Under the marketing tag “Business Class … Redefined”, US-based Bliss Jet is to start regular scheduled transatlantic flights between White Plains, New York, and London Biggin Hill Airport using a Gulfstream GIVSP. The flights will be operated by US carrier Jet Access Aviation and will operate on a limited schedule aimed at the US market. The aircraft will leave White Plains on Sunday evening and return from Biggin Hill on Friday afternoon. One-way seats will be priced at $11,995 and although the aircraft seats up to 14, the number of seats actually sold will be reduced “to allow for extra passenger comfort.” David Rimmer, Bliss Jet’s President and CEO, said: “We are offering all the advantages of a private jet experience on optimally-scheduled flights that bypass the inefficiencies of business class travel.”