Cebu Pacific Air uses a differentiation approach that lessens competition from other airlines in a very

competitive industry to become the go-to airlines choice. The Cebu Pacific Air constantly improves its
current services by adding new ones and tailoring its selection to passengers' needs in order to increase
customer satisfaction and building long-term loyalty. The term "low-cost carrier" has long been
associated with Cebu Pacific. They have even created the term "Piso Fare," which is guaranteed to thrill
any tourist on a budget. For many years, Cebu Pacific has made flying more accessible to many Filipinos.
In 2022, Cebu Pacific Air became the preferred choice among Filipinos for budget flights, primarily
because airfares had risen significantly due to continuous fuel price hikes. Cebu Pacific Air held the top
position in terms of domestic passengers in the Philippines, with approximately 11.39 million passengers
transported. Following closely behind was PAL Express, the budget airline division of Philippine Airlines,
which served approximately 3.84 million domestic passengers.

References

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