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Philippine Airlines Logo

Philippine Airlines: warm, responsive customer experience

Philippine Airlines reaches new heights with personalized, relevant digital content
Project brief

Philippine Airlines: Named among the World's 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.

Capabilities

XP

About

Philippine Airlines

AP

Travel and Hospitality

Challenge

Create consistent, welcoming digital experiences

  • Expand global reach
  • Increase customer centricity
  • Make digital campaigns more timely and relevant
Solution

Display relevant content across digital channels

  • Create a powerful, scalable marketing experience that leverages customer analytics to target campaigns
  • Make the user experience more enjoyable.
Outcome

80% increase in web users

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

Accenture

Accenture Strategic Global Alliance Partner