Air Canada Buttresses its Position in the European Market

Air Canada is the queen of the Canadian skies, not only because it is the largest national airline, but also because it is the only one in all of North America that holds a 4-star rating from Skytrax, an organization that evaluates the quality of various airlines worldwide. Air Canada travels to five continents and has a history spanning over 85 years.

Recently, the company expanded its flights to Madrid, prompting Caribbean News Digital to interview Miguel Da Costa, the sales account manager for Spain, to learn about their projections.

First of all, what does this rating mean in the aviation industry?

It is one of the most important awards given worldwide, and for us, it is a great recognition that endorses us as one of the best airlines in North America in terms of customer service, but also in terms of the safety of our aircraft.

How is Air Canada's fleet currently composed?

We currently have around 5,000 aircraft operating worldwide, most of them obviously in Canada, which is our strongest market, especially for domestic traffic. However, this number will increase as we have placed an order for 18 Dreamliners that will arrive between 2026 and 2030. Additionally, in 2026, 20 units of the Airbus 321 XLR, an aircraft with more range, will join our fleet, helping us to enhance international routes and maintain year-round flights.

What principles is Air Canada's philosophy built upon?

We have several principles that primarily focus on offering the best customer care and service. We also heavily rely on the "wing as one" philosophy, which we also call "all together." Among employees, we strive for the same goal: to improve the company and maintain safety and control standards to provide good but also safe service.

Specifically on this topic, how do you handle corporate sustainability?

We currently have various actions in place. In Canada, we have a goal of zero emissions by 2050. We use SAF, the biodegradable fuel, which we are increasingly using and incorporating into our flights. We undertake ecological actions such as reforesting forests, cleaning beaches in Canadian seas, etc. Recently, we have made all our merchandising recyclable to be even more sustainable.

Aligned with this approach is also the fact of acquiring sustainable fleets like the Dreamliner, an aircraft that consumes 25% less fuel, and the 321 QCDR, which averages 30% less fuel consumption and can use SAF, a biodegradable fuel for those flights.

We also have CO2 compensation through our Green First tariffs, where corporate or vacation customers can pay a little more and contribute to the environment.

How does Air Canada manifest diversity, equity, and inclusion?

Inclusion and equality are very important to us, both in treating employees and customers. We seek a balanced representation of men and women at all levels. In fact, most executive positions are held by women.

What challenges and expectations do you have with the new Montreal-Madrid route?

It is a clear and significant commitment to the Spanish market, as since the pandemic, we only had seasonal flights during the summer months. After the pandemic, we realized there is growing demand from North America and Canada, especially for Southern Europe. Therefore, we are also focusing on these Southern European markets, such as Spain, Italy, and Portugal, where we will maintain year-round flights for the first time. It is a great challenge that we face with a lot of enthusiasm, dedication, and hard work. I believe it will help both vacation options and the corporate side, as there is increasing Canadian investment in Spain and Spanish investment in Canada.

This new Montreal route will not only allow us to connect with any destination in Canada but also with multiple destinations in the United States and the Caribbean. Thus, it will also be an entry point for vacationers who did not have a direct flight to Jamaica, for example, but will be able to do so via Montreal with our flights, with a quick, simple, and comfortable connection.

How does the co-marketing agreement with the Madrid City Council work?

It is an agreement we have made with the Madrid City Council to run an advertising campaign in various media and platforms through a series of presentations in Toronto, Montreal, and the United States with the help of the Madrid City Council, Madrid Destino, and Tour España to promote Madrid's attractions as a tourist destination and a connection point to other Spanish cities, such as the Canary Islands, for example. In Canada and the United States, there is a significant interest in wine tourism, and Madrid has a lot of wineries, making it an interesting stop for this type of tourist.