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Since its recent announcement of the London Luton to Dubai route, Silverjet has received high than expected demand for tickets. Starting on 19th November 2007, the daily route between London and Dubai will operate the same business class only seat configuration with no economy class. The airline will fly direct into the executive terminal in Dubai - making it the first scheduled service to offer private terminal facilities at both ends of the route. The premium service has already won awards at the Sunday Times Travel Awards and Esquire 2007 Awards. Advanced bookings and response from the industry have been very encouraging on both this new London to Dubai route as well as the recent second service between London Luton and Newark, USA.