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TAP Air Portugal Launches Florianópolis As Europe-Brazil Market Grows
In a strategic move to expand its market share on Europe-Brazil routes, TAP Air Portugal has recently announced the launch of a new service to Florianópolis, a city located in the southern region of Brazil. With flights operated three times a week by Airbus A330-200 aircraft between Lisbon Airport and Florianópolis-Hercílio Luz International Airport, TAP aims to tap into the growing demand for travel between Europe and Brazil.
The addition of Florianópolis as the 13th Brazilian destination for Star Alliance further solidifies TAP’s position in the region. Henri-Charles Ozarovsky, Head of Strategy at TAP Group, revealed that the decision to introduce flights to Florianópolis was driven by several factors, including rising demand, strategic partnerships with Brazilian carriers like Azul and GOL, and a thorough analysis of regional data to identify profitable routes.
Speaking to Aviation Week, Ozarovsky emphasized that the launch of the Florianópolis route was a carefully planned move to capitalize on existing business opportunities and alliances. Despite facing operational challenges earlier this year due to floods at Porto Alegre Airport, TAP remains committed to expanding its presence in the Brazilian market and meeting the needs of its customers.
Ozarovsky highlighted the resilience of the Brazilian market, noting that despite the disruptions in Porto Alegre, the demand for flights to Florianópolis continued to grow steadily. By offering direct flights to this popular destination, TAP aims to not only meet the existing demand but also unlock untapped potential in the region.
In addition to the launch of the Florianópolis route, TAP is set to resume flights between Lisbon and Manaus, the capital of Amazonia, in November. This move is expected to further enhance connectivity and drive development in the region. While TAP had previously operated flights to Manaus from 2014 to 2016, the decision to reinstate the route reflects the airline’s long-term commitment to serving the Brazilian market.
With the introduction of the Florianópolis route, TAP now offers over 51,000 two-way nonstop weekly tickets and 213,600 monthly seats to Brazil. According to OAG Schedules Analyser, TAP is projected to capture a market share of 27.9% in the Europe-Brazil market by September 2024, surpassing other major carriers in the region.
The competitive landscape of the Europe-Brazil market is dominated by key players such as LATAM Airlines Group, Air France-KLM Group, Lufthansa Group, ITA Airways, British Airways, and Iberia. Despite facing challenges such as currency fluctuations and geopolitical uncertainties, TAP has managed to strengthen its position by offering a diverse range of destinations and enhanced connectivity for travelers.
By leveraging its fleet of A321LR aircraft to serve cities like Belem, Fortaleza, Maceio, Natal, and Recife, TAP has been able to increase its market share and frequency of flights in the Europe-Brazil market. As of September, OAG data indicates that TAP commands a 32% share of Europe-Brazil frequencies, positioning itself as a leading player in the region.
The growth of the Europe-Brazil market reflects a broader trend of increasing demand for travel between the two regions. With 847,500 nonstop scheduled two-way seats expected in January 2025, representing an 11% increase from the previous year and a 16% rise from pre-pandemic levels, the market shows promising signs of recovery and growth.
While uncertainties loom over the market, including concerns about overcapacity and currency fluctuations, Ozarovsky remains optimistic about TAP’s ability to navigate these challenges. By carefully managing capacity expansion, monitoring market trends, and adapting to changing consumer preferences, TAP is well-positioned to capitalize on the opportunities presented by the evolving Europe-Brazil market.
As TAP continues to expand its route network, strengthen partnerships with Brazilian carriers, and enhance its services for passengers, the airline is poised to play a key role in shaping the future of air travel between Europe and Brazil. With a focus on sustainability, innovation, and customer satisfaction, TAP Air Portugal is set to lead the way in the dynamic and competitive Europe-Brazil market.
