Virgin America has announced launching new service to Portland, Oregon, after 5 June, the carrier's 18th destination in North America since 2007.
The low-cost carrier will launch twice-daily service from Los Angeles International and a daily flight from San Francisco International airports, the carrier announced.
Virgin America David Cush explains that the West Coast to Portland market "generally has higher fares than similar flights to Seattle and the reason is competition".
The airline adds that it has "frequently" seen fares drop up to 30% as it enters new markets.
It will test that proposition against a mix of legacy and low-fare competition already serving Portland from San Francisco and Los Angeles, according to Innovata schedules available on Flightglobal Pro.
Flying to Los Angeles from Portland, Southwest Airlines operates three daily frequencies with a Boeing 737-700. The route also is served by SkyWest operating regional turboprops and jets, as well as three frequencies by United Airlines with an Airbus A319.
The San Francisco route has less diverse competition. United operates A319s and Boeing 757s on 17 weekly flights from Portland, Innovata data shows.
"We are thrilled to offer Portland travellers a different choice in an industry often characterised by monotony," Cush says.