It's not always about cost in the executive world.
I understand last Wednesday a Falcon 7X flew from Italy to LCY and then positioned to Southend where it parked up until Sunday when it then positioned back to LCY before returning to Italy.
Obviously a direct flight to SEN would have resulted in a considerable cost saving, eliminating the two landing and handling fees at LCY, but the latter was still the preferred destination.
Lets hope the proposed helicopter transfers will help sway operators Southends way, although in the above case SEN still received landing, handling and parking fees in respect of the aircraft.