Can BA’s new London to New York service really fly?

The middle of a recession might not seem the best time to launch a new £4,000-plus-per-ticket air service between London and New York - but British Airways is doing just that. As from tomorrow, Canary Wharf bankers and film stars wanting to avoid the hassle of Heathrow will be able to fly to New York from London City Airport.

It will be the first time the Docklands airstrip has been used for anything other than short-haul domestic and European flights. But there is a catch: because the runway is short, the A318 aircraft BA is using for the route will not be able to take off with a full fuel load. So they will need to land almost immediately at Shannon airport in Ireland for refuelling.

BA plans to make a virtue out of necessity by having passengers pre-clear US Customs and Immigration during the Shannon stopover. So the 45-minute delay in Ireland should be offset by the speedy zip through JFL at the other end. (On the return journey, the flight will be direct.) "It's going to be the next best thing to the Concorde experience," aviation consultant John Strickland told the Sunday Telegraph.

In a nod to the late lamented supersonic service, the new route will use the BA0001 flight number made famous by Concorde.

The BA service is launched less than 18 months after the last attempt at a business-only service between London and New York collapsed. That was run by Silverjet out of Stansted and was popular with business executives and Hollywood actors alike - but not popular enough.

According to London City Airport's chief executive Richard Gooding, the demise of Silverjet was down to low brand recognition and lack of back-up. "Whatever criticisms you might hear of BA," he said, "they still have the most powerful aviation brand."