Ricardo Bezerra, general manager of the commercial area at Azul Linhas Aéreas, details the strategy and strengthening of air connectivity in Brazil

After more than a decade leading the commercial area of ​​Azul Viagens, Ricardo Bezerra is experiencing a new phase within the airline. The executive recently assumed the position of general manager of Azul Linhas Aéreas, now leading the entire commercial sales department, focusing on the integration between different market segments and the strengthening of the national air network.

New position broadens the company's strategic vision.

The change represents an important step in Bezerra's career at Azul. "After 11 years leading the commercial side of Azul Viagens, I moved to the commercial side of Azul, to take on the entire commercial sales management role," stated the general manager of the area. According to him, the new challenge brings a broader vision of the business, with direct involvement in all of the company's commercial fronts.

The main objective, according to the executive, is to strengthen the relationship with the trade and demonstrate that different models can coexist. "The main role is to strengthen this relationship with the trade, to show that operators can coexist with Azul Viagens itself, and to pay attention to all segments," explained Bezerra, citing tour operators, the corporate market, consolidators, and OTAs.

Business strategies designed for each partner.

In practice, Azul's new commercial structure focuses on customized solutions for each partner. According to Bezerra, the company individually analyzes the profile and potential of each company to build more efficient and sustainable strategies.

According to Ricardo Bezerra, Azul develops a tailored commercial strategy for each partner, taking into account the characteristics and strengths of each business. For him, the success of the relationship is only possible when there are gains for both sides. "If only I am winning and they are not winning, it doesn't work. What works is when both of us, together, work and offer the best for the end customer," stated the Azul Linhas Aéreas executive.

Consistent investment in tourism and domestic destinations.

Strengthening domestic tourism remains one of the company's pillars. Present in more than 130 destinations in Brazil, Azul maintains a close relationship with the states and tourist destinations in Brazil, investing not only in flights but also in the joint promotion of the regions.

“Azul is a company that believes in Brazil, that has always believed in it,” Bezerra emphasized. For him, stimulating domestic travel is an essential part of the company's strategy. “The more we can support people to travel within Brazil, the better,” he stated, highlighting the constant dialogue with state governments to expand passenger flow and strengthen local economies.

Brazilian identity as a distinguishing feature of Azul.

According to Ricardo Bezerra, Azul's main advantage lies in its ability to connect the country extensively, including serving inland cities and regional markets. The diversity of its fleet is one of the factors that makes this strategy possible.

“Today we have aircraft ranging from 9 seats for regional flights, models with around 70 seats, and jets with 118, 136, and 174 seats in the domestic network, which allows us to reach practically anywhere,” he explained. According to Bezerra, this capillarity directly impacts regional development. “We help local businesses take their products to major centers and contribute to each microeconomy,” he stated.

He emphasizes that the company goes beyond air transport. "I say that Azul, in addition to being an airline, is a people-oriented company that thinks about and works with people," said Bezerra.

Hubs strengthen national connectivity.

The operation, structured from the hubs of Viracopos, Recife, and Confins, ensures efficiency in the air network and expands connection options for passengers. According to Bezerra, this organization allows for quick travel between different regions of the country.

"Through our three hubs, you can travel from one corner of Brazil to another very easily," the executive stated, reinforcing Azul's role as a link between major centers and inland cities.

International expansion with strategic routes

In addition to its strong domestic presence, Azul maintains an international operation focused on strategic routes. Confins Airport, in Belo Horizonte, concentrates flights to Orlando and will now have a new connection to Uruguay.

“Today Confins has flights to Orlando and, starting in March, it will begin operations to Montevideo, which is already on sale,” announced Bezerra. In Latin America, the company also operates flights to Punta del Este, in addition to maintaining a seasonal route to Curaçao.

According to the general manager of the commercial area of ​​Azul Linhas Aéreas, the international strategy complements the national network and expands the possibilities for Brazilian passengers, always with a focus on the country's connectivity. "Azul's great work is connecting Brazil and taking Brazilians wherever they want to go," he concluded.

Reporting and photo: Mary de Aquino.