Binter celebrates one year flying to Madrid. This timeframe is deemed as a period of “learning” for the airline, during which it has conducted over 5,400 flights and provided upwards of 760,000 seats between the archipelago and the capital, figures that surpass the airline’s offerings for all other domestic routes in 2024. The choice to enter one of the most competitive corridors in the nation has resulted in a 25% increase in the number of travellers between the Canary Islands and Madrid. This was articulated this morning by Binter’s commercial director, Miguel Ángel Suárez, who stated that the assessment of this route is “very positive”, primarily because it has enhanced the connectivity of the Canaries.
The impact is not solely due to the emergence of a new player on the route; competitors have reacted by increasing their offerings and reducing their fares. “It’s natural for them to try to protect their market share, and the presence of Binter adds that additional value,” Suárez explained.
The aim for 2025 is to solidify the current 16 flights on this route, which operate from Gran Canaria and Tenerife, while there remains potential for new direct routes to non-capital islands. “We aspire to expand and accommodate more passengers who prefer the Canarian approach to flying, and we’re already considering launching flights to other islands,” stated Suárez, who emphasised that the airline is in Madrid “to stay.” The target is to achieve a market share of 20% on this route.
Punctuality and Reliability
Last year’s statistics enable the airline to perceive that “things are progressing well.” The company has attained an 84% punctuality rate for its flights to the capital, rising to 86% for services from Tenerife, alongside a remarkable 99.7% regularity. “We have adhered to our schedule, which ensures reliability for our customers,” added Suárez, who reiterated that the “guiding principle” for the company is to provide high-quality service and to distinguish itself from the Low Cost operations of other airlines. Its strengths lie in the spaciousness of its aircraft, which feature only four seats per row, along with a Gourmet snack option and the opportunity to elevate a cabin without incurring extra charges.
These elements have contributed to a “very positive” response from passengers, who rated overall satisfaction at 9.4 out of 10 and expressed a repeat travel intention at 9.24, reflecting loyalty. Travelers also awarded an impressive 9.3 to the “recommendation” category. Thus, the percentage of customers who perceive the service as “superior to expectations” stands at 43%, while 53% feel it corresponds to the fare paid. “These figures are immensely gratifying; they are exceptional results,” Suárez remarked regarding last year’s data.
Regarding the passenger demographic, Binter’s commercial director observed that residents in the capital comprise a significant portion of those flying this route, attributed in part to the efforts of the commercial team operating from Madrid. The website continues to be the most favoured purchase channel, though travel agencies are also significant. “They understand the unique features that differentiate us from a Low Cost model,” Suárez noted, adding that weekend breaks are the most common travel arrangements.
Projected Growth of 11%
Binter plans to expand by 11% in the number of seats available by 2025, aiming to surpass 8.1 million, while concluding the year with over 6 million passengers, an increase of 7% from 2024’s tally of 5.4 million. Aside from solidifying the Canary Islands Corridor with Madrid, the goal is also to launch – from April – the newly announced national routes for 2025: Valencia, Badajoz, Almería, and Córdoba. Currently, there are no plans to introduce further destinations such as Barcelona or Seville. “It’s not part of our strategy; we have ample focus with Madrid, and things need to be approached slowly and without haste,” Suárez acknowledged.
In the international sphere, Binter has had to suspend routes to France and Italy due to rising costs in supply chains, motor services, and general maintenance of airlines. In the short term, there are no plans to open additional connections outside Spain. It maintains links with Africa (Morocco, Mauritania, Senegal, and Cabo Verde) as well as minor connections to Portugal and Madeira. Some of these will even see enhancements for the summer season.
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