Summary
- Virgin Atlantic is suspending flights between London Heathrow and Austin, Texas as a result of 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 specializing in high-demand routes and expanding services in other areas, akin to the Caribbean and Miami.
The UK-based Virgin Atlantic is suspending flights between its hub at London Heathrow and Austin, Texas, from January 2024. The airline only began flying to Austin in May 2022. Nevertheless, 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 2 cities on May 25, 2023. It was the airline’s first recent route in the US since 2017. On the time, the airline stated that Austin was chosen since it was considered one of the fastest-growing cities within the US, particularly specializing in tech businesses.
With large tech corporations, akin to Amazon, Meta, and Dell, organising 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 4 times weekly service operated by its Boeing 787-9 Dreamliner, with a plan to start day by day service on the route.
Photo: Fasttailwind | Shutterstock
Currently, the airline operates 3 times weekly service between the 2 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’s time for the airline to maneuver on. The company demand has not completely recovered after the pandemic-induced hiatus.
The Chief Industrial Officer of Virgin Atlantic, Juha Jarvinen, cherishes the chance to service Austin and having to suspend services by saying,
“We’ve adored flying our customers to Austin and experiencing this excellent city of music and culture, but demand within the Tech sector will not be set to enhance within the near term, with corporate demand at 70% of 2019 levels. Due to this fact, sadly we made the tough decision to withdraw services. We’d wish to thank everyone in Austin; our customers, teams, partners and the authorities for his or her support over the past 18 months.”
Photo: Tom Boon | Easy Flying
Virgin will operate its last service on the route on January 7, 2024. Customers who’re booked beyond the January date might be contacted by Virgin Atlantic customer support teams to supply other options. Booked customers will even be eligible for a full refund in the event that they want 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 within the Caribbean. During its twenty fifth 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 can be increasing its frequency between London and Miami and on the seasonal path to Dubai.
What are your thoughts on the termination of Virgin Atlantic services between London and Austin? Have you ever traveled on this route with Virgin? Share your experience with us within the comments section.