I agree with CL we are not going to compete on destination to destination long haul. Dubai and Doha feed hubs so play a different role. The only exception is if BHX was to develop a niche market as it has done for countless years to Turkmenistan and once looked feasible when it had links to other former Soviet republics. Secondary airports in locations undeserved in the UK and indeed Europe. In particular I still believe that South America is a treasure trove and that Africa could provide the next significant market. There are parts of India that can be opened up. And Japan is still London only.
It is easy to look to bejing, Hong Kong and Singapore and belief me I would love to see them linked to BHX, but we are stuck in the middle and as such it does not make sense just now for such links to work.
As Norwegian have shown by opening routes to Hartford and newburgh, long haul can arrive anywhere, we just need to think a little outside the box and try something new.
Finally, let's also complete the Europe network. Stills dozens of airports to go.