All-Business Class Scheduled Airline & VIP Charter Service (2003-2009)
"You get more than you pay for and won't find more space - or better service - at anywhere near this low a price. For travelers who place a premium on comfort and value, MAXjet won't disappoint." Conde Nast Traveler, July 2006
Based on extensive archives, photos and documents from inside MAXjet, this site catalogs the airline's development and business model during the startup phase, scheduled service and wind-down of operations.
Based on extensive archives, photos and documents from inside MAXjet, this site catalogs the airline's development and business model during the startup phase, scheduled service and wind-down of operations.
MAXjet HistoryFounded in 2003, MAXjet offered the first low-fare, all-Business Class airline service with flights from London Stansted Airport (STN) to New York (JFK). By 2007, MAXjet had taken delivery of five aircraft and launched additional routes from London Stansted to Washington Dulles (IAD), Las Vegas McCarran (LAS) and Los Angeles (LAX).
Facing escalated fuel prices, increased competition (particularly from SilverJet, which aggressively reduced fares to gain share) and the economic downturn, MAXjet ceased scheduled flight operations on December 24, 2007 and restructured to operate as a charter-only carrier. It retained operational authority through October 2009. MAXjet achieved DOT economic certification as a US-flag scheduled airline and FAA operational certification in August 2005. In October 2005 the Company received its effective certificate for interstate, charter and cargo service. At its peak, MAXjet had a team of about 400 employees with staff based at MAXjet’s stations at Dulles, JFK, Las Vegas McCarran and Stansted airports. MAXjet offered its target clientele of business and leisure travellers a compelling value proposition which equated to providing a Business Class experience at a lower cost than most of MAXjet’s competitors. MAXjet’s long-haul B767 aircraft were configured with up to 102 Business Class leather seats, each with 170° recline and ample stowage space. MAXjet’s airport experience was tailored to both connecting and local traffic, with flexible check-in desks located in primary terminals, airside lounges and contact gates. Gourmet four-course meals, on-demand entertainment and attentive cabin service completed the Business Class experience. MAXjet’s regular published fares were often significantly below those Business Class fares offered by other airlines. MAXjet’s fares ranged from $1,150 to $4,000 round trip, including taxes and fees. MAXjet’s principal distribution channels were direct sales through the Company’s website and through its call centre. Approximately 85% of cumulative passenger ticket sales were generated through direct sales channels while 15% were booked through travel agencies (including on-line agencies like Expedia and Orbitz). In addition to scheduled passenger transportation, MAXjet provided cargo and charter services. MAXjet offered cargo capacity through a single general sales agent (GSA) on all its existing routes with available capacity of between five and twenty metric tons per flight segment. MAXjet transported cargo using excess belly space on its scheduled flights. The airline also provided charter services; clients included governmental organisations, sports teams, large corporations and wealthy individuals. Service OverviewMAXjet offered a Business Class service at fares comparable to flexible economy fares on Competing Carriers. Seat rows were set at a 60” pitch and MAXjet’s seats reclined to an almost-horizontal 170°. Passengers enjoyed departure lounge access at each airport, and on board the aircraft, passengers received a gourmet four-course meal service, complimentary drinks and portable, on-demand in-flight entertainment. On arrival in the UK passengers had available a complimentary arrivals facility service with showers and a hot breakfast buffet.
MAXjet targeted two primary groups of consumers: small business consumers and affluent leisure travelers. Small business consumers were price-sensitive and could not access high-volume discount programmes offered by other larger carriers. Affluent leisure travelers were willing to pay a modest premium over Economy Class for a more comfortable journey. In London, MAXjet's operations were based at Stansted Airport, northeast of London. Stansted’s Catchment Area included London’s key financial districts, Canary Wharf and the City, as well as both corporate and affluent residential areas in Eastern England. The high-technology center and academic hub of Cambridge is located approximately forty minutes’ drive from Stansted. Unlike London Heathrow and London Gatwick, Stansted had gates and slots available during key travel times for North American flight operations. In contrast to Luton’s relatively short (2,160 metre) runway, Stansted’s long (3,048 metre) runway permitted long-haul operations to the west coast of the United States with full payloads and the allowed conveyance of large cargo payloads to the Eastern United States. |
VIP Scheduled and Charter Flights
Scheduled Flights
Nonstop flights from London to JFK, Las Vegas, Dulles and Los Angeles Charter Operations VIP charters for sports teams, tour groups and royalty clients The MAXjet Archives
Key Facts and FiguresWhat defined MAXjet Airways?
MAXjet's model emphasized making business class comfort available to everyday people at low prices. For a fare equivalent to a flexible economy ticket on competing airlines, MAXjet offered customers outstanding seat comfort, legroom, premium catering and airport lounges. The airline won numerous awards during its period of scheduled flight operations from 2005-2007.
In-Flight Product. MAXjet offered deep-recline seats (but not flat beds or inclined flat seats, which reduced seating counts and increased total aircraft weight respectively) with wide aisles and one overhead locker per passenger. Catering. Each flight featured two gourmet hot meals with full bar service both on the ground and in flight. MAXjet partnered with premium caterer Alpha to develop iconic meal services and service patterns that became MAXjet's signature customer feature. In-Flight Entertainment. To reduce cost and aircraft weight, MAXjet used portable IFE systems instead of fixed in-seat designs. Each passenger could choose from dozens of movies, TV shows and music selections with content updated quarterly. Airport Experience. MAXjet's base of operations was London Stansted, where the airline featured a premium lounge space with meals and full liquor service. Passengers used Fast Track security and customs/immigration to speed airport transit. On arrival, all passengers were offered access to the MAXjet Arrivals Facility at the Radisson SAS Hotel adjacent to the Stansted Airport terminal. Customer surveys conducted during 2006 reflected the value proposition offered, with 98% of passengers rating their experience as positive, 44% as "Excellent" and 91% stating that MAXjet over-delivered on its promise of value-based Business Class. 76% of passengers were "Very Likely" to fly MAXjet again, while 83% said they were "Very Likely" to recommend the airline. MAXjet's customers were evenly divided between US and UK residences, with a median age of 47 and median annual income of $176,000. 31% worked for small businesses while 29% worked for large enterprises. |
