New Mabuhay Miles aims to lure travelers

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FLAG carrier Philippine Airlines (PAL) expects its new Mabuhay Miles program which now offers good-as-cash rewards, to grow its frequent flyer base and revenue flow, PAL’s top official said Monday.

“We want more passengers to join the Mabuhay Miles program. It is a loyalty program and what we will do is we will offer more benefits,” PAL President Jaime Bautista told reporters on the sidelines of Mabuhay Miles’ re-launch event in Paranaque.

According to PAL, the revamped loyalty program offers greater seat availability per flight for rewards redemption, which will provide members the option to convert miles to seats even on peak seasons.

For this move, PAL partnered with different establishments — fly, shop, dine, drive and unwind — representing the five pillars of the new Mabuhay Miles program.


“We envision the Mabuhay Miles Program to be one of the key drivers in making Philippine Airlines the ‘airline of choice,’” Bautista said.

Bautista said that the Mabuhay Miles program is more than just a frequent flyer program but a symbol of PAL’s commitment to its customers.

He said PAL currently has 3.4 million Mabuhay Miles members, of which one million are active.

He expressed confidence that their new Mabuhay Miles program will help increase the airline’s revenue stream.

“We want the mileage program to be a very dynamic business for PAL. For other airlines it’s really a source of income for them. It is another business, it is a separate business unit,” Bautista said.

At present, Mabuhay Miles’ industry program partners include: financial institutions, hotels, telecommunication firms, foreign airlines, retailers and other travel-related companies.

These include Century Park Hotel, City of Dreams, Bluewater Maribago, Bluewater Sumilon, Bluewater Panglao, Diamond Hotel, Dusit Thani Hotel Manila, Henann Resorts Bohol, Marco Polo Ortigas Manila, Marco Polo Cebu, Marco Polo Davao, Pan Pacific Hotel Manila, Pico Sands Hotel, Taal Vista Hotel, Asia Brewery Incorporated, Camus Philippines, Futuretrade, Hertz Car Rental, Premier Wines & Spirits and Power MAC Center.

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4 Comments

  1. In August this year before boarding your plane bound for SFO, I asked for replacement of my lost Mabuhay miles miles, your employee at the NAIA told me that there’s a fee for the replacement. Why charge a fee? You need to be customer friendly just like the airlines based in other counties. I advise thst you join one of the major airline alliances.

  2. I’m a member but try to redeem your miles! Difficult if you live outside of Makati. The cost and time involved in getting to the office on Ayala doesn’t make it worthwhile, don’t even try to phone. No one in the Philippines seems to answer the telephone when it comes to business. Also you can’t redeem from overseas.

  3. Even by enhancing PAL’s FFP MabuhayMiles with more benefits and perks to its members, these would not be enough to attract more active membersgphip, specially from the business sector. The MabuhayMiles programme should join and be made a part of an international airline frequent-flier alliance or group ie. OneWorld Alliance or StarAlliance. PAL is the ONLY major Asian airline which is not a member of any of the two biggest airline groups. It’s about time a Philipine airline be a member of these international airline groups.