One-third of Brazilians know about GOL, while CVC is known by more than a quarter (26 percent) of the country that has a population of more than 212 million people and is the largest Latin American source market for the inbound travel and tourism industry of the United States.
The finding comes from an annual survey of Brazilians conducted by Folha de São Paulo. (Mostly referred to as simply Folha, it is an influential Brazilian daily newspaper and news website, and is based in São Paulo, Brazil’s largest city, which is the de facto business capital of the country.)
The annual edition of Folha de São Paulo that announces the results of its Top of Mind Award for brands in various sectors of Brazil’s economy is a closely watch and much anticipated event. The 2020 survey was carried out by Datafolha and Folha de S. Paulo. The Datafolha is a research institute belonging to Grupo Folha. It was created as a research department for the Folha de S. Paulo newspaper in 1983 and later became a separate company in order to be able to serve external clients.
Data for the year of 2019 show that GOL had 37.7 percent of the domestic and 3.8 percent of the international market share in terms of passengers per kilometer flown, making it the largest domestic and third largest international airline in Brazil. (LATAM airlines, which is the largest Latin America-based airline, with headquarters in Chile, has about 21 percent share of Brazil’s international traffic.)
CVC Increases its Standing: Both GOL and CVC were repeat recipients of the Top of Mind Award as companies most remembered by Brazilians in the travel and tourism market. This year’s survey showed the company with 26 percent of mentions, an increase of five points above the last survey. GOL, meanwhile, accounted for 33 percent of mentions—four points above last year’s index.
CVC’s win this year marked the tenth year in a row that the CVC travel conglomerate has received the honor. Meanwhile, GOL, earned its highest percentage ever, and took top honors for the fourth consecutive year. CVC’s award came at a particularly trying time for the company, which comprises more than a half-dozen major brands (including CVC; the tour operator Grupo Trend; Experimento Intercambio Cultural, which sells educational tours; and Submario Viagens, an OTA). In addition to having financial challenges due to the global pandemic, CVC has been going through the throes of a major reorganization that has seen some long-time employees leaving the company.
2020 Top of Mind Rankings
*The merger of TAM with LAN Airlines into LATAM was completed in 2012; even so, many in Brazil still refer to the company as TAM.
2020 Top of Mind Rankings
Datafolha has breakdowns and breakouts of the information related to the Top of Mind survey. For more on what it does and has to offer, visit: http://datafolha.folha.uol.com.br/produtos/datafolhabrasil/