JetBlue to London on August 11

I'm very curious to see how this develops, especially if they are able to get/hold the LHR slots to create a meaningful presence.

JetBlue's introduction of a well-priced, flat-bed business product on major transcon routes drove down competitors' fares, and they're poised to do the same with this market.

JetBlue already has the slots. Twenty eight weekly at both Heathrow and Gatwick.

But are those slots permanent or temporary?

I'd also have to question the value of 28 slots, which means 14 round trips. B6 seems intent on dividing those between JFK and BOS, so only offering 1x departure a day in markets where frequency has given the established players their hold on the market.

Also, outstations are expensive for airlines. Fewer than 300 pax a day doesn't give them much space to spread those fixed costs.

New York to London/London to New York is the busiest trans-Atlantic route.

The big boys in the past didn't worry about start ups because they were discount airlines and didn't cut into their profitable business and first class markets.

But JetBlue has a business class and is pricing it, at least for now, much cheaper than the others. So, it could mean lower upper class prices across the board.

BTW, JetBlue will operate from terminal 2 at Heathrow.

Frank II - IAG definitely did worry about the low-cost startups—they launched a whole new airline brand to compete in the space while not devaluing the BA brand.