Virgin Atlantic is raising its game on its London Heathrow-New York John F. Kennedy route with the addition from 28 October of a fourth daily flight.
This takes the airline's New York flight frequencies to six daily, including its existing two flights to Newark. Virgin Atlantic will operate either an Airbus A330 or A340 on the new flight.
The airline's chief executive Steve Ridgway said the carrier has a "very, very strong suite of products" to "give British Airways a run for its money on the New York route".
Ridgway was speaking at the unveiling of Virgin Atlantic's new upper class product on its new A330-300, which entered service on 21 April.
The new upper class cabin features what the carrier says is the longest lie-flat bed in business class and the longest bar on board at 2.7m long.
The enhanced London-New York service will be boosted by a new London-Mumbai service to complement its Delhi flights, also commencing with the new winter schedule on 28 October.
Ridgway is enthusiastic about the India connection, as London is both a key destination and a natural transition point to New York, Los Angeles and other Virgin Atlantic North America destinations for travellers from that booming economy.
He further underscored Virgin Atlantic's comfortable position as a key player at Heathrow by noting that while Virgin Atlantic has just 3% of the slots at the airport, it commands 60% of the early morning arrivals.