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Philippine Airlines: warm, responsive customer experience

Philippine Airlines reaches new heights with personalized, relevant digital content




Greater Asia

Sitecore Experience Awards 2018

Philippine Airlines: Named among the Worlds Most Improved Airlines

The flag carrier of the Philippine Islands, Philippine Airlines (PAL) offers domestic and international flights with warm "Heart of the Filipino" service. As part of its branding strategy, PAL wanted to ensure relevant, meaningful digital experiences from booking to baggage claim.

PAL partnered with Accenture and Sitecore to personalize marketing campaigns and customer-facing website content, create localized websites for Japan, Korea, Taiwan, and China, and reduce time to market for new products and services.

Traffic to PAL's websites has grown significantly over the previous year, with sessions increasing 93% and users increasing 80%. Web conversions and sales have also grown dramatically, more than doubling in several digital channels. PAL was named one of the world's 10 most improved airlines in 2017 and 2018 and earned its 4 Star Airline rating in 2018.


  • Expand global reach
  • Increase customer centricity
  • Make digital campaigns more timely and relevant
  • Create consistent, welcoming digital experiences


  • Create a powerful, scalable marketing experience that leverages customer analytics to target campaigns
  • Display relevant content across digital channels, and make the user experience more enjoyable.


  • 122% increase in organic search conversions
  • 80% increase in web users
  • 205% increase in direct search conversions
  • 93% increase in web sessions
  • 110% increase in social traffic conversions

Products used

  • Sitecore Experience Platform (XP)
  • Sitecore Experience Database (xDB)
  • Sitecore Experience Manager web CMS

Platinum Solution Partner

Accenture Interactive is a Sitecore Platinum Solution Partner helping the world’s leading brands delight customers and drive superior marketing performance across the full multi-channel customer experience.