A Californian firm dubbed the Netflix of private jets has launched a service in London, featuring a new direct route to Ibiza.

SurfAir offers travellers unlimited private flights for a monthly fee, starting at  £1,750.

The first flight, from Luton to the Spanish party isle, took off on Friday, and travellers are able to fly to a number of European destinations including Geneva, Milan and Zurich.

CAST YOUR VOTE IN OUR SEARCH FOR THE UK'S TOP TECH 1STS

SurfAir Europe, the sister company to Californian-based SurfAir, is headquartered in London from where it will base its operations and is headed up by European chief Simon Talling-Smith.

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.”

“The US company was founded back in 2013 and currently services 17 destinations from its California and Texas hubs, with subscribers able to book themselves onto a flight from their smartphone.”