Brazil's Gol begins buy on board sales

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By Brendan Sobie

Brazilian low-cost carrier Gol has begun introducing a buy-on-board programme in attempt to boost ancillary revenues.

Gol CEO Constantino de Oliveira Junior says the carrier began testing in flight food and beverage sales in May on seven of its domestic flights. He says the response has been positive and the carrier will now expand the programme to include its entire network.

"We started last month with a buy-on-board system on seven daily flights, which were very well received," Oliveira tells ATI.

"The most important thing is not only the source of revenue in terms of buy-on-board but the customer satisfaction. They feel it really is adding value to the service."

Gol's buy-on-board program includes the sale of alcoholic drinks, coffees, sandwiches and chocolate bars. Oliveira says this gives the passengers the option beyond soft drinks and peanuts, which Gol provides for free.

The buy-on-board programme excludes flights operated under the Varig brand. Flights under the Varig brand, which are limited to four international destinations, have a full meal and beverage service.

Oliveira says Gol is also now selling car rentals, hotel stays and travel insurance on its website. The carrier is looking to generate more ancillary revenues and take advantage of its status as the largest e-commerce seller in Brazil. Gol says 79% of its sales are now made on the Internet.