CityLink will permit travel on later coaches if the flight is late arriving.
There are only two companies providing coach travel from Luton Airport to London (NatExp and Green Line). At Stansted Airport there are two coach companies, PLUS a direct train service.
There's three companies at Luton Airport at the moment isn't there? In addition to National Express and Green Line, easyBus operate a service with their own vehicles from Bus Stop 9 outside the terminal to Liverpool Street. They use minibuses admittedly, but they are still very much competition for the others as they do sell walk-up tickets and have a desk inside the terminal.
I'm not so familiar with Stansted but the airport does have 67% more passengers annually than Luton. With the volume of budget travellers coming in on Ryanair and easyJet wanting to reach Central London, there could well be a market for four operators.
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