VIRGIN Atlantic’s new Heathrow-Shanghai service is slowly building up traffic and promises to be a success if China supports it.
Initially flights will be twice weekly, but Virgin expects to increase frequency in 2000 and in subsequent years.
This optimism has come after a long fight to be the only UK carrier offering non-stop flights to the booming Chinese city.
Virgin fought a bitter battle with old rival British Airways to get on the route, with the Civil Aviation Authority having to hold a special hearing to take evidence from the two airlines.
The CAA eventually went for Virgin in the interests of competition to China as BA already serves the Chinese capital, Beijing.
Virgin uses British Midland to feed passengers on to the Shanghai service from UK regional airports and from continental Europe.
While Virgin offers the only direct flights to China’s economic capital, there are other options for getting to Shanghai from the UK.
Cathay Pacific has non-stop Heathrow or Manchester flights to Hong Kong and then connections to China with partner Dragonair or China Eastern Airlines.
BA also offers Shanghai flights, but with connections through Brussels, Munich or Hong Kong. Sabena offers connections over Brussels.
BA does, however, serve Beijing directly with four weekly flights from Heathrow. To Hong Kong, BA has double-daily flights from Heathrow.
Air China offers a thrice-weekly service, also from Heathrow.
Cathay Pacific serves Hong Kong’s Chek Lap Kok hub with double-daily flights from Heathrow and a daily Manchester flight. Virgin has daily service to Hong Kong from Heathrow. Most major European carriers also offer flights to Hong Kong from their respective hubs.