A US airline offering travellers unlimited flights for a monthly subscription fee has launched in the UK.
Billing itself as the Netflix for private flights, Surf Air has launched in the UK, with its first flight today from London Luton to Ibiza.
For a monthly subscription fee, travellers can fly in executive aircraft seating up to eight passengers, as many times as they like, in a service that gives frequent fliers access to private airplanes and terminals on scheduled flights.
The California firm was founded in 2013 and serves 17 destinations from its hubs in California and Texas, with its subscription model that it says allows members "extraordinary flexibility", while freeing them from the hassle of commercial airports.
Those making numerous business and/or leisure trips can take unlimited ones with the service for a fixed monthly fee.
For those in the UK, you'll be able to sign up for membership to fly between London and other European destinations including Cannes, Geneva, Milan and Zurich, for a monthly subscription that starts from £1,750.
Flights to holiday destinations like Ibiza will be available too.
Reservations can be made from any handheld device and Surf Air is also looking to tempt the impatient passengers out there as passengers are only required to arrive 15 minutes before take off.
And Surf Air's Europe chief exec is feeling confident about its prospects.
"Our model is the future of air travel," he said.
Surf Air offers a smarter, better alternative to commercial travel.
Our streamlined service means no queues, no tickets and no stress.
We focus our efforts on making each flying experience as simple and effortless as possible. We help our community of members free their time for what matters most.