Southwest, JetBlue match Virgin America

SAN FRANCISCO, July 21 (UPI) -- Two U.S. airlines known for their discount fares responded to the birth of Virgin America by cutting prices.

Virgin America, a relative of the British trans-Atlantic carrier Virgin Atlantic, began selling tickets Thursday for travel beginning Aug. 8. The airline is offering its promotional fares through November for travel through the beginning of 2008, the San Francisco Chronicle reported.

"We're keeping a close eye on them," Southwest spokesman Chris Mainz, told the newspaper. "We will compete very vigorously. I think you'll find we'll continue to be the low-fare leader."

Southwest matched Virgin Atlantic's $44 fare between San Francisco and Los Angeles. JetBlue matched the $139 fare between San Francisco and Kennedy International Airport in New York.

Virgin America also offers first-class fares on those routes, which Southwest and JetBlue do not.