X Regional EACD Lisbon Debate over the topic "Going global: Managing Multicultural Effective Communication", 16th october 2012, presentation by André Serpa Soares, TAP Portugal
2. 38-75: TAP doubled its network
Note: destinations in black were operated in 20002000 - 2011
3. Long haul
5 new destinations in Americas – Miami, Porto Alegre, Brasília, Belo Horizonte, Campinas
7 new destinations in Africa – Casablanca, Algiers, Marrakech, S. Vicente, Praia, Accra, Bamako
2000 - 2011
2000 2011
MPM
NYC
MIA
CCS
FOR
REC
NAT
BSB
SSA
BHZ
RIO
SAO
POA
GRU
FNC
LIS
RAK
CMN
ALG
OPO
LAD
TMS
ACC
OXB
BKO
SID
DKR
RAI
VXE
NYC
CCS
FOR
REC
NAT
SSA
RIOGRU
FNC
LIS
OPO
LAD
TMS
OXB
SID
DKR
JNB
MPM
12 new
destinations
in Africa
And Americas
4. Europe
27 new destinations in Europe: Seville, Coruña, Bilbao, Malaga, Valencia, Nice, Toulouse,
Marseille, Lyon, Bordeaux, Manchester, Oslo, Helsinki, Moscow, Warsaw, Hamburg, Dusseldorf,
Vienna, Prague, Budapest, Zagreb, Dubrovnik, Venice, Bologna, Turin, Berlin and Bucharest.
2000 - 2011
2000 2011
OPO
LIS
SVO
AGP
VLCMAD
TLS
BIO
BOD
BCN
MAN
LON
PAR
BRU
AMS
DUS
FRA
LUX
HAM
BER
CPH
OSL
STO HEL
MOS
WAW
PRG
MUC VIE
BUD
BUC
DBV
ZAG
VCE
ZRH
GVA
LYS
MRS
TUR
NCE
MIL
BLG
ROM
FNC
OPO
LIS MAD
BCN
LON
PAR
BRU
AMS
FRA
LUX
CPH
STO
MUC
ZRH
GVA
MIL
ROM
FNC
FAO
27 new
destinations
in Europe
5. América Africa Europa
Evolution nº Weekly Frequencies
Offered by TAP
HUB
Enhancement
From 2001 to 2011, total
weekly frequencies
offered by TAP
increased 217 %
2000 - 2011
6. 150%
100%
50%
0%
-50%
200% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
TAP
AEA
2000 - 2011
Traffic Growth (RPK’S) TAP and AEA airlines average – Evolution
15. Net Profit Margin
2.0%
(0.6%)
(0.5%)
(1.9%)
2.0%
(3.6%)
(2.8%)
(3.4%)
EBIT Margin
3.8%
0.5%
2.2%
0.5%
1.6%
(1.6%)
(2.5%)
(4.1%)
EBITDAR Margin
8.3%
5.4%
12.3%
11.3%
9.5%
9.1%
8.7%
8.4%
TAP HAS ON AVERAGE OUTPERFORMED ITS EUROPEAN AIRLINE
PEER GROUP IN TERMS OF PROFITABILITY OVER THE PAST
3 YEARS, DESPITE ITS UNDERCAPITALISED BALANCE SHEET
Peer Margins (2009 -2011 Average)
Note:(1) 2009 Pro-forma for British Airways and Iberia.
(2) TAP Group EBITDAR and EBIT include losses from associates.
(3) Lufthansa Passenger Airline Group financials for 2011.
Source: Company filings.
S.A.
(1)
SGPS (2)
(3)
19. TAP PROMOTES
PORTUGUESE PRODUCTS
Portuguese wines served onboard TAP
considered of the best in the world
1 million bottles / year
6 of the most reknowned
Portuguese Chefs create meals
for onboard service
The best of Portuguese cuisine
onboard TAP
20. UP MAGAZINE:
SUCCESS IN PORTUGUESE
“Best inflight magazine”
Marie Claire Spain
“World best inflight magazine”
U-city-guides
“Best reading of the moment”
RES Travel Magazine
“A Must”
Monocle
1 million readers / month
The best bilingual vehicle in the
promotion of Portugal and Portuguese
tourism destinations
28. 2009: TAP FLASHMOB
AT LISBON AIRPORT
Over 2 million views
on YouTube
Many new fans to TAP’s
Facebook page
29. 2010
A VULCANO CALLED
EYJAFJALLAJÖKULL
It was quite a challenge!
Thousands of passengers grounded
Call centres overloaded
Desperate passengers turned
to facebook questioning airlines
30. THE BEST SOCIAL MEDIA LEARNING
PROGRAMME: "ON JOB TRAINING”
TAP replied delivering:
• Up to date info
• And the adequate answers to our fans
And gained a multi-disciplinary working team
with a good know-how
36. Corporate communications, Crisis management
COMMUNICATION & PUBLIC RELATIONS
Customer
Service
FACEBOOK
TEAM CALL
CENTRE
Dynamization
(promotion and
competitions)
MARKETING
37. SOCIAL MEDIA IT’S ALL ABOUT CARE
Customer
Service
FACEBOOK
TEAM CALL
CENTRE
Corporate communications, Crisis management
COMMUNICATION & PUBLIC RELATIONS
Dynamization
(promotion and
competitions)
MARKETING
listen
engage
No matter if
a fan likes or
dislikes us,
we want to
38. Gestão de crise e comunicação institucional
COMUNICAÇÃO E RELAÇÕES PÚBLICAS
Serviço
ao Cliente
FACEBOOK
TEAM CALL
CENTRE
Dinamização
(promoções e
passatempos)
MARKETING
SOCIAL MEDIA IT’S ABOUT HAVING CONVERSATIONS
listen
engage
No matter if
a fan likes or
dislikes us,
we want to
39.
40.
41. MANAGING AN AIRLINE
REPUTATION IN TROUBLED
GLOBAL SKIES
André Serpa Soares
TAP Portugal
October 16, 2012
afsoares@tap.pt