PAL’s 81st anniversary is a day of rebirth—Tan

Philippine Airlines PAL at Caticlan airport | © Yooran Park | Dreamstime Stock Photos

Legacy carrier Philippine Airlines (PAL) has undergone what it calls a “rebirth,” bannered by digital transformation, network expansion, stronger partnerships, and the transformation of its lifestyle brand.

After emerging from its successful restructuring program with fresh capital and lower debt, PAL marks its 81st anniversary as “a day of rebirth,” according to PAL Chairman Lucio C. Tan.

“Our 81st birthday marks a day of rebirth for PAL. We will make good use of our new life by delivering a stronger, more reliable, and dynamic airline that our customers will love and appreciate. You have my assurance that we will stay true to our mission of serving the Filipino people through a network that keeps the Philippines connected to the global economy,” he said.

As the global economy reopens with lower Covid-19 restrictions, PAL is ramping up its initiatives to grow the business back.

With the reopening of international borders in progress along with the easing of local travel restrictions, the flag carrier announced: a revamped mobile-first website; a multi-channel customer contact center; increased self-serve options for rebooking and account management; an improved PAL Gift Card; and an enhanced Hiraya Flight Pass.

It is also strengthening its network, which covers 39 international and 27 domestic destinations. PAL has since resumed its operations and increased frequencies for flights to the United States, Canada, Singapore, Australia, Japan, Southeast Asia, China and local destinations, among many others.

The carrier plans to “expand partnerships with other airlines” to build on alliances and interline agreements to “allow PAL customers to reach over 1,000 destinations.”

The legacy airline boosted its cargo strategy, building a dedicated mobile application and website with online payments options for cargo services. It has also partnered with last-mile cargo delivery services to further expand its services.

“Innovation and a youthful spirit will motivate us in our efforts to grow back the air travel market. Above all, safety will be at the core of everything we do, from the airworthiness of our planes to the professionalism of our crew and all support teams,” Stanley K. Ng, PAL president and COO, said.

Aside from these initiatives, the carrier is planning to transform the PAL’s Mabuhay Miles frequent flyer club into a bigger lifestyle program which will allow members to earn miles on a wider variety of non-flying activities.

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