The airlines market in Brazil has been growing steadily. This occurs, among other factors, due to increased population purchasing, national economic stability, and also to the great events taking place in the country in the coming years. Along with this growth, it also increased the number of airline competitors. At the same time, consumers face more choices, becoming more demanding and less loyal to a brand or product. Therefore, companies are migrating from a transactional model to the relational model relationship in order to develop a relationship in the long term loyalty of its customers. Today in Brazil, TAM has the oldest and largest loyalty program of airlines in order to reward frequent fliers, called TAM Fidelidade. This study aims to analyze the effectiveness of this program in relation to consumer choice by the airline. To this end, questionnaires were collected, filled by consumers who participate in the program TAM Fidelidade. Among the most important conclusions obtained through this study, we highlight the fact that customers participating in the program, in almost all aspects, favor the airline TAM, although they are still very price sensitive.