British Airways has announced it is to launch a business class-only service from London City Airport to New York JFK despite the company's massive drop in profits.
The airline last month announced a pre-tax loss of £401m for the year ended 31 March 2009.
British Airways chief executive Willie Walsh cited reduced passenger and cargo demand and high fuel prices last summer as key reasons for the loss.
The new service, which launches on 29 September, will go on sale tomorrow.
The route will use converted 32-seat Airbus A318s, the largest aircraft that can be flown from the Docklands airport. The flight from London includes a brief refuelling stop at Shannon, Ireland, but return flights from New York will be non-stop, BA said.
Walsh said: "In the harshest trading environment airlines have experienced, we believe it is more important than ever to embrace the future and innovate. Every aspect of this service has been designed to maximise convenience for customers to fly between the world's two biggest business centres."
Key benefits BA's new service:
- Check in just 15 minutes before departure
- Dedicated departure gate with ‘lounge' facilities
- Customs and immigration clearance at Shannon, Ireland, saving time on arrival at JFK airport
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