Zoom Airlines has largely been flying under the radar screen of the big transatlantic carriers for the past couple of months, since it began its attempt to bring its own brand of low fares to the crowded London-New York market.

The latest upstart to seek to carve out a living in this lucrative but highly competitive route launched its initial once-a-day service between London Gatwick and New York JFK in June with relatively little fanfare, but it has big ambitions.