Long time lurker first time poster on this forum.
I think there is a lot of demand for US flights from BHX. I maybe go to the US 5 or 6 times per year a lot of times in J and I've got a strong preference to flying from BHX over elsewhere. I've flown on this flight, back when it started last year and on the United one, however most cases I end up flying to the US from LHR. I'm sure there a plenty of pax in the West Mids who fly more often than me.
The fact that this flight is on an older single aisle aircraft isn't really a problem but the old cabins, no IFE, no lie flats is. This is a 10 year old product that wasn't particularly good when it was new, now it's tatty and old and not very appealing. The plastics on the interior look discoloured and old, at least on the United flight the interiors have been refreshed. I'm sure there are plenty of business class passengers flying from LHR who were not aware of this flight but I'm not so sure that many would have been that impressed if they bought a seat on this vs what they would have got at LHR.
As others have pointed out part of the problem with this flight is it's a very similar offer to the existing United flight, aside from the inferior cabin, but it shares many of the problems with that flight;
Mainly the times aren't very good and the frequency isn't good either:
They leave quite early in the morning. I'm not sure of the exact times now but typically they have been 7-9am. This requires quite an early get up which isn't welcome when you have a long day ahead of you. When you get to the US it's often too early to check in to your hotel. I'd much prefer to arrive in the late afternoon check, have a sleep and be ready for work the next day.
On the way back it's the same, the flight leaves too early in the afternoon, for a 6 hour flight leaving at 4 or 5pm is not great for getting any sleep on the plane. It also requires you to give up on an afternoon's work in US vs a London flight where you could leave NYC in the evening if you wanted.
I realise part of this timing is due to connections etc but it's not always great from a passenger perspective and there is no choice.
To make things worse neither airline offers a daily flight. For some of the journeys I could have had to NYC this would have meant an extra 2 nights in NYC due to the flight leaving too early and there not being a flight the following day.
It's not great for connections either as if you miss your flight you could be waiting a long time for another.
The flights I have taken over the past year have been to destinations further into the US than NYC; Seattle, San Diego and Miami. Obviously there is an advantage of getting a direct flight here time wise but that's not the be all and end all. Part of the problem with these US connections is once you hit NYC you then have to transfer to an even worse domestic flight, often more crowded, poorer product than the international leg changing at NYC for these destinations could give you a domestic leg as long as your international leg. For that reason if I am flying business I want to get the longest international leg as possible to enjoy the better product, so I might be just as likely to go to AMS and get a connection there as fly through NYC, however the extra time to do this does make it a very even choice with LHR.
Going forward maybe this does clear this route up for Delta to have a go with, and they do have better product on their 757s and a bigger hub at JFK, however they do seem to be pushing MAN now as the other option out of LHR.
Norwegian I'm not keen on as they don't have a proper business class nor any connections in the US so I think if the come to BHX they are just going to make it less attractive for a full service airline try to get a foothold.
Personally I don't think Oneworld are that interested, as IAG would probably now prefer BHX passengers who don't want to go to LHR to transit through DUB on Aer Lingus instead.
I would say United are in the best position to increase or improve their service by adding more frequencies or maybe another service. I had to drive to LHR I wouldn't be getting on a United flight so their best chance of winning my business from BA or Virgin would to be offer another direct route or more frequencies from BHX.
Perhaps there is also now some scope for Air Canada giving further Star Alliance connections?
