GOL Linhas Aéreas is champion in Folha Top of Mind 2020, an annual survey promoted by the Folha de S.Paulo newspaper that reaches its 30th edition, announced this Thursday (29/10). The largest domestic airline in the country is the brand most ed by Brazilians in the Tourism – Airline category.
With 33% of mentions, four points more than the 2019 survey and its highest percentage in history, GOL receives the award for the third consecutive year. Among men and in the age group between 25 and 34 years old, the Company exceeded the average: 37% and 42%, respectively.
To reach the winning brands, Datafolha interviewed 7.584 Brazilians aged over 16 years. From the question “What is the first brand that comes to your mind?”, the research institute maps the results into different categories of services and products, based on spontaneous responses from the public.
The 2020 edition of Folha Top of Mind surveyed 71 main categories, as vast as they are essential, such as Tourism, Communication, Food, Hygiene and Beauty, Electronics and Shopping. There are also 7 other special mentions, including Trust and Innovation, Performance, Environment and Male and Female, not to mention the grand prize, the Top of the Top: the favorite brand of all, without distinction of categories.
About to complete 20 years of history, in January 2021, GOL relies on four pillars during the pandemic: Health and Safety, Empathy, Innovation and Recovery. This year, the crisis generated by the coronavirus brought countless difficulties to all sectors of the economy, with emphasis on air travel, which required the Company to act quickly to preserve resources and, above all, to reinforce care for the Safety and Health of its employees. Clients, Collaborators and partners, number 1 value of the Company.
Innovation is a differential in its trajectory in Brazilian commercial aviation. Solutions implemented in recent years by GOL were of immense value during the hardest months of the pandemic. Its recognized pioneering spirit was able to introduce Customers, two years ago, to check-in by facial biometrics - or Selfie Check-in -, which allows avoiding human in processes at airports and, consequently, reduces the risk of contamination by Covid -19.
In the middle of this year, another novelty: check-in via WhatsApp, combining practicality and autonomy. And, in September, the translation into Libras on board, indicated for people with communication difficulties, something that can be accentuated by the mandatory use of masks, instituted by the Company since 10/5.
After introducing the world to GAL, its self-service robot, in 2019, this month it was the turn to put the telepresence robot in POC (proof of concept) at the international airport of Guarulhos. Piloted remotely by GOL attendants, the new device allows Customers to ask questions and check in using just their voice, without touching the screen and without having to go to the counter or airport agents – but always with the of an online professional. One more safety factor in times that require alertness and extra care.
The Company holds 40% of the national market and has the purpose of “Being the First for All”. It carries the DNA of diversity since its foundation, which is reflected both in the public that serves and occupies its aircraft with plurality and in the internal public: Employees of all races, ages (including 50+) and genders, an open and inclusive posture who believes in difference as a trigger for the new and for creativity.
Simple, humane and intelligent, GOL realized at the beginning of the pandemic the urgency of the word solidarity: looking with empathy towards its Clients, partners, suppliers and society, in search of the common good. It was the first national company to offer free airline tickets to health professionals who need to travel across the country to provide care to Covid-19 patients. In August, the company also launched, in partnership with the Spray Content agency, the Próximando Distances initiative, a non-profit portal for the sale of art, handicrafts and regional cuisine, with delivery throughout Brazil, whose objective is to collaborate with the Brazilian tourism ecosystem, so affected by the coronavirus.
“We live in times when information has definitely become the most valuable item, and this implies that Security and the Customer are at the forefront. GOL continues to learn from the pandemic and is betting that, with creativity and responsibility, we will manage to get through it and stay on the right path. In this moment of conscious resumption of tourism in the country, we have the role of generating trust and clarifying how safe it is to fly”, says Loraine Ricino, director of Marketing, External Communication, Digital Channels and Sustainability at GOL.
The results of the survey conducted by Datafolha were announced in an online ceremony (previously and individually recorded by the brands, to avoid crowds). In this 30th edition of the award, the institute conducted the analysis by telephone, involving all Brazilian regions.
