EASTERN Airways was today due to launch the first flights linking Southampton to the Scottish Highlands.
The newly crowned European Regional Airline of the Year has added an Inverness leg to its weekday service from Southampton International Airport to Leeds Bradford.
It will slash the journey time for the current 12-hour drive.
Eastern Airways already flies from Southampton to Newcastle, Aberdeen, the Isle of Man and added Brussels last November.
Graeme Ross, Eastern Airways' director in Scotland, said: "Our new Highland link is great news for business and leisure travellers from the south coast of England as they will significantly save time compared to other transport options.
"The service will benefit those travelling to and from the financial institutions and industrial heartland in Hampshire, as well as the M3 corridor.
"Tourists taking short breaks and activity holidays in the stunning mountainous Highland region will also be able to take advantage of our fast link."
Flights will leave Southampton at 8.35am arriving in Inverness at 11.40am.
Return services leave Inverness at 12.15pm and land in Southampton at 3.20pm.
Return web fares start from £99 including taxes, fees and charges.
Southampton Airport spokesman Jan Halliday said: "We're delighted to see the Highlands added to the growing number of destinations offered here at Southampton."
Eastern Airways started operating out of Southampton in 2003.It now has 81 outgoing flights a week and a crew of 12 based at the city airport.
The airline says its business at Southampton has grown 30 per cent since October last year.
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