Maxjet Airways has had a rocky few months, with a change of chief executives and a route cancellation, but the all-business class start-up is confident it can fight off a new wave of competitors.
Last week Maxjet's newly revamped management team was in London, promoting its product to the press. A new sale, with one-way fares that start at only £299 or $499 before taxes, and a new advertising campaign is clearly a reaction to Silverjet, which launched all-business class services in January and hosted its own reception in central London the previous week.
"We were the first ones with an all-business class product. We now have so many copycats," chief executive Bill Stockbridge said at the reception he hosted near Trafalgar Square.