TAP Air Portugal Boosts Profitability and Digital Performance with PROS airTRFX and airWire
| 49% increase in sessions via airTRFX pages |
29% growth in organic channel performance |
40/60 desktop-to-mobile traffic split achieved |
| Products Used: airTRFX, airWire |
Industry: Airlines |
Revenue: €4.2 B |
Location: Lisbon, Portugal |
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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.