“We focused on profit boosting through optimization. By enhancing and sanitizing custom pages in airTRFX and integrating airWire with new platforms like TikTok, we expanded our reach and significantly improved customer engagement.”

Sara Walter de Freitas Digital & e-Commerce Director

Building a Profitable and Scalable Digital Strategy

In 2024, faced with a rapidly evolving travel landscape and growing competition in strategic markets like US and Brazil, TAP Air Portugal executed a bold and focused digital transformation. Leveraging PROS airTRFX and airWire, the airline reimagined its content, channels, and customer experience—emerging with a more profitable, efficient, and scalable digital marketing strategy.

This approach centered on operational excellence, personalized content, and cross-channel visibility—all driven by real-time data and dynamic offers.

Optimization at Scale: From Cleanup to Conversion

TAP Air Portugal’s strategy began with an in-depth review of its existing digital assets, resulting in:

• A reduction and cleanup of over 100 underperforming pages
• A 15% increase in routes promoted, adding more than 1,000 new destinations
• New content tailored by month and region, including codeshare routes and loyalty-focused offers

These efforts helped bring TAP’s digital ecosystem into sharper focus, offering customers more relevant content, clearer fare visibility, and a simplified booking journey.

Measurable Growth Across the Funnel

The transformation yielded impressive results across every key performance metric:

• 49% increase in sessions from airTRFX pages (H2 2023 vs. H2 2024)
• 29% growth in organic channel performance, driven by SEO and mobile enhancements
• 25–35% estimated revenue growth attributed to airTRFX pages
• 25% increase in Flight Search Initiator activity on PROS pages
• Nearly 50% of airTRFX users now advance to the booking engine
• Mobile-first success: traffic mix shifted from 60/40 desktop-mobile to 40/60

Innovation in Action: New Channels, New Opportunities

TAP didn’t stop at optimization. The team pushed forward with innovative new initiatives, including:

• Integration of airWire with TikTok through advanced data feeds
• Expanded reach across Facebook and Instagram with dynamic social ad formats
• Launch of “Book with Miles” and loyalty-focused airModules
• A complete UX/UI redesign of airTRFX to align with TAP’s broader digital identity

A Profitable Foundation for Sustainable Growth

TAP Air Portugal’s digital transformation reflects a strategic commitment to efficiency, personalization, and innovation. With PROS as a core technology partner, the airline has optimized its digital channels to better serve travelers, drive higher conversions, and capture long-term value in a competitive market.

Results with PROS Solutions:

• 49% increase in sessions via airTRFX pages
• 29% growth in organic channel performance
• 25–35% revenue growth from PROS-driven pages
• 25% increase in Flight Search Initiators
• Nearly 50% of users proceed to booking
• Ratio of desktop-mobile traffic moved from 60/40 to 40/60, aligning with user behavior trends

With airTRFX and airWire, TAP Air Portugal has laid the groundwork for lasting success —driving profitability while delivering a best-in-class digital experience across every touchpoint.