British Airways is to start flying non-stop to Austin in Texas in March 2014. This will be the first, regular transatlantic service to the US city.
BA will operate a Boeing 787 on the route, initially five times a week and then moving to daily flights later in the year.

Seats go on sale via ba.com as of today. The service will have three cabins, Club World, World Traveller Plus and World Traveller.

“We are very excited to be bringing BA to Austin,” said Sean Doyle, the recently appointed executive vice-president for the Americas.

“The route presents an important opportunity for growth across the Atlantic, particularly in the thriving technology sector.

“We know London is among the top destinations for international travel from Austin.”

The news has been welcomed by Austin’s mayor Lee Leffingwell, himself a former pilot. “Connecting two of the world’s great cities, London and Austin, through this first time, non-stop service between Austin-Bergstrom International Airport and Heathrow is sure to take our city to a new level,” he said.

Austin is considered to be the high-tech capital of the Lone Star State, with a thriving technology sector served by engineering and computer science graduates from the University of Texas. It’s also home to a highly-regarded music festival.