Business class only airline Silverjet took off today, offering passengers a London to New York service with a check-in time of just 30 minutes.

The fledgling airline, founded by serial entrepreneur Lawrence Hunt, flies from its own exclusive terminal at London Luton Airport, which it claims is the world's first private terminal for a commercial passenger airline.

The terminal boasts a luggage concierge service instead of a check-in, as well as free wireless internet access, plasma screen televisions and drinks.

The group is running just one flight a day to New York's Newark airport, but plans are in the pipeline for a second daily flight to launch in July.

Return fares start at £999, with promotional flights from £799 return, significantly undercutting existing business class fares.

The airline is also hoping to offer a greener alternative to flying by introducing a mandatory carbon contribution within its fares to offset total emissions.

Mr Hunt, Silverjet chief executive, said: "For too long, long-haul airline travel has been associated with hassle, disappointment and environmental damage.

"We've spent the past three years talking to customers and feel confident that Silverjet addresses their biggest concerns."

Each Silverjet aircraft will have 100 business class flat beds, with individual food service, one crew member for every passenger, personal in-flight entertainment systems and a separate ladies toilet.

There is also a free passenger pick-up from London Luton Parkway station.

The airline was founded in 2004 and floated on London's junior AIM stock market in May last year. Silverjet is Mr Hunt's sixth start-up business venture in 13 years.

He has been involved with firms including Database Management Sciences, sold to IBM in 1993, Rapid Travel Solutions, bought by Telewest Communications in 2003 and lowcosttravelgroup.com, of which Mr Hunt is a non-executive director.