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TAP Air Portugal is making strategic moves in the Europe-Brazil market to capitalize on the increasing demand for air travel between the two regions. The recent addition of a service to Florianópolis, a city in southern Brazil, demonstrates TAP’s commitment to expanding its presence in this lucrative market.
The new route between Lisbon Airport and Florianópolis-Hercílio Luz International Airport will be operated three times a week using Airbus A330-200 aircraft. This decision comes after careful consideration of market trends, rising demand, and codeshare alliances with Brazilian airlines Azul and GOL.
Henri-Charles Ozarovsky, TAP Group Head of Strategy, highlighted the importance of data analysis in identifying profitable routes and maximizing partnerships. He emphasized that the launch of flights to Florianópolis was a strategic move aimed at leveraging existing business relationships and alliances in the region.
The decision to add Florianópolis to its network was also driven by the temporary disruption of operations at Porto Alegre Airport earlier this year due to floods. Ozarovsky explained that TAP’s new route to Florianópolis was a planned response to both market demand and the airline’s long-term growth objectives in Brazil.
While the airline plans to resume flights to Porto Alegre once operations normalize, it is also looking to restart flights to Manaus, the capital of Amazonia, in November. This move is expected to contribute to the development of new routes and enhance connectivity within Brazil.
Following the launch of flights to Florianópolis, TAP now offers over 51,000 two-way nonstop weekly tickets and 213,600 monthly seats to Brazil. The airline is projected to hold a market share of 27.9% in the Europe-Brazil market by September 2024, positioning it as a key player in the region.
Other major airlines operating in the Europe-Brazil market include LATAM Airlines Group, Air France-KLM Group, Lufthansa Group, ITA Airways, British Airways, and Iberia. TAP’s use of A321LR aircraft on routes to cities like Belem, Fortaleza, Maceio, Natal, and Recife has enabled it to capture a larger share of the market.
The growth of the Europe-Brazil market is evident in the increasing number of nonstop scheduled two-way seats, which is expected to reach 847,500 in January 2025. This reflects an 11% increase from January 2024 and a 16% increase from pre-pandemic levels, indicating strong demand for air travel between Europe and Brazil.
As the market continues to evolve, Ozarovsky acknowledged the importance of managing capacity expansion effectively to avoid oversaturation. He emphasized that TAP is closely monitoring market trends and passenger behavior to optimize its operations and ensure sustainable growth.
In conclusion, TAP Air Portugal’s expansion into the Europe-Brazil market, particularly with the addition of flights to Florianópolis, highlights the airline’s strategic approach to meeting the growing demand for air travel between the two regions. By leveraging partnerships, data analysis, and efficient capacity management, TAP is well-positioned to capitalize on the opportunities presented by this dynamic market.
