With Malaysia operating Non-stop servicesand cheaper fares than Cathay, I have heard that Cathay has been loosing market share on the UK to Asia route plus Oz.
The airport has been pressing for non-stop services for quite a few years.
With Air New Zealand to start services soon and another British airline wishing to serve HKG, I guess it might be time to stimulate the market.
I guess if it will be direct, it will have to be daily as it does not want to lose market share.
Btw, the flight to AMS is nearly always late on departure.