In reply to Marek:
OK, for what it's worth...
I found it pretty easy to download the daily traffic count dataset from the DFT website, import it into Excel to narrow it down to my local area (East Cheshire) and upload that into a custom map on Google. You can then colour the markers based on whatever criteria make sense to you (I did a 'heatmap' based on 'total motorised traffic' and got something reasonably useful (with no programming). It would be slightly better to create a new column in Excel (or your spreadsheet of choice) which applies some 'nice for bikes' function based on the traffic data (e.g., bias it towards routes with lots of bike traffic and away from routes with HGVs) and then do a heatmap in Google Maps with based on this new column.
Of course you can overlay this info on a Google Map with live traffic for a bit more decision support data.
If you don't want to mess with a spreadsheet, you can download smaller datasets (e.g., by region or local authority) and import that straight into Google Maps. The full UK dataset is about 100MB, so Google may baulk at that. Or it might not?
If you need more detail instruction I can provide, but it's not too hard to figure it out. I was actually quite impressed how simple the process was.
Post edited at 16:22