Extra flights to Guernsey from Southampton Airport will be launched by carrier Blue Islands next month.
The Channel Islands-based airline will add six return flights a week between the two destinations, following increased demand from passengers.
The new flights will operate in the morning, giving passengers an alternative to the existing schedule of evening services.
Derek Coates, chairman of the Blue Islands airline told UK Airport News that demand for flights from Southampton to Guernsey has risen by 23 per cent so far this year.
"This is a clear indication that competition benefits both local residents travelling to the UK and visitors coming to the island," he added.
"Our model of offering affordable flexibility, allowing passengers to change booking dates or names at no extra cost, has forced Flybe to lower its fares to compete."
Blue Islands introduced daily flights to Zurich and Geneva from Guernsey in March.
The launch of these flights coincided with a new pricing initiative from the airline which includes free inter-island fares for passengers travelling between the two Channel Islands on flights to either Zurich or Geneva.