Here are some tips which one should consider before one opens a long-haul route. It really depends on what aircraft (age and speed) you serving the route with, your image, and what time you'll be arriving at the destination. Passenger prefer; just like in real life, getting there faster, comfortably, and there at a reasonable time e.g. 7am-10pm.
Passenger tend to choose airlines with the best image for safety reasons and the demand on the flights.
As you've just pin-pointed out, they are introducing these routes, and eventually they'll fill up more and more. At the current date in the game, it's where long-haul routes were introduced so I believe that it'll take some months before this becomes more usual to passengers.
Hope I made sense for you there.