Gol airline faces backlash over direct-sales discount policy

Gol Linhas Aéreas has sparked conflict within the Brazilian travel sector after implementing a pricing policy that offers discounts of up to 20% exclusively through its own direct sales channels (B2C).

The Brazilian Association of Tourism Operators (Braztoa) and the Brazilian Association of Corporate Travel Agencies (Abracorp) have both criticized the move. Braztoa President Fabiano Camargo stated that the association was caught by surprise, arguing that "tariff parity is an unnegotiable foundation for competitive balance" between airlines and B2B intermediaries.

While competitors Latam and Azul reportedly offered similar exclusive B2C deals before retreating following discussions with agencies, Gol maintained the promotion until Wednesday afternoon before reversing the decision. Industry representatives noted that travel agencies mediate approximately 60% of airfare sales in Brazil, particularly in the corporate segment, and expressed concerns that such pricing strategies create business insecurity for end clients.