A Californian firm dubbed the Netflix of private jets has launched a service in London, featuring a new direct route to Ibiza.
SurfAir offers travellers unlimited private flights for a monthly fee, starting at聽 拢1,750.
The first flight, from Luton to the Spanish party isle, took off on Friday, and travellers are able to fly to a number of European destinations including Geneva, Milan and Zurich.
SurfAir Europe, the sister company to Californian-based SurfAir, is headquartered in London from where it will base its operations and is headed up by European chief Simon Talling-Smith.
He said: 鈥淪urf Air offers a smarter, better alternative to commercial travel.
鈥淥ur streamlined service means no queues, no tickets and no stress.
鈥淲e focus our efforts on making each flying experience as simple and effortless as possible.
鈥淲e help our community of members free their time for what matters most.鈥�
鈥淭he US company was founded back in 2013 and currently services 17 destinations from its California and Texas hubs, with subscribers able to book themselves onto a flight from their smartphone.鈥�