own AOC it will be partnering with operators. The first to come onboard is White Cloud Charter, and Rimmer reveals that talks are under way with a number of European AOC holders, several in the greater London area. “We want to master the New York to Stansted route first,” he explains.

“We are looking at other routes and have been approached by other cities to consider a service. But London to New York is unique in terms of market size. There are 28 flights a day in each direction on an average day, and there are more than 800,000 first and business class seats a year in the market. Because a lot of it relies on business, the fares are also healthy. We are going to look at increasing frequencies and at different and larger aircraft types. We are also going to look at leisure markets as we move forward on a seasonal basis, and at additional city pairs too.”

Shortening door-to-door journey times is the selling point for the Bliss Jet model, and Rimmer has seen increasing delays come into play with airline flights. He identified La Guardia as the most convenient airport to serve New York, and Stansted emerged 'head-and-shoulders' above the other London airport contenders.

“Kennedy and Newark are inconvenient to most people,” he says. “Almost anyone going to Kennedy has to drive in the vicinity of La Guardia to get there. The airlines want you to check in at least two hours before flight time, there are lines for security, and the walk from security clearance to the gate can be almost a mile at both ends. Added to this is the delay passing through customs when you arrive at either end, not to mention baggage claim delays and takeoff delays. At Kennedy you might be behind a dozen or more aircraft at 8pm on a Sunday night. We have reduced it to a 30-minute check-in and the FBO at La Guardia is very close to the runway so the taxi time is very short. Sunday nights are quiet at La Guardia.

“At Stansted the taxi distance is equally short and we have our own dedicated lounge there. Security clearance is straightforward and then it is just a few steps to the aircraft. We are going to compress and eliminate all the delays experienced with the airlines.”

Flights will be handled by SheltAir FBO at La Guardia and by Inflite Jet Centre at Stansted.