Porter turns 20: Airline leaders talk growth, travel advisors and what’s next

Twenty years after its first flight between Toronto and Ottawa, Porter Airlines returned to Toronto’s waterfront on Thursday (Oct. 22) to celebrate two decades in the skies — one day ahead of its official 20th birthday (Oct. 23).

At the Radisson Blu Toronto Downtown, Porter-branded balloons, a signature blue cocktail, and cutouts of Mr. Porter, the airline’s raccoon mascot, set the scene as travel advisors, corporate customers and industry partners gathered to mark the milestone.

From two aircraft and approximately 100 employees in 2006, Porter has grown into Canada’s third-largest airline, carrying more than 49 million passengers over two decades. 

Reflecting on the airline's first 20 years, Kevin Jackson, Porter's president, told PAX during an interview that he credits founder Robert Deluce, executive chairman, with establishing the service philosophy that continues to shape the airline.

"I think that what's worth celebrating is the fact that 20 years after Robert Deluce launched Porter, the brand is still rooted in that belief of taking care of the customer that he wanted 20 years ago," Jackson shared.

Today, it operates 85 aircraft and employs more than 4,400 people. Jackson told PAX at the celebration that there’s still plenty to do.

“We still have so much growth to do,” Jackson said. “We’re on aircraft number 85 of what is eventually intended to be 140 aircraft.”

Travel advisors will play a central role in introducing Porter to new customers as its network expands, he said.

“Travel agents are key to introducing Porter to new travellers,” Jackson told PAX. “Today, almost 50 per cent of our travellers are the result of travel advisors. That’s really, really important.”

More destinations and vacation packages

Jackson said advisors can expect additional destinations across North America, including Mexico, the Caribbean, and Central America, along with increased frequencies on existing routes.

He said high-frequency service in core markets remains particularly important for travel advisors serving corporate clients.

For leisure advisors, Porter’s growing sun network is creating more vacation package opportunities through its partnership with Transat.

Michael Curmi, Porter’s managing director of sales and distribution, explained that packages combining Porter flights with hotels are available through Transat’s booking channels.

“If you’re booking through any of the travel agent distribution channels, look for the Transat package, and you’ll see Porter flights embedded in their package product,” Curmi told PAX.

Packages featuring Porter flights to Cancun, Puerto Vallarta, Nassau and Grand Cayman were introduced earlier this year, with departures from Toronto, Ottawa and Hamilton available for travel beginning Nov. 1.

Porter’s 2026-27 winter schedule also includes new service to Aruba, Los Cabos, Montego Bay, San José, Costa Rica, and Turks and Caicos.

Commissions, training and agency support

As Porter expands, the airline is also investing in its relationships with travel agencies.

Curmi said Porter offers a base commission program and additional incentives for agency partners with significant sales volumes.

He directed advisors to Porter's travel agency portal for updated commission information, booking policies, and training resources.

Additional training is planned for 2027, building on webinars and educational initiatives delivered through Porter’s sales team and industry partners, including The Association of Canadian Travel Agencies and Travel Advisors (ACTA).

Edmond Eldebs, Porter’s senior vice-president and chief commercial officer, said improvements to agency servicing are also planned.

“We’re making investments next year to improve the service level through phones, through our systems, and growing our team as well, to ensure that our account management team is there to support our agency partners,” he told PAX.

Stav Kotsireas, director, air partnerships at Flight Centre Travel Group, said Porter’s responsiveness has stood out in his dealings with the airline.

“Whenever we have any inquiries, they’re answered that day. There is no waiting,” Kotsireas told PAX.

He also praised the value offered through PorterClassic and PorterReserve, particularly the additional benefits available when upgrading.

“They’re getting great value for money,” he said.

For Kotsireas, Porter’s expanding network gives advisors more options to present to clients.

“Porter going into different and new destinations gives clients a different option and a different value proposition,” he said.

What’s next for Porter?

Beyond its growing sun network, Porter has announced additional service from London, Ontario, including four winter sun routes and five domestic connections beginning in spring 2027.

The domestic routes will connect London with Edmonton, Halifax, Vancouver, Ottawa, and Montreal Metropolitan Airport.

Curmi said advisors can expect increased frequencies. “Watch out for a lot more frequency from London, Hamilton and Toronto into that Eastern Canada triangle,” he said.

Jackson also pointed to partnerships with Transat, Alaska Airlines, American Airlines, and British Airways as another avenue for growth.

“It isn’t just our own network. We are growing a lot through our partners as well,” he said.

The VIPorter loyalty program, which now has nearly four million members, is also expected to expand, with more opportunities to earn and redeem points through airline partnerships and the BMO VIPorter credit card program.

Porter through the years

From its first Toronto-Ottawa flight to a network spanning North America, Porter’s history includes regional growth, a pandemic shutdown and a major expansion into jet service.

2006–2009 | The first chapter

• Oct. 23, 2006: Porter takes off between Toronto City Airport and Ottawa.
• The airline expands its network and grows to approximately 845 employees.

2010–2019 | Growing up at Billy Bishop

• Porter continues expanding its regional network and celebrates its 10th anniversary in 2016.
• A pedestrian tunnel opens at Billy Bishop, changing how passengers access the airport.

2020–2021 | Grounded

• The COVID-19 pandemic forces Porter to suspend operations.
• Its active workforce drops from approximately 1,321 to 200.

2021–2024 | Back in the air, and thinking bigger

• Porter resumes operations in 2021.
• Its first Embraer E195-E2 jet flights launch Feb. 1, 2023, opening the door to transcontinental service.
• Porter introduces its PorterClassic and PorterReserve service offerings.

2024–2026 | A new era of expansion

• Porter expands its network and announces additional service from Hamilton and London, Ontario.
• Montreal Metropolitan Airport becomes another gateway in its network.
• New sun destinations and airline partnerships extend its reach.
• The airline now serves 33 destinations across 131 routes.

For Eldebs, the airline’s 20-year journey is also his own.

“Twenty years ago tomorrow, Porter operated its first flight from Billy Bishop to Ottawa. I was there as a customer service representative. It was actually my first day on the job,” he told guests.

Among the moments that stand out to Eldebs was the arrival of Porter’s first Embraer jet in December 2022.

“There was so much planning that went into it,” he told PAX. “It was just such an exciting place to be.”

Despite the expansion, Jackson said maintaining Porter’s customer experience has been a priority over the years.

“The team members are the brand,” he told PAX.

“Anyone can offer free beer and wine on board an aircraft, but to do it in a way that when you exit the aircraft, you really loved your experience, comes from the team members.”

As Porter looks ahead, Curmi acknowledged another group that has been part of the airline’s story since the beginning: travel advisors.

“The trade has been there from day one,” he said.

“We couldn’t have done it without them.”

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