He oversees United Airlines’ expansion in Spain, which each year brings to the Balearics more tourists from a profile considered a priority thanks to their spending power, even if for now their visits remain concentrated in the peak months. Antonio de Toro (Caracas, 1967) was one of the main figures at the Islands’ stand at the latest edition of Fitur. United’s Head of Sales in Spain announced, together with officials from the Consell de Mallorca, the extension of both the weekly frequencies and the operating period of the Palma–New York route for 2025. A decision, he explains, justified by a growing level of demand that could lead either to making the route year-round or even opening connections with other airports on the US East Coast, such as Washington.
You have just announced the expansion of connections between New York and Palma. Has demand been higher than you expected when the route was inaugurated in 2022?
Palma is an absolute success story for United Airlines. We started three years ago with a smaller aircraft and three weekly flights, and last summer we were already operating with larger planes. We are seeing that our bookings and future demand continue to grow, which is why we have decided to add another day per week and extend the season by another month, until 25 October. It’s good news that we are increasing capacity by 50% compared with summer 2024. Since we started, we’ve grown by as much as 70%.
And what about demand in the opposite direction, Mallorcans travelling to the US?
The Mallorcan public is also taking advantage of this opportunity. The reception has been very positive. Obviously, the American market is much larger, but you do see a very favourable response, especially with this October extension. Many Mallorcans who normally work in the summer use September and October to take short breaks and travel to the US. Around 83% of those who come stay in New York, while 17% take the chance to visit other destinations in the country.
Hoteliers keep pushing for year-round connections. Is United considering this in the near future?
Many sectors, including hoteliers, have been asking for the season to be extended. We monitor demand very closely and, in Palma’s case, we’ve seen it grow gradually since 2022. Is it viable to operate flights all year round? That will depend on whether we can identify off-season demand and on the fleet available to us… But if we see an extension justified by demand, of course we’ll do it, even if it’s hard to say when. Our strategy is not just about growing in Palma, but across Spain as a whole. The country has become a very attractive destination for Americans in recent years.
By expanding, you’re also increasing arrivals in high season. How do you view the saturation problems in summer and the protests in the Balearics?
This is something that clearly has an impact on demand. But the truth is, we’re not seeing any negative effect, at least according to the booking figures we’re tracking. I think it’s having more effect in Europe, with Germany and the UK, which have more connections. It’s certainly not slowing down American traffic to Mallorca, and the fact we’re actually increasing it is proof of that. If there is any effect, we’re not seeing it.
So what are the real future plans for the Balearics?
Our natural way of working is exactly what we’re doing now with Palma: consolidating the route, monitoring its growth… So that next year or in two years’ time we can increase the weekly frequencies or length of the season. And if growth continues, we may well see what has happened in many other European destinations, which is the launch of new flights to Washington: we’ve seen it in Venice, Nice… In Barcelona it has been extended to year-round. Partly it’s also about relieving congestion at Newark.
US demand keeps trending upwards. Is Canada another market to open up?
We already have a very significant codeshare partnership with Air Canada. Beyond that, I can’t really say how that market will behave.
There’s been a lot of talk about a Palma–Miami connection. Can you rule out there being any substance to that rumour?
That rumour never came from us. We have no presence or hub in Miami that would allow us to launch a direct flight to Mallorca, so it would have to be another airline. From United’s side it’s completely ruled out.
What effect could Trump’s new mandate have on the US tourism industry, both as an outbound and inbound market?
Right now we’re not seeing any negative effect at all. In that respect we are entirely apolitical: we follow demand flows, and we’re not seeing any sign that the new US administration is having any negative impact on our flights. We monitor political situations in all the countries we operate in, but the most important parameter is demand and the fares people are paying.
So the Americans’ travel fever will continue in 2026?
The American urge to travel has been incredible since the pandemic ended. Our flights to Mexico rose dramatically once mobility restrictions were lifted. Southern Europe is especially appealing, largely thanks to the cultural experiences it offers and because it’s perceived as a very safe destination.