About this episode

In this episode, Iztok Franko interviews Sara Walter de Freitas about her journey and insights on digital transformation at 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/

People in this episode

Host: Iztok Franko

Guest: Sara Walter de Freitas

Topics covered

• airline digital transformation
• ecommerce strategies

Mentioned in this episode

Organizations: TAP Air Portugal, 815Labs

Places: Lisbon

More episodes of The Diggintravel Podcast

• How Airlines Become Data Driven: What Five Years of Airline Consulting Taught Me About Data · June 11, 2026 · 23 min
• Airline Leaders Interview Series – Jason Ward [Azul Airlines] · November 5, 2025 · 37 min
• Airline Leaders Interview Series – Juliana Ramirez [Flair Airlines] · October 20, 2025 · 51 min
• Airline Leaders Interview Series – Sevilay Gökduman [Pegasus Airlines] · May 30, 2025 · 42 min
• Airline Leaders Interview Series – Ismael Monzon [Air Europa] · April 17, 2025 · 50 min
• Airline UX Series: Lessons in Building Digital Products & UX Teams and Solving the Build vs. Buy Dilemma · March 11, 2025 · 59 min

Explore listener stats, chart rankings, contacts and more on the The Diggintravel Podcast podcast page.