CEO Blog

15 November 2018

Written by Ravindra Bhagwanani on . Posted in Archives


Brazilian carrier Azul Airlines and its program TudoAzul have certainly managed to achieve a remarkable market positioning in Brazil within a short time – but the massive devaluation of its program as of December 15 might come a bit too early nevertheless. As of then, base members will only accrue one point per BRL spent on all Azul flights (instead of currently 2 or 3), which is a far greater devaluation than the recent devaluation of the Brazilian currency. Also credits earned for elite members will be lowered almost across the board – only the fare group +Azul will be rewarded in a slightly more generous manner for elite members. In addition to the lowered point earning, qualification thresholds for elite levels will be increased. It remains to be hoped that the dynamic Azul is not wrong with the assessment of its own position and its ability not to lose customers with these changes… In parallel, Azul continues its approach towards Star Alliance and has added another Star partner in the form of Turkish Airlines to its partner network, following Copa a few months ago.