LOW-COST AIRLINES OFFER AFFORDABLE LAX FLIGHTS.

Byline: ART MARROQUIN

Staff Writer

Low-cost carriers are bulking up their presence at Los Angeles International Airport this week, and consumers may be able to come out ahead with low fares.

On Wednesday, low-fare carrier Virgin America will offer two daily nonstop flights from LAX to New York's John F. Kennedy International Airport, with plans to add a third Sept. 16.

The new carrier launched five daily flights between San Francisco and LAX earlier this month, and plans to offer two daily flights from LAX to Washington, D.C., on Oct. 24.

"Today marks another celebration for Virgin America, as we expand our business, adding cities and routes across the country," said Fred Reid, CEO of San Francisco-based Virgin America.

"The response to our new airline has been overwhelmingly positive, and we look forward to bringing some fun back to flying for guests in new cities in the very near future."

Today, all-business carrier MaxJet will launch trans-Atlantic service from LAX to London's Stansted Airport with introductory prices starting at $700 each way.

MaxJet, based in Washington, D.C., boasts reclining leather seats, on-demand entertainment and gourmet meals on reconfigured Boeing 767s.

Flights between LAX and Stansted will be offered four times a week -- on Mondays, Thursdays, Fridays and Sundays.

"Our high load factors are pushing us not only to expand the airline, but also to expand frequencies from existing destinations as well," said Bill Stockridge, CEO of MaxJet. "This is a strong sign that our business model (is) winning over new customers every day."

Starting Nov. 4, Southwest Airlines will add eight daily flights from San Francisco to LAX with an introductory fare of $39, executives announced Monday.

The announcement came one day after Southwest reintroduced service with 18 daily flights at San Francisco after a six-year absence. Southwest canceled service out of San Francisco in early 2001 amid high costs, flight delays and curbs on growth.

"We have said from Day One that we are at SFO to grow with our customers' demand, and the announcement of this LAX nonstop service is proof of that," said Gary Kelly, CEO of Dallas-based Southwest Airlines.

Earlier this month, Virgin America launched five daily flights from San Francisco to LAX with an introductory fare of $44 one way.

The competition between Virgin America and Southwest sets the stage for a price war along the California corridor, the likes of which haven't been seen since Pacific Southwest Airlines and AirCal went head-to-head during the 1980s, according to LAX officials.

"Consumers benefit when there's competition, particularly if it involves low-cost carriers," said Paul Haney, deputy executive director of public and community relations for Los Angeles World Airports, the city agency that operates LAX.

"The new competition we'll be seeing in the California corridor recalls an earlier time when carriers like PSA and AirCal competed intensely for passenger loyalty by offering low fares and frequent flights," he said.

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