For millions of Americans who fly to London each year — and particularly business travelers paying premium fares — the airport of choice is Heathrow.

That's despite the fact that only two U.S. air carriers — American Airlines and United Airlines — are allowed to fly into Heathrow. The four other U.S. airlines flying to London — Delta, Continental, US Airways and Northwest — are relegated to the capital city's second-largest airport, Gatwick.

Why Heathrow? Generations of executives have flown into Heathrow and its reputation has stuck, says Jon Ash, managing director of Global Aviation Associates, an industry consultant in Washington.

"It's more of a psychological commitment than a practical one," Ash says. "And it's one for which people tend to pay a bit of a price."

But in the high-stakes rivalry for the lucrative North Atlantic routes, perception might as well be fact.

"The high-margin business guys expect to land at Heathrow," says Donald Solon, an analyst at Avmark International, a consultant in London. And if business travelers want to fly to Heathrow, then the major carriers want to, also.

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