Cheaper skies.

Discount air travel is a new concept in Brazil, where airlines have traditionally catered to upscale customers. Gol is not the only airline to challenge the big four. At least three other carriers have grabbed market share since aviation authorities deregulated airfares in 1998, allowing charter airlines to sell tickets on the retail market. The Civil Aviation Authority is currently processing requests for 11 more airlines, including at least one more domestic passenger airline. Last year's joint study by Brazil's Civil Aviation Authority (DAC) and the Finance Ministry's Department of Economic Studies found "tickets were more expensive in Brazil than in other major markets due to a lack of competition."