Exclusive Interview with Marcelo Kaiser COO AVIATION - AVIAREPS

As the COO of AVIAREPS Aviation, could you share your perspective on the company's recent movements and key achievements in the aviation sector?

I am proud to share that the past two years have been a period of remarkable growth and strategic innovation for our company. One of our most notable achievements is the addition of over 30 new airlines to our global portfolio, a testament to our strong reputation as a trusted partner in the aviation industry. 

In addition to our expanding portfolio, we are placing a strong focus on the Cargo sector. We recently appointed a new Global Head of Cargo, whose leadership is already driving momentum in this space. Cargo is a fast-paced industry, and we believe it has great growth potential. It connects economies throughout the world, transporting valued goods and bringing a country's exports to markets quickly. Leveraging the extensive experience of our aviation experts and their deep local market knowledge, we are actively connecting airlines with freight forwarders and logistics providers to ensure seamless transport solutions. 

At AVIAREPS, we are passionate about shaping the future of aviation, and our recent innovations and achievements reflect our determination to continue raising the bar for excellence in this dynamic industry.
With AVIAREPS representing a growing number of global aviation clients, what strategies have been most effective in strengthening these partnerships and attracting new airline clients?

At AVIAREPS, the foundation of our success lies in the unique combination of our global network and local expertise. With over three decades of profound experience in the aviation sector, we’ve cultivated a deep understanding of the industry and its evolving dynamics. This expertise, paired with trusting relationships built over many years, has allowed us to strengthen our partnerships and attract new airline clients.

Quality is at the core of everything we do. We are dedicated to delivering top-tier services and results, ensuring our airline partners receive the support they need to thrive in competitive markets. This commitment extends to investing in the right people. Recruiting, training, and retaining the best talents remains one of our pillars, as we believe that having the right team in place is essential to building and maintaining long-term partnerships.

Another key differentiator is our network of fully owned offices worldwide. This structure grants us the autonomy to make strategic decisions on a local, regional, or global level, ensuring we can adapt quickly and tailor solutions to the specific needs of our partners. By empowering our teams on the ground, we provide a unique blend of global reach and local insight that consistently delivers value.

These strategies have enabled AVIAREPS to remain a trusted partner to our clients, driving growth and innovation while navigating the ever-changing landscape of the aviation industry.

Looking ahead to 2025, what are the key trends you foresee in the aviation industry, and how do you think they will influence airlines and passenger behaviors?

As we look ahead to 2025, we expect significant transformations in the aviation industry shaped by evolving traveller expectations and technological advancements. One key trend we foresee is the growing importance of social media as an information channel. Travellers today are more informed than ever, relying heavily on first-hand influencer experiences, reviews, and real-time updates online. Airlines that effectively leverage social media to engage with passengers, share authentic content, and address feedback transparently will have a competitive edge in building trust and brand loyalty.

Another critical development is the decentralization of main hubs. Thanks to advancements in narrow-body aircraft like the Airbus A321neo and Boeing 737 MAX, airlines can now operate longer routes efficiently, enabling direct flights between secondary cities. This shift is opening up more point-to-point connections. It also creates opportunities to stimulate demand and cater to underserved markets, offering travellers greater flexibility in their itineraries.

Additionally, we are witnessing a rise in interest in niche destinations. Travellers increasingly seek unique, off-the-beaten-path experiences, driven by a desire for authenticity and adventure. This trend is further supported by the growing number of point-to-point connections, which make these destinations more accessible than ever before. Airlines that capitalize on these emerging markets can tap into new revenue streams and differentiate themselves in a competitive landscape.

In this dynamic environment, it will be essential for airlines to remain agile, leverage data-driven insights, and continuously adapt to changing passenger behaviours to stay ahead of the curve.Technology continues to reshape the aviation landscape. How is AVIAREPS leveraging technology to support its clients and stay ahead in this competitive industry?

Technology is a key driver of innovation in the aviation industry, and at AVIAREPS, we are leveraging it to support our clients and maintain a competitive edge. Last year, we launched AVIAHUB, an NDC/API platform designed to connect the travel trade directly with our 130+ airline partners, enabling airlines to reduce distribution costs and enhance their efficiency. We started the roll out in Europe in 2024 and we are excited to extend it to Asia in the second half of 2025. This platform represents a significant step in modernizing airline distribution and optimizing cost structures for our clients.

In 2022, we also launched the AVIAREPS Ecosystem, a groundbreaking digital platform that empowers brands to market their products to a global community. This platform consolidates various digital marketing solutions into one unified hub, allowing clients to reach travel trade professionals and media worldwide. Whether it’s a specific market campaign, a multi-country approach, or a global initiative, the Ecosystem offers tools like landing pages, campaign websites, webinars, online press conferences, e-learnings, and virtual events. With just a few clicks, clients can promote their destination, airline, hotel, or attraction to potential trade partners across the globe.

As digitalization continues to transform the travel experience, we are also embracing the potential of AI. By investing in training and closely monitoring AI developments, we are exploring how this technology can further support our clients, enhance decision-making, and optimize operations.

Sustainability is becoming a critical focus in aviation. What role does AVIAREPS play in promoting eco-friendly practices among its airline partners?

Sustainability is a vital consideration for the future of aviation and tourism, as travellers increasingly prioritise eco-friendly options and seek destinations that embrace sustainable practices and eco-tourism. Long-term sustainability is not only essential for preserving the natural and cultural heritage of destinations but also for meeting the expectations of a more environmentally conscious traveller base.

As representatives of our airline partners, AVIAREPS plays a supportive role in their sustainability journeys. While we cannot directly influence the measures our clients choose to implement, we are fully committed to standing by their side, offering guidance and aligning with their efforts to promote eco-friendly practices. This collaboration is becoming even more crucial as climate change continues to impact travel, with extreme weather events and wildfires affecting an increasing number of destinations.

In addition to this, we are actively exploring partnerships with specialized companies that provide global compensation programs. These initiatives could enable us to support our partners and their passengers in offsetting carbon emissions and contributing to sustainability goals.

At AVIAREPS, we believe eco-friendly travel will continue to grow in importance in the coming years. By fostering collaboration and supporting our airline partners in their sustainability efforts, we aim to play a meaningful role in shaping a greener and more responsible future for aviation and tourism.

The aviation industry faces challenges such as fluctuating fuel prices, regulatory changes, and evolving customer expectations. How is AVIAREPS preparing to navigate these complexities?

At AVIAREPS, we are fully equipped to help our airline partners navigate these complexities with agility and expertise. One of our key strengths lies in our network of local specialists who deeply understand their respective markets and regulatory landscapes. This allows us to support our clients in complying with local authorities, adapting to new policies, and ensuring alignment with evolving rules. 

While we cannot control the variable costs that constitute a significant portion of airlines’ expenses - fuel prices being a prime example - we recognize the immense impact these factors have on airline performance. Our role is to work closely with our partners to anticipate and mitigate these challenges, helping them adapt their strategies to maintain resilience during economic fluctuations or recessions.

We are preparing for these challenges to persist throughout 2025, and we’re committed to supporting our airline partners every step of the way. By fostering collaboration, offering tailored solutions, and leveraging our market expertise, we aim to help our clients weather the current uncertainties and emerge stronger.

While the road ahead may be challenging, we remain optimistic that in the years following 2025, conditions will improve for the industry, and we will continue to play a pivotal role in helping our partners seize new opportunities.

As a leader in the aviation GSA sector, what are AVIAREPS’ long-term goals, and how do you envision the company evolving to meet the demands of a dynamic