British Airways’ parent is launching a new airline intended to give the trans-Atlantic discounters a run for their—or rather the passengers’—money. It’s called Level, and will launch with fares just over $100.
Initially it will be run by Spanish discounter Vueling, one of the International Air Group’s other brands, and will fly at first only from Barcelona. Whether you think of it as British Air light or long-distance Vueling, it’s entering a crowded field, competing against Norwegian and Wow, among others.
Level will start with two new A330s, configured with 314 seats, 21 of them in a premium economy section. And that’s part of Level’s difference from the others.
Like them, it will charge for seat choice, food and drink, baggage and more; unlike them it will sell tickets at 5 different levels, offering different combinations of food, baggage and extra legroom, in a fairly complicated chart. At the high end, fares resemble discount economy on other airlines.
Level will start flying in June, initially with flights to Los Angeles, Oakland, Buenos Aires and Punta Cana.
