15 Responses

  1. Jamie Freed
    Jamie Freed at |

    Makes sense. Portugal is an amazing place as more and more people who have visited (like me) know, so it is good to have a brand to associate with it. Like Air Pacific rebrand to the very appropriate Fiji Airways.

    1. Seth Miller
      Seth Miller at |

      I guess my confusion on that line of thought is that “Portugal” was already in the name. I know I’m more informed about the industry than many, so “TAP” alone has that connotation to me but I cannot help but wonder if there was a way to make a play on the “TAP” part as in “tap into our history/culture/wine/whatever” and build on that with the national tourism board rather than dropping it completely. TAP Portugal and Air Portugal aren’t all that different. And “Air” just doesn’t present the same marketing opportunities IMO.

    2. Joshua Sauberman
      Joshua Sauberman at |

      Terrible rebrand.

  2. Ivan Acosta
    Ivan Acosta at |

    LMAO….”(or overflowing with capacity in an unsupportable manner which will ultimately collapse the market, depending on who you ask”

    Basically, every other American city is getting 2 flights to Iceland ???????? CVG & DFW are now serviced by WOW & IcelandAir

    1. Brad Mixner
      Brad Mixner at |

      and CLE

    2. Seth Miller
      Seth Miller at |

      More than just the Icelandic pair, Norwegian is bulking up and so are the US legacies. Plus there are the random extra airlines that seem keen to play (e..g Primera – http://blog.wandr.me/2017/07/cheap-tatl-primera/). There’s a lot going on in the market and the legacies especially are complaining about a lack of capacity constraint. While also contributing to the problems.

    3. Greg N
      Greg N at |

      When ABQ gets its flight to Europe we’ll know the market is really out of control.

  3. Robert Dotson
    Robert Dotson at |

    Though I must say I have long loved the TAP livery!

  4. Alastair Majury
    Alastair Majury at |

    Thanks for sharing this update on TAP Air Portugal / TAP Portugal / Air Portugal, regards Alastair Majury

  5. Paulo
    Paulo at |

    I’m all for the return of the original name, Transportes Aéreos Portugueses, which has a lot more personality.

  6. Farewell TAP, Dumping Ayn Rand, Sewing a Button - Rapid Travel Chai

    […] Goodbye, TAP; Hello Air Portugal. […]

  7. brteacher
    brteacher at |

    So, I just flew them for the first time last month, having earlier purchased one of those $407 one-way (sale? mistake?) biz fares that went OSL-LIS-BOS. And I also flew them from the Azores the mainland TER-LIS.

    The TER-LIS flight was terrible. A “business” seat didn’t even get me a cup of water on a 2-hour+ flight, because they were short a person and only had five FAs instead of six, so they did no service whatsoever, even in “business class” — they “focused on safety” — and an LCC flight would’ve been better. In total contrast, my LIS-BOS transatlantic flight was wonderful, with perfect service and delicious food in an excellent seat — a long-haul biz experience that would compare to the very best.

    You mentioned pronunciation in another comment, and that’s a good reason for this rebrand. I didn’t know how to pronounce the name of the airline. Was I supposed to say the letters one by one like “T-A-P” and say them with English sounds or Portuguese sounds? Or was I supposed to put them together like “tap” or “top”? It turned out that the last one is correct, but it’s not the most fun thing in the world to ask someone about an airline when you don’t know how to pronounce the name of it.

    1. Paulo
      Paulo at |

      In Brazil and in Portugal the pronunciation is /Tahp/, where the “a” sounds like that in “archive”.