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Based on my one use...it should last at least 2.5-3 hours...probably longer.
I bought a second usb cable off ebay that u use in the car because then you can use the same cable if you lose or damage the original or if you need a spare. If you look on ebay though you have to make sure that the connection is right because there are a lot of people who claim their cable will fit the Hero but it wont
As I said it's probably longer. I haven't been on a long enough journey to know for sure (on the return leg I plugged in the car charger).
I recommend this kit: DriveSafe Car Pack For The HTC Hero
It's not very expensive, but works extremely well. The car charger will stop the phone from running out of juice, and the holder is perfect.