GOL Linhas Aéreas has taken over Avianca's commercial representation in Brazil, expanding cooperation between the two airlines within Abra Group.
The change focuses on the B2B market. GOL's commercial organization will manage Avianca's flight, connection and product offering for travel agencies, consolidators, corporate customers and other partners in Brazil.
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It does not mean that GOL is taking over Avianca's flight operations in the country. The Colombian airline remains responsible for its services and direct sales channels, while GOL becomes its commercial representative for intermediaries and corporate customers.
The arrangement essentially brings to Brazil a model the two airlines already use abroad, but with their roles reversed. Since 2023, Avianca has handled GOL's commercial representation in Colombia, Ecuador, Chile, Bolivia and Peru, as well as Central and North America.
Integration without merging the airlines
GOL and Avianca became part of the same airline group following the creation of Abra, but continue to operate as separate carriers. Cross-representation allows them to share commercial resources in markets where one has a substantially stronger presence.
In Brazil, that role falls to GOL. The airline serves 66 domestic and 23 international destinations and operates approximately 700 flights per day.
Avianca, meanwhile, has a significant international operation in Brazil. It currently offers 56 weekly frequencies between four Brazilian cities and Bogotá: 28 from São Paulo-Guarulhos, 21 from Rio de Janeiro-Galeão, four from Manaus and three from Belém.
From its Bogotá hub, Avianca offers connections to approximately 80 destinations across the Americas and Europe. The Colombian carrier is also a member of Star Alliance.
The new commercial structure was presented to travel industry representatives during an event in São Paulo attended by executives from Abra, GOL and Avianca. The teams involved have also undergone joint training in preparation for the arrangement.
The decision provides another example of how Abra is integrating commercial activities between GOL and Avianca while maintaining the two carriers as separate airlines.
