The Market Monitor Minding the Nation's Business
Flag carrier Philippine Airlines (PAL) marked its 75th anniversary last year by unveiling a new marketing campaign called Heart of the Filipino and along with it a goal of becoming a five-star airline within five years.
The momentous event was also celebrated through the release of a coffee table book and a commemorative postage stamp were unveiled, together with the traditional exhibit of historical photos and memorabilia.
Three of the country’s best contemporary singers – Leah Salonga, Bamboo and Sarah Geronimo – gave life to PAL’s new theme song, “The Heart of the Filipino,” igniting a global campaign that associated heartwarming Filipino service with the flag carrier.
PAL now aims to rejoin the league of the world’s best airlines, to be ranked five-star by Skytrax, a global airline rating organization.
Inside PAL, employees’ mantra is to “Get That Star” – soliciting personal staff commitments to ensure passenger expectations are exceeded.
In 2016, PAL announced an impressive financial performance of $134.42 million comprehensive income for 2015, which is a six-fold leap over the previous year.
As a result, the Centre for Asia-Pacific Aviation (CAPA) named PAL as Airline Turnaround for the Year 2016.
During the year, the airline took delivery of seven new aircraft – two Boeing 777-300ERs and five Airbus A321s – bringing the PAL fleet to 81 aircraft by yearend. The aircraft deliveries continue until year 2024.
An expanded fleet allowed PAL to fly to four new international destinations (Kuwait, Jeddah, Doha, Saipan), open new routes (Cebu-Singapore, Cebu-Los Angeles, Manila-Taipei-Osaka, Cebu-Caticlan-Clark) and increase flight frequencies (Manila-Los Angeles to twice daily; Manila to Toronto to three to four times weekly; Manila to Beijing to four to six times weekly; and Manila to Vancouver to seven times to 10 times weekly.
In January 2016, PAL ordered six Airbus A350-900, a twin-engine jet designed for long-haul flights, fitted with luxurious cabin amenities that will redefine the standards of premium travel. Four A350s will be delivered in 2018, the last two in 2019.
With the A350, PAL will be able to fly non-stop Manila-New York, through the Arctic region.
Also, PAL ordered five new generation Bombardier Q400 turboprop airplanes, configured with 86 seats (10 seats more than the existing Q400 fleet) and choice seats in the forward section.
Meanwhile, the airline introduced a series of product innovations topped by an enhanced inflight connectivity system called the myPAL Inflight Entertainment System, which consist of myPAL eSuite, myPAL Wifi, myPAL Mobile and myPAL Player apps.
Other milestones in 2016 include: in January, PAL adopted a Philippine eaglet, named by employees ‘Sinag,’ and donated a million miles which the Philippine Eagle Foundation may exchange for free tickets in pursuit of their advocacy to nurture and preserve the endangered specie; in April, PAL took pride at Maxine Medina for being crowned 2016 Binibining Pilipinas-Universe. She is the daughter of PAL pilot Capt. Max Medina; in May, the International Air Transport Association (IATA) presented to PAL and PAL Express a certificate of implementation of the IATA Ground Operations Manual (IGOM), proving the two carriers’ compliance to internationally recognized standards in ground safety and operations; for more than a week in August, PAL operated special direct flights to Medina in the Kingdom of Saudi Arabia to fly Filipino Hajj pilgrims; in September, PAL opened its first contact center in China, serving passengers from seven mainland cities – Beijing, Guangzhou, Hong Kong, Macau, Jinjiang, Shanghai, Xiamen;
PAL also hosted the 60th Assembly of Presidents of the Association of Asia-Pacific Airlines (AAPA) last November.
Also in November, the 180-seater A320 jets were deployed for the first time to Caticlan, accommodating more passengers to/from Boracay.