Cebu Pacific is the first airline that comes to mind when we think of low-cost and affordable air travel in the Philippines. They are comparable to “Colgate” and “Xerox” when Filipinos search for “murang airline ticket” or “cheap airline tickets.” Furthermore, they changed the way other airlines purchased aircraft, influencing a slew of carriers in the Philippines to opt for the Airbus A320. With low fares, Cebu Pacific revolutionized the air travel scene in the Philippines at the turn of the millennium.
Today, however, while AirAsia Philippines has established itself as the household name in ultra-low fares, Cebu Pacific remains the name everyone knows when it comes to “murang ticket.” Oh, yes!
The many “firsts” that made a huge difference
If we look at the Philippine commercial aviation industry today, Cebu Pacific is responsible for the majority of the changes. The first step is the introduction of low-cost airlines. Though some claim that Cebu Pacific was the first low-cost airline in Asia, they actually began as a full-service airline using DC-9s and Boeing 757s. Despite the fact that they were founded in 1988, the original intention was never to be a low-cost airline. They became a low cost airline a few years after.
Cebu Pacific later evolved into a full-fledged low-cost airline after accepting deliveries of the Airbus A320 and A319.
Following Cebu Pacific’s success, other airlines began rebranding and transitioning to a low-cost airline model, including Air Philippines, which later became AirPhil Expess and then PAL Express, and Asian Spirit, which later became Zest Air and then AirAsia Zest. Both also provided a no-frills all-economy service for domestic flights.
When the Philippines first became a ‘Airbus country,’
Cebu Pacific’s choice of aircraft, the Airbus A320, was another change that affected all other airlines’ rebranding and refleeting. Boeing ruled the Philippine skies before Cebu Pacific ordered its first Airbus. Philippine Airlines had up to 20 Boeing 737 planes. Although PAL had Airbus A320s in its fleet after 1996, the number was still less than the number of 737s. Air Philippines flew Boeing 737-200ADVs, while Grand Air flew four Boeing 737-200s.
All other airlines were shaken when Cebu Pacific replaced their DC-9s with Airbus jets in 2005, which included ten brand-new A319s and two A320s. Philippine Airlines began receiving more Airbus A320 planes to replace their aging Boeing 737s. After struggling to compete with Cebu Pacific, Air Philippines decided to take in Airbus A320 aircraft in 2010. The latter rebranded as AirPhil Express and began using Airbus A320 jets before ordering more to increase capacity.
Asian Spirit later began using Airbus A320 aircraft. They initially rebranded as Zest Air and flew two A320s. Other airlines that opened in the Philippines after that stopped using used Boeing 737s and instead purchased Airbus A320 jets. Pan Pacific Airlines and Royal Air use A320 family aircraft as well. Today, Airbus, not Boeing, rules the Philippine skies. The Philippines, as they say, is a “Airbus country,” with PAL being the only airline that operates Boeings, which are the ultra long-range and best-selling widebody aircraft, the 777-300ER.
The first to adopt digital technology
Cebu Pacific’s third move that altered Philippine air travel was to go digital and online. Cebu Pacific already had their website CebuPacificAir.com painted on the fuselage of every aircraft when they introduced a new livery on their brand new A320s in 2005 and so on. People appreciated the ease of online booking and payment. Other airlines began incorporating this feature into their websites and making it a prominent feature.
Cebu Pacific, in addition to going online, used social media to market the airline. They were the first to set up a Facebook and Twitter fan page. Other airlines began to create their own social media pages in response. Cebu Pacific currently has around 5.7 million Facebook fans and followers.
Of course, when it comes to “firsts,” no one beats Philippine Airlines, which was the first airline in the Philippines, the first in Asia, the first to cross the Pacific Ocean, and many other firsts.
The first to establish multiple hubs outside of Metro Manila
Cebu Pacific was also the first to establish additional hubs outside of Metro Manila, including Cebu, Davao, Iloilo, Kalibo, and, later, Clark. They launched interisland flights using their turboprop fleet of ATR 72s and some of their Airbus jets. Cebu to Bacolod is one of their shortest flights.
Interisland operations contributed significantly to their cargo revenue. Companies would rather have their products flown from one island to another than transported by water, which is slower.
Today’s Philippine commercial airline industry is highly competitive, and being the “first” somewhere is preferable to being left behind. Cebu Pacific’s success demonstrated exactly that, at a time when they took every risk to introduce something new and unheard of.
Gamechanger
Prior to the pandemic, domestic air travel in the Philippines had grown by leaps and bounds. As our airlines grow, they compete by bringing in more promotional fares, allowing more Filipinos to travel faster by air. Cargo movement has increased as a result of interisland operations.
Cebu Pacific has played a significant role in shaping our Philippine commercial aviation industry into what it is today, which is highly competitive and vibrant! Finally, more Filipino tourists benefit from this. Philippine Airlines has made a number of product improvements, particularly for international flights, in order to encourage people to fly with legacy airlines.
AirAsia Philippines has been at the forefront of reinventing air travel in the digital age. They have also done well in developing competitive promotions, such as the first “Unli Flight Pass” promotion, and in developing digital platforms to further boost travel and tourism.
However, when we say or hear “promo fares,” “affordable plane tickets,” or “cheap fares,” Cebu Pacific is the first name that many people think of. They are a game changer in the Philippines’ air travel industry today.
More firsts
Cebu Pacific continues to shape the Philippine aviation landscape. They were recently the first airline to use SAF, or Sustainable Aviation Fuel, during an A330neo delivery. They also flew their first commercial flight from Singapore to Manila aboard an A321neo using blended SAF. By going digital, the airline has also embarked on a massive sustainable operations initiative.
Furthermore, they have transformed their branding from that of a typical low-cost airline to that of a modern cosmopolitan-chic brand. They intend to operate an all-Airbus NEO fleet by 2028.
First love never dies. I fell in love with airplanes and aviation when I was a kid. My dream was to become a pilot, but destiny led me to another path: to be an aviation digital media content creator and a small business owner. My passion for aviation inspires me to bring you quality content through my website and social accounts. Aviation is indeed in my blood and blog!
