With its new brand, the AirPhil Express recognizes the strengths in localizing marketing efforts especially in the Visayas and Mindanao. Maria R. Java, marketing head, said they are localizing the means of their product because most were already focused in Manila. She said it is important to study the background and interests of the community because “at the end of the day, we have to take care of the local community,” she said.
With its new airbus A320s, the AirPhil Express started flying Davao to Manila and Cebu to Manila last July 21 with end-of-business day schedules. Seat sales are offered for PhP600 from Manila to Cebu or vice versa and PhP800 from Manila to Davao or vice versa which will last until July 31 this year.
It intends “to meet customers’ expectations of efficiency” and “to provide the commodity of transit without compromising on the quality of the service.” Java said they want to give their customers the value of their money.
“It doesn’t mean that because we offer low cost rates, people cannot expect our quality service,” she said, adding that their flight crews were provided with manuals and trainings to be consistent across their stations. “We learn to improve our service on a daily basis,” she added.
Java said Dabawenyos are not very much after the lowest cost because, as she noticed, they are the kind of customers who are willing to pay any amount as long as they get the most of it. “The key in traveling, anyway, is to plan ahead. Book your flight earlier to get better rates even just a month before your desired date,” she said.
Meanwhile, Snooker Jaranilla, OIC in sales department, said the 568 flights they have per week will be doubled by next year. He added that they are planning to operate Manila to Singapore, Kuala Lumpur and Japan.
AirPhil Express flies 24 domestic destinations from Manila and Cebu. Direct flights from Manila are to Bacolod, Busuanga, Cagayan de Oro, Calbayog, Catarman, Boracay (Caticlan and Kalibo), Cebu, Davao, Iloilo, Legazpi, Masbate, Naga, Ormoc, Puerto Princesa, San Jose, Surigao, Tagbilaran and Tuguegarao. Flights from Cebu are to Bacolod, Cagayan de Oro, Boracay (Caticlan), Iloilo and Tacloban.
It is also eyeing to open Davao hub, where in there will be direct flights from Davao City to all destinations. Java said if there is really a demand in the market, the people can expect it to start next year.
Brian Hogan, chief executive adviser, said it is their company’s goal to provide more options at lower cost and that they are taking several steps to expand its business. AirPhil Express expects to be competitive with the incumbent carriers through the expansion of routes, procurement of new aircraft complemented with its friendlier, customer-centric policies and affordable fares, he said. [Lorie Ann A. Cascaro]
