Lacte 21: Aline Mafra from LATAM bets on new Embraer jets to expand regional aviation in Brazil

The executive began her professional journey at the company and built a career path that spans strategic areas of the business.

“It’s true that LATAM was my first job with a formal employment contract. Of the 20 years I’ve been there, I’ve mostly worked in back-office areas,” says Mafra. Throughout that period, she worked with pricing, flight network management, and sales channel strategy, consolidating a broad view of the industry.

Four years ago, she took on the role of Sales and Marketing Director in Brazil, expanding her interface with the market. “In some way, I've worked in business areas that have made me an aviation specialist, with all due modesty. But, in 20 years, that's a lot of learning, even more so in an industry that is super complex and super dynamic,” the director emphasizes.

Embraer expands the reach of its domestic network.

The most emblematic announcement of this cycle is the incorporation of Embraer aircraft into the domestic fleet. Until then, the operation was mainly concentrated on models from the Airbus A320 family — which includes the A319, A320 and A321 aircraft — suitable for operations in large urban centers.

According to Mafra, there was room to expand into regional markets. "When we talk about Embraer, it breaks through our ceiling on how far we can go," he says.

The company has ordered dozens of aircraft, with initial deliveries scheduled for the last quarter of this year, starting in October. "This will be one of the fastest deliveries ever made by Embraer to LATAM," he emphasizes. The expectation is to significantly expand the number of airports served and strengthen direct connections between cities that currently depend on hub connections.

New VIP lounge raises standards in Guarulhos.

Another major investment is the construction of the largest VIP lounge in Latin America at Terminal 3 of Guarulhos Airport, the largest airport in Brazil.

The space will cover almost 5,000 square meters and will cater especially to international demand. Currently, Platinum cardholders or passengers in premium cabins—business and premium economy—already have access to the company's lounges.

The expansion accompanies the growth of international operations and reinforces the brand's positioning with a higher-value audience.

Premium Comfort expands options for long trips.

With an eye on the demands of the corporate market, LATAM has announced the creation of an intermediate cabin on long-haul flights. Named Premium Comfort, it will be positioned between economy and business class.

"The creation of an intermediate cabin on long-haul aircraft, between economy and business class," is, according to Mafra, one of the most significant launches in the recent portfolio. The new class will begin to be sold this year, with operations scheduled to begin next year.

The proposal caters to companies that wish to offer more comfort to their employees without necessarily opting for business class, expanding alternatives within their travel policies.

Connectivity and entertainment as a competitive advantage.

Onboard connectivity is also part of the modernization package. "Today, our entire domestic and South American fleet, the single-aisle aircraft, already have internet," explains Mafra.

Now, the company prioritizes installing internet on twin-aisle aircraft, used on long-haul routes. "Long-haul planes didn't have internet before. And we've increased our international offerings so much that many planes are now flying during the day—and the customer has noticed," he says.

In addition, passengers can access LATAM Play content directly from their mobile phones, with a robust catalog of films and series negotiated with major studios, complementing the individual screens available on larger aircraft.

Growth strategy focused on experience.

Recognized as one of the most preferred airlines in South America, LATAM projects consistent growth through 2026, underpinned by financial strength.

"My expectation, whether for 2026 or for the medium and long-term future, is to offer more options, to have better products and experiences for those who want them," says Mafra.

The executive emphasizes that the goal is to combine expansion with a personalized journey, offering everything from priority boarding to different cabin categories, without losing the annual growth rate of between 8% and 10% in supply.

Lacte 21 strengthens ties with corporate tourism.

As a sponsor of Lacte 21, promoted and organized by ALAGEV, LATAM reinforces its commitment to the corporate travel and events segment.

“We’ve been partners with this event for several years now because, ultimately, everything involving corporate travel and corporate events is our focus, but it’s also our focus when we design products,” says Mafra.

According to the executive, the meeting is strategic because it brings together both the agencies that serve companies and the corporate clients themselves. "So we talk to both the company and the agency that executes and operationalizes all these business trips," she emphasizes.

With over 40% market share in capacity in the region and a robust, expanding network, LATAM consolidates its position as a leading player in Brazilian aviation, aligning operational growth with product innovation and close relationships with the corporate market.

Reporting by: Mary de Aquino.

Photo: Divulgação Latam.