Continental Airlines, the world's sixth largest airline, said yesterday it will launch direct flights between Beijing and New York from June 16.

As the only US carrier offering a daily direct service from Beijing to New York, Continental can offer a much shorter traveling time.

Direct flights are 13 and a half hours, five hours faster than previous flights out of Beijing that traveled via Tokyo and other cities.

Jim Compton, executive vice president of marketing for Continental Airlines, said the launch will be a landmark for the company's development in the Chinese market.

"Emerging business opportunities in China, such as the 2008 Olympic Games, will bring lots of business people and tourists to Beijing," said Compton. "China is one of our most important markets."

Compton also said daily direct passenger services between Shanghai and New York were planned to run from March, 2007.

"Direct flights will strengthen exchanges of culture and facilitate communication between people living in the United States and the Chinese mainland," said Kwok Hing-cheong, representative and country director of Continental Airlines in China.

Continental is determined to stay ahead of the competition with services like special menu choices and Chinese-speaking staff.

To coincide with the new flights, Continental has opened a new sales office in Beijing for sales, marketing, reservations, ticketing and cargo services.

A promotional fare of 5,288 yuan (US$637) is now being offered for a round trip.

Continental, together with Continental Express and Continental Connection, has more than 3,000 daily departures throughout the Americas, Europe and Asia.

(China Daily May 21, 2005)