The founder of Easyjet launches a cheap bus service between Luton Airport and Hendon, north London, on Monday.
Stelios Haji-Ioannou's Easybus offers 19 services a day, with one way fares starting at £1, according to demand.
The first Easybus route began on 19 August between Milton Keynes and Hendon. More destinations along the M1 corridor are set to follow.
Rival company National Express has matched Easybus fares on its Milton Keynes route with its 'funfares' offer.
"In the past year on the London to Milton Keynes route, customers have been able to get pound fares and we do that to make sure we fill up coaches," a National Express spokeswoman said.