(FORTUNE Magazine) – To beat rush-hour traffic, more executives in London are hopping onto the back seats of motorcycle taxis for their ride to Heathrow airport. The trip runs nearly $50 from central London, about the same as a regular cab, and takes roughly 30 minutes, vs. the 90 minutes the four-wheel journey can require when traffic is heavy. Extra benefits: The Honda PC800s come with heated leather seats, and the passenger is provided with waterproof coveralls and a helmet with a built-in headset for a cellular phone. Taxi Bike, run by Addison Lee, a private cab and courier company, also offers shorter hops. They start at $8.30 for a three-mile minimum. The service has been slow to catch on, but it may pick up now that it has caught the eye of Richard Branson, chairman of Virgin Atlantic Airways. His first-class passengers can now choose between a free limo or free motorbike ride to the airport. Passengers must travel light -- there's room for little more than a briefcase and a garment bag.