{"id":8025,"date":"2025-05-12T15:41:53","date_gmt":"2025-05-12T15:41:53","guid":{"rendered":"https:\/\/pros.com\/learn\/case-studies-testimonials\/tap-air-portugal-boosts-profitability-digital-performance-airtrfx-airwire\/"},"modified":"2026-03-18T16:27:47","modified_gmt":"2026-03-18T16:27:47","slug":"tap-air-portugal-boosts-profitability-digital-performance-airtrfx-airwire","status":"publish","type":"post","link":"https:\/\/pros.com\/learn\/case-studies-testimonials\/tap-air-portugal-boosts-profitability-digital-performance-airtrfx-airwire\/","title":{"rendered":"TAP Air Portugal Boosts Profitability and Digital Performance with PROS airTRFX and airWire"},"content":{"rendered":"
<\/div>
\n\n\n\n
49%<\/strong><\/span><\/p>\n

increase in sessions via airTRFX pages<\/strong><\/td>\n

29%<\/strong><\/span><\/p>\n

growth in organic channel performance<\/strong><\/td>\n

40\/60<\/strong><\/span><\/p>\n

desktop-to-mobile traffic split achieved<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

\n\n\n\n
Products Used:<\/strong><\/p>\n

airTRFX, airWire<\/td>\n

Industry:<\/strong><\/p>\n

Airlines<\/td>\n

Revenue:<\/strong><\/p>\n

€4.2 B<\/td>\n

Location:<\/strong><\/p>\n

Lisbon, Portugal<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

“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.”
<\/strong><\/p>\n\n\n\n<\/colgroup>\n\n\n
\"Sara<\/td>\n\n
Sara Walter de Freitas<\/strong>
Digital & e-Commerce Director<\/div>\n
\"TAP<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

Building a Profitable and Scalable Digital Strategy<\/h2>\n

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<\/a> and airWire<\/a>, the airline reimagined its content, channels, and customer experience—emerging with a more profitable, efficient, and scalable digital marketing strategy.<\/p>\n

“We focused on profit boosting through optimization,” said Sara Walter de Freitas, Digital & e-Commerce Director. “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.”<\/strong><\/div>\n

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

Optimization at Scale: From Cleanup to Conversion<\/h2>\n

TAP Air Portugal’s strategy began with an in-depth review of its existing digital assets, resulting in:<\/p>\n