Thanks for all!
it was my mistake
You should to use
get "/:id", to: 'landings#show_direct', as: :direct_landing, id: /ticket-from-[a-zA-Z0-9_]+/
instead
get "/:id" => 'landings#show_direct', as: :direct_landing, id: /ticket-from-[a-zA-Z0-9_]+/
Now following helper works fine
direct_landing_url(:id => 'ticket-to-moscow')