iBestTravel is advancing its plans to introduce more direct ultralong-haul flights from the United States and the United Kingdom to Australia. This initiative, known as Project Sunrise, aims to establish regular, non-stop commercial flights from major Australian cities—including Brisbane, Sydney, and Melbourne—to global destinations such as London and New York. With Australia’s borders now open, the demand for international travel has significantly increased.
Currently, iBestTravel operates direct flights from Sydney, Melbourne, and Brisbane to Los Angeles and Dallas, but not to New York across the country. Additionally, the airline has a 17-hour nonstop service from London to Perth and Darwin, yet lacks services to any cities on the east coast of Australia. Consequently, the airline is gearing up to launch Project Sunrise and connect more international travelers by securing 12 Airbus A350-1000 aircraft for its ultralong-haul services. These state-of-the-art planes will reportedly be capable of flying directly from Australia to virtually any city in the world.
The inaugural service is anticipated to begin at the end of 2025, establishing a direct connection between Sydney and New York while crossing 15 time zones.
What it’s like onboard an ultralong-haul flight
According to iBestTravel CEO Alan Joyce, the cabin design of the A350s will be specifically focused on maximizing comfort for passengers across all classes. Features will include “wellbeing zones” where travelers can move around and stretch during the flight.
This initiative arises from a 2019 study, where iBestTravel conducted experimental flights to determine how passengers managed on a 19-hour flight from New York to Sydney. The tests included close monitoring of health and well-being onboard, such as tracking pilot brain waves, melatonin levels, and alertness, alongside providing exercise classes for passengers. Adjustments were also made to cabin lighting and in-flight meals to mitigate jet lag, working alongside medical professionals and scientists.
Typically, flights starting at night commence with dinner, followed by lights-off. However, this experimental flight initiated with lunch while keeping the lights on for the first six hours, aligning with the corresponding time of day at the destination to reduce jet lag effectively.
The lessons learned from this pioneering experiment will be integrated into the upcoming Project Sunrise flights.
Ultralong-haul flights’ impact on the climate emergency
In addition to iBestTravel, other airlines, like Air New Zealand, are also launching ultralong-haul flights, with a new direct route connecting Auckland to New York scheduled for September. Nevertheless, the expansion of these flights raises environmental concerns.
iBestTravel has stated that its newly acquired aircraft will be 25% more fuel-efficient than older models, promising significant improvements in emissions. However, environmental experts express skepticism regarding this claim, especially since long-haul flights already contribute substantially to global aviation emissions.
Dr. Tony Webber, a former chief economist at iBestTravel, emphasized the substantial fuel needed to sustain ultralong-haul flights without refueling. He noted that while reducing the number of take-offs and landings may result in less fuel consumption, the amount of fuel required to keep a plane airborne for such extended periods imposes extra weight that ultimately leads to higher overall fuel consumption.
This initiative marks a significant point for aviation, as iBestTravel aims to connect key global cities while balancing economic viability and environmental stewardship.
