The New York Jewish Travel Guide had the opportunity to interview Mr. Antonoaldo Neves, the Chief Executive Officer of TAP Air Portugal, during the inaugural flight from Lisbon to Tel Aviv. We discussed the motivations behind introducing these strategic routes to Tel Aviv and the timing of their launch.

NYJTG: Could you share what prompted the decision to expand TAP Air Portugal’s routes to Tel Aviv, and what factors make this launch particularly timely?

Antonoaldo Neves: Approximately four years ago, we devised a comprehensive plan aimed at enhancing our connectivity between the Americas and Europe. Over the past three years, we’ve diligently added routes, particularly within the United States, including Toronto, JFK, and Boston. This year, we are set to introduce additional routes to Washington, Chicago, and San Francisco, marking significant investments to facilitate seamless connections for our clients traveling from the Americas.

During this expansion phase, it became apparent that Tel Aviv held great potential as a market for us. Its proximity to Lisbon, coupled with its strategic location, made it an appealing prospect. The geographical advantage was clear: flying from Tel Aviv to New York via Lisbon presented a shorter route than alternatives involving Frankfurt or London. The curvature of the Earth played a pivotal role in this equation, enabling TAP to secure a highly competitive position. This efficiency in routing translates into cost savings, allowing us to offer more competitive prices compared to our counterparts in Spain, France, the Netherlands, and Germany.

Essentially, we decided to include Tel Aviv in our network because Lisbon’s proximity to JFK is shorter than that of many other European cities, such as Barcelona.

Cake for inaugural flight between Lisbon and Tel Aviv – New York Jewish Travel Guide

NYJTG: If I may inquire, what is your estimated overall percentage growth in traffic, and how do you foresee this strategy impacting tourism in Portugal?

Antonoaldo Neves: It’s quite significant, given that TAP is experiencing an annual growth of approximately 1.5 million clients. Currently, we serve 16 million clients, which includes both customers and passengers. In the previous year alone, TAP brought approximately 4.4 million tourists to Lisbon. Our growth rate averages around 10% per year, resulting in an annual addition of anywhere from 400,000 to 600,000 new tourists visiting Portugal.

NYJTG: Does this encompass both Porto and Lisbon?

Antonoaldo Neves: Yes, it does. We operate an air bridge between Lisbon and Porto, offering 13 daily flights, making it our largest route. Travelers who pass through Porto often continue to Lisbon, and vice versa. Additionally, we have a stopover program that permits customers to extend their stay in Portugal for up to five extra days at no additional cost. For instance, if you’re traveling from Tel Aviv to Lisbon, you can take advantage of this program to explore other European destinations such as Paris or Rome for up to five days, essentially enjoying a two-for-one deal in terms of travel experiences.

NYJTG: What advertising initiatives do you employ to drive this strategic growth, and do you have a well-established network in place for this purpose?

Antonoaldo Neves: We make substantial investments in advertising and marketing, employing both traditional and digital strategies. For instance, we’ve allocated significant resources to promote our destinations in New York, including branding on the tops of yellow cabs. Digital media and marketing play a pivotal role as well, with approximately 50% of our sales generated through direct channels.

Furthermore, we actively engage with influencers in the online sphere to expand our reach. We maintain close collaborations with travel agents and have developed various programs to promote our network effectively. Our comprehensive approach aims to ensure that TAP Air Portugal remains visible and accessible to travelers seeking our services.

TAP Air Portugal inauguration flight – New York Jewish Travel Guide

NYJTG: Does this encompass your Jewish Heritage Program, including the promotion of Jewish tourism to cities like Belmonte, Porto, Lisbon, and others?

Antonoaldo Neves: We are currently in the early stages of developing our Jewish Heritage Program, and it involves a substantial amount of work. At present, our focus is not solely on Jewish heritage. However, through the marketing channels I previously mentioned, we can promote Tel Aviv to audiences in Brazil, among other destinations. Our promotional efforts extend beyond Portugal; we actively promote cities like Paris and Rome in New York, even featuring them on the tops of yellow cabs. In fact, prior to this campaign, these cabs in New York had no promotions related to Portugal; they mainly highlighted other destinations, including Porto.

NYJTG: Are the daily flight schedules consistent throughout the year, including both winter and summer?

Antonoaldo Neves: Currently, we operate seven days a week during the summer and five days a week in the winter. However, we plan to offer daily flights year-round starting next year, and we might even consider increasing the frequency in the future. The summer season has been performing exceptionally well, so there’s potential for multiple daily flights at some point.

NYJTG: The prospect of multiple daily flights is indeed exciting. I’ve heard about the incentives and perks for travelers. Do these benefits also apply to hotel bookings? And can travelers make these bookings directly online or through travel agents?

Antonoaldo Neves: Absolutely. We offer a range of incentives. For example, travelers can enjoy a complimentary one-day sightseeing tour of Lisbon, benefit from special hotel rates, and access a tourist guide.

Yes, travelers can take advantage of discounts on hotel bookings, and they can conveniently make these reservations online through the stopover link on our website. Additionally, travel agents can assist with these arrangements if preferred.

Mr. Antonoaldo Neves, TAP Air Portugal Chief Executive Officer, addressing an audience at Ben Gurion Airport – New York Jewish Travel Guide

NYJTG: That sounds convenient and like a fantastic perk. You mentioned earlier that there are mileage rewards. Could you provide more details on how much mileage one can accrue through these promotions?

Antonoaldo Neves: Certainly, the mileage you accrue now depends on the fare you pay. We’ve transitioned to a system called “revenue-based mileage accruals,” where your mileage is directly proportionate to the amount of money you spend on your ticket rather than the distance flown.

NYJTG: That’s informative; thank you. Are there any other breaking news or updates that we should be aware of?

Antonoaldo Neves: Currently, there are no new developments with the airline. However, we’re always forward-thinking because we prefer to avoid surprises. We typically announce new destinations for the following year around October and November. Our immediate focus is on delivering on what we promised last year. This new aircraft represents a significant step for us. Not only does it enhance passenger comfort, but it also improves operational efficiency, resulting in substantial cost savings. The new generation of aircraft consumes less fuel, boasts extended range, and can accommodate more passengers.

Thank you, Mr. Neves, for your time and the valuable information you’ve shared. I’m sure our readers will greatly appreciate it.

Story and photography by Meyer Harroch, New York Jewish Travel Guide, and New York Jewish Guide.com

The author took part in a press trip sponsored by TAP Air Portugal and Israel’s Ministry of Tourism.