🇧🇷 Cracking the Brazilian Market — A Go-To-Market case Study for Skyscanner

Expanding into new international markets is both exciting and challenging. With Brazil's $20 billion travel market projected to grow at 8% CAGR over the next five years, the opportunity is enormous—but competition is fierce. So, how did I craft a winning Go-To-Market (GTM) strategy for Skyscanner to successfully enter Brazil? I break it all down in my latest case study, now available on Global Edge Consulting.

📊 Understanding the Brazilian Market Landscape

To succeed in Brazil, brands must navigate a mobile-first audience, fierce competition, and cultural nuances. Here are some key insights from the case study I developed for Skyscanner:

✅ Market Size & Competition: Brazil's travel market is dominated by Decolar (35% market share), followed by Booking.com (20%) and Expedia (15%). Skyscanner holds a 5% share, leaving room for growth.

✅ Consumer Behavior: With 70% of online travel bookings made via mobile, focusing on app-based strategies is crucial. Brazilians also rely heavily on social media and influencer marketing when making travel decisions.

✅ Opportunities & Challenges: While Brazil's growing middle class drives increased travel demand, brands face language barriers, regulatory complexities, and fierce local competition.

📣 A Multi-Channel Marketing Approach

Skyscanner’s strategy hinges on a 360-degree marketing funnel that targets every stage of the customer journey—from awareness to advocacy:

1. Awareness
   Geo-targeted paid ad campaigns in major metropolitan areas like São Paulo and Rio de Janeiro
   Culturally relevant ad creatives for key holidays like Carnival and New Year’s Eve
   Partnerships with local influencers and YouTube travel vloggers
   

2. Consideration & Conversion
   Localized O&O channels: A Brazilian-specific blog, social media, and in-app messaging
   Strategic payment and hotel partnerships offering exclusive discounts

3. Loyalty & Advocacy (Long-Term Plan)
   A tiered loyalty program to reward frequent users
   Referral incentives to drive organic user growth

🔥 Why This Case Study Matters

This deep dive into my GTM strategy for Skysanner provides actionable insights for any brand looking to expand into emerging markets. You’ll learn:

• How to navigate local consumer behaviors

• Key localization tactics for market entry

• A step-by-step GTM framework for successful international expansion

📥 Download the full case study now and discover how to craft a market-specific strategy that delivers real results.

👉 Get Your Free Copy on Global Edge Consulting

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