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TAP Air Portugal has recently announced the launch of a new service to Florianópolis, a city in the southern region of Brazil. This strategic move aims to capitalize on the growing Europe-Brazil market and solidify TAP’s position as a key player in the industry.
The airline will operate three weekly flights between Lisbon Airport and Florianópolis-Hercílio Luz International Airport using Airbus A330-200 aircraft. This new route marks the addition of Florianópolis as the 13th Brazilian destination in Star Alliance’s network, further expanding TAP’s reach in the Latin American market.
Henri-Charles Ozarovsky, the Head of Strategy at TAP Group, stated in an interview with Aviation Week that the decision to launch flights to Florianópolis was a carefully considered one. The airline had been monitoring the increasing demand for air travel between Europe and Brazil, as well as the opportunities presented by its codeshare alliances with Brazilian carriers Azul and GOL.
Ozarovsky emphasized the importance of strategically analyzing regional data to identify profitable routes and sustainable growth opportunities. The decision to expand to Florianópolis was driven by the goal of leveraging existing business relationships and alliances to maximize the airline’s market share in Brazil.
The launch of flights to Florianópolis comes in the wake of disruptions caused by floods at Porto Alegre Airport earlier this year, which had temporarily affected TAP’s operations in the region. Ozarovsky clarified that the new route to Florianópolis was part of the airline’s long-term strategy to meet its market aspirations in Brazil, despite the challenges faced in Porto Alegre.
While the airline may consider resuming flights to Porto Alegre once the airport operations normalize, TAP is focusing on expanding its presence in Brazil with the upcoming restart of flights between Lisbon and Manaus, the capital of the Amazonas state. This move is expected to boost connectivity and promote economic development in the region.
With the addition of Florianópolis to its route network, TAP now offers over 51,000 weekly nonstop tickets and 213,600 monthly seats to Brazil. The airline is projected to capture 27.9% of the Europe-Brazil market share by September 2024, surpassing competitors such as LATAM Airlines Group, Air France-KLM Group, Lufthansa Group, ITA Airways, British Airways, and Iberia.
TAP’s utilization of A321LR aircraft for flights to Belem, Fortaleza, Maceio, Natal, and Recife has further strengthened its market position, with the airline holding 32% of Europe-Brazil frequencies in September. This growth aligns with the overall expansion of the Europe-Brazil market, which is set to reach 847,500 nonstop scheduled two-way seats in January 2025.
Despite the uncertainty surrounding market conditions and the impact of the fluctuating Brazilian real, Ozarovsky remains optimistic about TAP’s growth strategy. The airline has carefully managed capacity expansion to meet demand effectively without saturating the market. TAP will continue to monitor industry trends and traveler behavior leading up to the holiday season, adapting its operations accordingly.
In conclusion, TAP Air Portugal’s decision to launch flights to Florianópolis underscores the airline’s commitment to strengthening its presence in the Europe-Brazil market. With a strategic focus on sustainable growth and leveraging partnerships with Brazilian carriers, TAP is well-positioned to capitalize on the evolving travel landscape and emerging opportunities in the Latin American region.