TAP Portugal Airlines’ Value Proposition for Family Travelers

One has to look no further than this website to grasp Portugal is an ideal destination for multigenerational and family travel. TAP Air Portugal, Portugal’s national carrier, certainly gets it and is now betting on that heady blend of history, food, beaches, green space and climate to reel in more family travelers of all ages from outside Europe and their original markets. Its ambitious plan is two-fold: adding more North American and European hubs while offering a free Portugal layover of up to five days en route to another destination.

While TAP’s U.S. routes long included New York, Boston, Toronto and Miami, this summer’s addition of Chicago, San Francisco and Washington D.C. routes, as well as a Newark–Porto route, promise to broaden the airline’s appeal beyond its competitive fares. The recent launch of Dublin and Tel Aviv gateways, meanwhile, are significant in that Irish Americans, Jewish Americans and other groups planning religious or family heritage travel will have a new air travel options as well as the benefit of a bonus Lisbon layover.

“We recognize that American families generally don’t have as much time to travel with work and school schedules, prompting them to plan a fixed time for their family vacations,” says Antonoaldo Neves, the airline’s CEO, remarked at a Tel Aviv reception following the airline’s first Lisbon–Tel Aviv flight in April. “Regardless of whether or not the family’s final destination is Tel Aviv, Dublin, or another European city, our stopover program delivers extra value with a stay in Lisbon, which enables family to broaden the scope of a family vacation without a huge jump in airfares.”

Although San Francisco was added because of its status as a business and tech hub, Neves says family travel was just as important a factor in expanding TAP’s presence in the United States through a West Coast gateway. He also commented the level of service for families traveling in economy and business class would also be held to a high standard as those extended to business travelers.

“I have kids, including a 5 year old, 11 year old and 13 year old, and I can tell you from experience that a kids’ menu and amenities make a big difference,” Neves affirms. “My kids happen to enjoy flying TAP, and this says a lot as my 5 year old is a very picky eater, and when she says she loves the kids’ meals, that says a lot. In our view, the most important thing we can offer families is good service. It’s important that our crew members care about families, especially when it comes to the team meeting them at the airport before boarding and the team they’ll encounter in flight. Nothing is more important than good service, that security in knowing if there is a problem, a flight attendant or staff member will be available to help resolve it.”

The maiden five-hour flight from Lisbon to Tel Aviv reflected the airline’s efforts to provide a fresh alternative to other airlines flying to Israel. While the up-to-five-day free layover in Lisbon on the front or back end of a Holy Land trip is appealing, the biggest draw is new Airbus A321LR aircraft with near spotless interiors. The food presentation, particularly in business class, is nicely done, especially with the emphasis on specific Portuguese flavors and products. Business-class amenity kits, meanwhile, are another bright spot, capturing the personalities of Portugal’s most popular destinations. The bags feature whimsical illustrations of Porto, Madeira and other cities and showcase homegrown skincare brand Castelbel. The packs also feature argyle socks in a fabric that is kind to feet but also thick enough to withstand unforeseen surprises that may come up on the floors.