Plus Ultra drives growth in Madrid-Buenos Aires air travel

Plus Ultra has significantly impacted the air travel market between Madrid and Buenos Aires since beginning operations in May 2026. The airline has seen high demand, surpassing initial projections with 35,000 tickets sold and an 83% occupancy rate. While the company originally planned four weekly flights for 2026, demand led to an increase to five frequencies in July, with a long-term goal of daily service by 2027.

Data shows that the total passenger traffic between Spain and Argentina grew by 8% year-on-year in July, reaching 139,842 passengers compared to 129,483 in July 2025. Plus Ultra accounted for 10,234 of these passengers, effectively driving the market growth. In contrast, established carriers like Aerolíneas Argentinas saw a 14.8% decrease in passenger volume during the same period.

Hugo Díaz, Plus Ultra's country manager in Argentina, noted that 60% of sales are made in Spain, largely driven by Argentine families residing there. The airline relies heavily on travel agencies, which handle approximately 85% of ticket issuances. The company differentiates itself by including checked baggage, meals, and competitive business class options in its fares.