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A Virgin plane - Source: Supplied
Virgin Australia is to stop operating its Brisbane-Hamilton route because of a lack of demand.
Formerly known as Pacific Blue, Virgin Australia will stop offering the service after October 27 this year.
The Brisbane-Hamilton service has been available since 2009, and currently flies the route three times a week.
Virgin Australia NZ's executive general manager said the service is no longer sustainable.
"Despite our support and our positive relationship with Hamilton Airport over the past three years, demand for this service has continued to deteriorate," Mark Pitt said.
Hamilton Airport chief executive Chris Doak said Virgin Australia's decision is disappointing for the region.
"Virgin Australia has supported the region with their aircraft and has worked hard to connect with the local traveller. This was a decision that came down to passenger numbers. There just weren't enough people using the services," he said.
However Hamilton Airport is confident it will continue to run profitably.