Binter, the regional airline based in the Canary Islands, is making waves in the competitive landscape of Spanish domestic flights, as it expands its network to include more routes between the Canary Islands and mainland Spain. With the recent growth of low-cost carriers, the airline is positioning itself as a premium service provider, competing head-to-head with budget airlines like Vueling and Ryanair.
Founded in 1989, Binter initially focused on connecting the islands within the archipelago, but over the past few years, it has been branching out, offering flights to 18 destinations across the Iberian Peninsula. This expansion comes with its challenges, as low-cost carriers have established themselves firmly on many of these routes. However, Binter is not intimidated by the competition. Instead, it is doubling down on its customer service and regional expertise.
“We are aware of the strong competition from low-cost carriers,” said Jonay Lobo Torres, Binter’s chief of network, revenue, and alliances. “But we believe there’s a segment of passengers who are looking for a more comfortable, reliable experience, especially for regular travelers.”
Binter’s fleet consists of more than 40 aircraft, including ATR turboprops and the newly introduced Embraer E195-E2 jets. These aircraft are well-suited for short- and medium-haul routes, which make up a significant portion of Binter’s network. The airline’s service offerings on these flights stand out—complimentary water, chocolate, and in-flight entertainment are provided on flights as short as 30 minutes. This level of service is a notable departure from the typical no-frills approach of many low-cost competitors.
“We know that for many Canarians, flying is a frequent part of their lives, so we strive to offer a more enjoyable experience,” said Lobo. Passengers, particularly those flying frequently, are willing to pay a little more for the added comfort. With seat widths of around 31 inches, compared to the 28 to 29 inches on budget carriers, Binter’s commitment to passenger comfort is clear.
One of the key factors behind Binter’s strategy is its commitment to improving connectivity. While low-cost carriers focus on price, Binter emphasizes the importance of seamless travel across its network. According to Lobo, Binter currently operates more routes than its budget competitors Vueling and Ryanair between the Canary Islands and mainland Spain, which gives it an edge in terms of availability and convenience.
Despite the challenges, Binter remains confident in its ability to maintain profitability. “We are not the cheapest option, but we’re confident that there’s a market for our level of service,” Lobo said. The airline’s strategy is clear: by offering a better overall experience, it can carve out a niche, even amid fierce price competition.
Looking forward, Binter plans to continue expanding its route network and further develop its offerings, ensuring that passengers have access to high-quality service while still benefiting from convenient regional connections. With its strong focus on customer satisfaction, Binter is positioning itself as a serious player in the competitive domestic travel market between the Canary Islands and mainland Spain.
