Luton’s Dart will help the airport’s image as will the the extra nonstop train per hour to and from London. 21 minutes from London and a 5 minute Dart should bring the terminal to within 30 minutes of St Pancras. And what will be additionally useful is that if you don't want to pay the premium for the faster non-stop East Midlands train, there will also be 6 trains an hour via Thameslink. Very similar to the Gatwick Express etc.