American carrier United Airlines has launched a brand new direct service from the UK to the US city of Denver, Colorado.
This follows six years of planning by the airline and has been made possible by the open skies agreement, which liberalised the rules for international aviation.
Up to this point, British Airways was the only airline operating a direct service from the UK to Denver.
Denver is one of United Airlines' largest US airport hubs, alongside Los Angeles, San Francisco and Washington DC.
Regular non-stop flights from London Heathrow to Denver commenced on the March 31st.
Marcel Fuchs, United Airlines director of European sales, said on the inaugural flight of the service that it had been hard for the airline not to be able to fly into a "key hub".
Mr Fuchs expressed excitement at bringing the service on-line and that "there will be strong leisure demand and not just from the UK".
United Airlines hope that passengers will use the service as a route to travel onwards to rest of Colorado and beyond.
"Denver is a great destination, but a valuable hub too. We have more than 300 connections from there," added Mr Fuchs.
Denver provides easy access to Phoenix, Salt Lake City and Portland, along with the gambling and leisure facilities of Las Vegas.
Equally, a $268 million expansion of the Colorado convention centre in 2003, including 7,000 delegate seating capacity, is expected to increase demand for the flight service.