Airline Leaders Interview Series – Sara Walter de Freitas [TAP Air Portugal]

This is the third episode of our 2025 Airline Leaders Series, brought to you in partnership with 815Labs!

In this series, we speak with top airline digital and ecommerce leaders to uncover how they drive growth, optimize digital performance, and build smarter strategies for the future.

For this episode, we traveled to Lisbon to meet with Sara Walter de Freitas, Head of Digital & eCommerce at TAP Air Portugal.

In this episode, we talk about:

• Sara’s unique journey—from a marketing intern at TAP to leading its digital transformation

• The 3-year transformation model: Assess – Fix – Accelerate

• Why cultural change is harder (and more important) than tech upgrades

• How consistency, trust, and resilience shape better airline digital experiences

• The role of experimentation, data, and collaboration in driving smarter decisions

This episode is full of actionable insights for airline digital, UX, product, and ecommerce professionals navigating complex transformation and customer experience challenges.

RESOURCES: Full article with highlights and takeaways from this episode: https://diggintravel.com/airline-leaders-interview-series-tap-air-portugal/