Hi Fatboy and Sue an anyone else that is interested.
Pity about your early flight. But I would comment as follows:
For the first time we used the Alsa bus from the airport. Anyone will direct you to the stop. It costs 8 euro, and unlike the shuttles, goes direct to either the new bus station or Avd Europa so depends on where you are staying whether you walk or take a taxi - there are ranks in close proximity to both bus stops. We are using the term bus but in actual fact they are coaches and are linked to our own National Express network.
From the airport to Beni, you pay the driver. Going back to the airport you can book your ticket at either the new bus station or the Alsa office on Avd. Europa. No one seemed to notice as they sat everywhere, but you do have an allocated seat number, useful if the bus is full. Didn't sus out the number of the local buses that go to the new Bus station though. Would be grateful if anyone has that info as we hiked it up the hill to catch the bus (coach) to Calpe one day.
One last thing - the (pick up Benidorm to Airport) timetable said the coach picked up first from the terminal which is the Bus Station. In actual fact when it arrived it was half full as it had picked up from Europa first. Don't know if people missed the bus, bit dicey when you have a plane to catch.