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TAP Air Portugal is expanding its reach in the Europe-Brazil market with the launch of flights to Florianópolis, a city in southern Brazil. This new route is set to strengthen the airline’s market share and enhance connectivity between Europe and Brazil.
The service to Florianópolis will operate three times a week using Airbus A330-200 aircraft, providing passengers with a comfortable and efficient travel option between Lisbon Airport and Florianópolis-Hercílio Luz International Airport. This move marks Florianópolis as the 13th Brazilian destination for Star Alliance, further solidifying TAP Air Portugal’s presence in the region.
Head of Strategy at TAP Group, Henri-Charles Ozarovsky, explained that the decision to add Florianópolis to the airline’s network was a strategic one based on increasing demand and existing codeshare partnerships with Brazilian carriers Azul and GOL. By analyzing regional data and market trends, TAP identified Florianópolis as a promising route to tap into the growing business opportunities in the region.
The launch of flights to Florianópolis comes after TAP faced operational challenges earlier this year due to floods at Porto Alegre Airport. Ozarovsky emphasized that the new route to Florianópolis aligns with the airline’s long-term market aspirations in Brazil and is a calculated move to capitalize on rising demand.
While flights to Porto Alegre may resume once the airport operations normalize, TAP is focusing on expanding its presence in Brazil by relaunching flights to Manaus, the capital of the Amazonas state, in November. This strategic decision is aimed at driving development and enhancing connectivity between Europe and the Amazon region.
With the addition of Florianópolis to its network, TAP now offers over 51,000 two-way nonstop weekly tickets and 213,600 monthly seats to Brazil. The airline’s Europe-Brazil market share is expected to reach 27.9% in September 2024, positioning TAP as a key player in the transatlantic market.
In comparison, other major airlines in the Europe-Brazil market include LATAM Airlines Group with 21.8% market share, Air France-KLM Group with 13.6%, Lufthansa Group and ITA Airways with 11%, and British Airways and Iberia with 9.5%. TAP’s strategic use of A321LR aircraft on routes to Belem, Fortaleza, Maceio, Natal, and Recife has contributed to its higher market share and frequency in the region.
The growth of the Europe-Brazil market is evident in the increasing number of scheduled nonstop seats, which is set to reach 847,500 in January 2025. This represents an 11% growth from January 2024 and a 16% increase from pre-pandemic levels, highlighting the resilience of the transatlantic market.
Ozarovsky acknowledges the challenges posed by the fluctuating Brazilian real and uncertainties in the market but remains optimistic about TAP’s capacity expansion and strategic positioning in the Europe-Brazil market. As travelers become more cautious in their travel decisions, TAP is closely monitoring market dynamics and adjusting its operations to meet demand effectively.
In conclusion, TAP Air Portugal’s expansion into Florianópolis and other key Brazilian destinations reflects the airline’s commitment to enhancing connectivity between Europe and Brazil. By leveraging strategic partnerships, analyzing market data, and adapting to changing market conditions, TAP is well-positioned to capitalize on the growing opportunities in the Europe-Brazil market.
