JetBlue has confirmed plans to launch multiple daily flights from New York and Boston to London in 2021.
It is promising to drive down fares and force entrenched carriers to ‘up their game’ with the new services.
JetBlue said it is evaluating which London airports it will serve but said the routes will be operated by Airbus A321LR single-aisle aircraft.
"Twenty years ago, our founders had a simple formula for choosing a new market – it had to be overpriced, underserved, or both," said Joanna Geraghty, president and chief operating officer, JetBlue.
"London is the largest metro area JetBlue doesn’t yet serve from both Boston and New York, and we could not be more thrilled to be changing that in the years ahead.
"The fares being charged today by airlines on these routes, specifically on the premium end, are enough to make you blush."
It said European growth was the ‘natural step’ in JetBlue’s focus city expansion strategy, with London being the largest destination not served by JetBlue from both New York and Boston.
"The big airlines will tell you that competition has never been more robust, but the smaller airlines have never found it harder to get access," said Geraghty.
"It’s time for regulators here in the US and across Europe to create conditions where smaller carriers and new entrants can thrive, instead of letting the giant airlines get even bigger through joint ventures.
"Given a chance to compete, JetBlue can have a tremendous effect on lowering fares and stimulating traffic."
