Summary
- Virgin Atlantic is suspending flights between London Heathrow and Austin, Texas due to a decrease in demand on the route.
- The airline had launched the route in May 2022, aiming to capitalize on the growing tech industry in Austin.
- Virgin Atlantic is focusing on high-demand routes and expanding services in other areas, such as the Caribbean and Miami.
The United Kingdom-based Virgin Atlantic is suspending flights between its hub at London Heathrow (LHR) and Austin, Texas (AUS) from January 2024. The airline only began flying to Austin in May 2022. However, the decrease in demand on the route forced Virgin Atlantic to suspend the route altogether. The airline has recently replaced its low-demand long-haul routes with high-load factor routes.
London to Austin route
Virgin Atlantic launched the route between the two cities on May 25, 2023. It was the airline’s first new route in the United States since 2017. At the time, the airline stated that Austin was selected because it was one of the fastest-growing cities in the US, particularly focusing on tech businesses.
With large tech companies, such as Amazon, Meta, and Dell, setting up hubs in Austin, the airline aimed to capitalize on the business travel opportunity on the transatlantic route. The ticket price on the route, when launched, was 20% higher on average than other US routes operated by the airline. Virgin Atlantic Began four times weekly service operated by its Boeing 787-9 Dreamliner, with a plan to begin daily service on the route.
Photo: Fasttailwind | Shutterstock
Currently, the airline operates three times weekly service between the two cities. The ten hours 45 minutes flight operates on Wednesdays, Fridays, and Sundays, using the 787-9 aircraft. Nearly 18 months into the operations to Austin, it is time for the airline to move on. The corporate demand has not completely recovered after the pandemic-induced hiatus.
The Chief Commercial Officer of Virgin Atlantic, Juha Jarvinen, cherishes the opportunity to service Austin and having to suspend services by saying,
“We’ve adored flying our customers to Austin and experiencing this wonderful city of music and culture, but demand in the Tech sector is not set to improve in the near term, with corporate demand at 70% of 2019 levels. Therefore, sadly we made the tough decision to withdraw services. We’d like to thank everyone in Austin; our customers, teams, partners and the authorities for their support over the past 18 months.”
Photo: Tom Boon | Simple Flying
Virgin will operate its last service on the route on January 7, 2024. Customers who are booked beyond the January date will be contacted by Virgin Atlantic customer service teams to offer other options. Booked customers will also be eligible for a full refund if they wish to.
Expansion in other areas
Virgin Atlantic is expanding its services to other existing networks. Earlier this month the airline announced its plan to expand in the Caribbean. During its 25th anniversary of flying to Barbados, the airline wishes to make Barbados a regional hub for inter-island expansion.
The airline has increased frequency on the route from 11 weekly flights to 14 weekly flights. The airline is also increasing its frequency between London and Miami and on the seasonal route to Dubai.
What are your thoughts on the termination of Virgin Atlantic services between London and Austin? Have you traveled on this route with Virgin? Share your experience with us in the comments section.
