PAL unveils new brand philosophy

Philippine Airlines aims to become a five-star airline in five years with service innovations, route network expansion and fleet modernization as its flagship initiatives, guided by a new brand philosophy - “Heart of the Filipino”.

In unveiling its brand promise, PAL asserted its role as the nation’s flag carrier representing the best of the Philippines to the world.

Top PAL officials revealed the airline’s new brand equity, plans and programs during a press conference held on March 15, the company’s 75th anniversary, in Pasay City.

PAL President and Chief Operating Officer Jaime J. Bautista stressed, “The country’s national flag carrier aims to continue its legacy of service to the nation and the rest of the world, leveraging on the strengths of the brand. We take pride in the fact that PAL is the only Filipino legacy carrier offering the distinct brand of service marked by heartfelt warmth and hospitality. We take pride in the over-all safety and service competence of the team."

He adds, “Our goal is to make PAL the airline of choice in all the markets we serve, one that exceeds passenger expectation. We want PAL to be a source of pride for Filipinos.”

As part of its route expansion in Europe, the flag carrier is assessing four new destinations.

“We are studying Paris (France), Amsterdam ( The Netherlands), Hamburg ( Germany) and Rome ( Italy). When the new, long-range A350-900s arrive, we will be capable to mount more non- stop flights to Europe.” At present, PAL only flies to one European destination, London.

For its US network expansion, PAL will begin today thrice weekly nonstop flights between Cebu and Los Angeles. The new service will boost PAL’s presence in the US. Current US routes include Manila to Los Angeles, San Francisco, New York, Honolulu and Guam.

The airline will also launch five weekly flights from Manila to Doha, Qatar starting March 28 as part of an ongoing Middle East route expansion. PAL destinations in the Middle East include Riyadh, Dubai, Dammam, Jeddah, Kuwait and Abu Dhabi.

To further increase its presence in the Oceania Region, the flag carrier will open twice weekly flights to Saipan in the Northern Marianas Islands on June 15.

To improve connectivity across various routes, the airline will open daily services between Taipei and Kansai on June 25 (daily flights) and Abu Dhabi and Doha on March 28 (five weekly flights). Last January, the airline opened four weekly connections between Dubai and Kuwait as well as three weekly connections between Dubai and Jeddah.

Due to increased demand on certain routes, PAL is hike its weekly frequencies to Riyadh from six to seven flights (starting March 27); to Darwin and Brisbane on from three to four (March 28); to Canton from four to five (May 1); to London from five to six ( June 4) and from six to seven (June 28); to Taipei from seven to 11 (June 25); to Kansai from seven to 14 (June 25); and to Peking from four to eight (July 1).