In recent years the middle class, whose family income is between 291 and 1,019 reais, is increasing their purchasing power. It is also identified that pacifications in communities of Rio de Janeiro, led to more job opportunities and income. This study aims to understand how the habits and purchasing behavior of consumers in the neighborhood of Rocinha, relating to the consumption of airline tickets. Through empirical and literature researches with consumers and travel agencies, it aimed to analyze issues like purchasing power, cultural, media buying and impacts generated by them. Problems with the Internet, as well as major complaints and experienced at the time of purchase and use of the service.