London Luton-based Silverjet, which currently offers the Mezzo turnkey IFE service on the Boeing 767s it operates to New York, is planning to open a route to Dubai on November 18.

Paris Orly-based L’Avion offers digEcor’s digEplayer XT on the Boeing 757-200 that it operates to New York Newark. It plans to add a Saturday flight from December 22 and to introduce a second aircraft early in the new year.

Silverjet says its decision was based on the rapid growth in traffic between the UK and Dubai as a result of increased tourism and business activity. “There’s a huge UK expat community in Dubai, and it’s also a fast-growing business destination for the British,” says CEO Lawrence Hunt. “The people looking to go to Dubai tend to be the high-net-worth business travellers that we target.”

Silverjet says it will be the first airline to use Dubai’s 5,000 sq ft (470 sq m) executive terminal, where it will offer a private lounge similar to those at Luton and Newark. Aboard the 767 that will fly the route passengers aircraft will find 100 inclined flat-bed seats in a 2+2+2 configuration and a ladies-only toilet. A private chauffeur service and valet parking will be available at both ends of the line.
 
“We are negotiating for more aircraft to add frequency from next autumn,” says Hunt. “And we are looking at US destinations such as Los Angeles and San Francisco, as well as Johannesburg.”