Virgin Atlantic is suspending flights between London Heathrow and Austin, Texas, due to a decrease in demand on the route. The carrier launched the service in May 2022, hoping to capitalize on the growing technology industry in Austin. The airline’s last flight between the cities will depart on Jan. 7, 2024.

Juha Jarvinen, chief commercial officer, said in a statement that the airline “adored” flying its customers to Austin to experience the city’s music and culture. But he added that demand for business travel in the tech sector is not set to improve in the near term; corporate demand, he said, remains at 70% of 2019 levels.

Pointing to “robust customer demand” for premium leisure travel, Virgin Atlantic is adding capacity between London Heathrow and Miami to twice daily from 11 flights per week for the summer 2024 season. The London-Austin service began with four-times-weekly service, with plans to make it daily. Most recently, it has operated three times weekly.

Customers booked beyond the January date will be contacted by Virgin Atlantic to offer other options. Booked customers will also be eligible for a full refund if that is their choice.