Aer Lingus is set to launch a new service between Dublin and Las Vegas Photo: Reuters/Cathal McNaughton

Aer Lingus is planning to launch a new direct service between Dublin and the City of Sin, Las Vegas, next winter.

The airline is initially planning it as a seasonal service, but chief executive Stephen Kavanagh said it could be extended depending on how it performs.

The new route to the party town will operate two to three times a week.

While it will be welcomed by Irish holidaymakers, Aer Lingus is hoping its appeal will reach a wider audience. The airline plans on using Dublin Airport's position as a transatlantic hub to lure passengers to the service from the UK and Europe.

"We are working to build a business case to operate a seasonal service to Las Vegas," Mr Kavanagh told the Irish Independent.

Aer Lingus, which is part of the International Airlines Group (IAG) that also owns British Airways, generates the majority of its transatlantic traffic during the summer months.

Last year, it carried a total of 1.7 million transatlantic passengers.

Irish Independent