Azul Airlines is Brazil’s largest airline by number of departures and cities served, operating over 800 daily flights connecting 130+ destinations. It is a brand built on customer affection, recognized by TripAdvisor as the "Best Airline in the World" in 2020 and ranked second globally for punctuality in 2023.
loyalty program members
most punctual airline globally (Cirium, 2023)
daily flights
destinations served
In 2009, Azul launched Azul Fidelidade, a loyalty program designed to reward customer engagement across the airline and its business units, like Azul Viagens and Azul Cargo. The premise was simple: the higher the engagement, the better the customer experience.
But as the airline soared, its backend systems began to drag. Shortly after launch, the Azul team realized their existing system was hitting the ceiling, becoming a technical and product limitation that stifled the growth they were aiming for.
In the high-stakes aviation industry, reliability is non-negotiable. With millions of members, even a single minute of downtime can result in significant operational impact, revenue loss, and a fractured customer experience. Azul needed to swap out their engine while arguably still in mid-flight, requiring a robust, bulletproof solution.
Azul faced a difficult mission. At that time, the Brazilian market was uniquely challenging, and finding a partner with specialized airline loyalty expertise was no small feat. They needed a partner with a mature, reference-grade solution and a roadmap capable of supporting long-term evolution.
That search led them to Comarch.
We need a system that is reliable and scalable. Today, Comarch is a partner that is deeply committed and actively involved in ensuring system stability." Christian Gruber Delamare
IT General Manager, Azul Airlines
Azul chose Comarch not purely for the software, but also for the strategic partnership. They recognized Comarch as a company that could guarantee performance during critical retail periods, like Black Friday, while enabling complex campaign development.
The transition involved migrating to a sophisticated loyalty management platform designed to handle the complexity of a major airline. Comarch provided an ecosystem ready for modern demands, including:
Our platform allowed Azul to tailor the digital journey: changing colors, flows, and messages to match each traveler’s profile, ensuring a truly personalized experience.
Migrating a loyalty platform is notoriously complex, involving intricate data migration and system integrations. However, Comarch approached this more as a close-to-the-client collaboration rather than a transactional IT project.
Since the partnership began in 2011, Comarch has worked alongside the Azul Fidelidade business team to support functional growth. This involved a hands-on process stretching from initial workshops to go-live and continuing into ongoing support.
We have built an ecosystem that is ready for the implementation of features such as multi-partner capabilities, household functionalities, and the accumulation of very large volumes of points. This was a crucial aspect that we envisioned from the very beginning of our cooperation with Azul Airlines."Luiz Felipe Paveloski Caper
Business Director for Latin America at Comarch LATAM
With Comarch’s platform as its technological backbone, Azul has achieved remarkable milestones, transforming Azul Fidelidade into a powerhouse of engagement.
Key Achievements:
That is why I feel very confident having Comarch as a major strategic partner on this journey. Together, we pause, analyze, understand the situation, and arrive at the best solution for our customers — something that is essential to positioning our loyalty program and our airline as leaders in our market."Raffael Fappiano Neto
Senior Loyalty, Product and Projects Manager, Azul Airlines
