London will become the first European destination served by US budget airline JetBlue.
The carrier announced it will launch daily flights from New York and Boston to London in 2021.
JetBlue president Joanna Geraghty said: "Twenty years ago, our founders had a simple formula for choosing a new market, it had to be overpriced, underserved, or both.
"London is the largest metro area JetBlue doesn't yet serve from both Boston and New York and we could not be more thrilled to be changing that in the years ahead.
"The fares being charged today by airlines on these routes, specifically on the premium end, are enough to make you blush."
The new routes will be served by Airbus A321LR single-aisle aircraft featuring a version of JetBlue's premium cabin Mint.
Ms Geraghty said: "The success Mint has had on driving down the exorbitant airfares that our competitors were charging, stimulating new demand, and forcing the entrenched carriers to up their game, is a big reason we believe London is the next natural market for JetBlue to be successful and make a positive impact on consumers."
JetBlue is "evaluating" which London airports it will use.
The airline currently operates an average of more than 1,000 flights per day to destinations in the US, Caribbean and Latin America.
