Up Into the Sky: A Comparative Study on the Different Marketing Strategies of Selected Commercial Airlines in the Philippines

Abstract

The airline industry in the Philippines is characterized by intense competition, where effective marketing strategies are crucial to influencing consumer behavior and sustaining profitability. This study conducts a comparative analysis of the marketing strategies of three major commercial airlines in the Philippines—Cebu Pacific, Philippine Airlines, and AirAsia Philippines—using the 5Ps model: Product, Price, Place, Promotion, and People. Employing a quantitative research design, data were gathered from 383 respondents through online surveys utilizing stratified sampling to ensure demographic representation. The responses were statistically analyzed using Two-Way ANOVA to determine significant differences in perceived marketing effectiveness across the three airlines. Findings revealed that Cebu Pacific consistently outperformed its competitors, receiving the highest mean scores across all five marketing components. Philippine Airlines displayed moderate performance, while AirAsia Philippines lagged in all strategic dimensions. The significant F-values and p-values (<0.0001) confirm substantial differences among the airlines’ marketing approaches. Cebu Pacific’s success is attributed to its competitive pricing, strong promotional strategies, and customer-focused service delivery. Based on the results, the study recommends that Cebu Pacific sustain its low-cost model while enhancing customer service and digital engagement. Philippine Airlines should capitalize on premium offerings and loyalty programs, targeting business travelers, while AirAsia Philippines is advised to undergo digital transformation and innovate its service strategies to remain competitive. These insights provide practical implications for airline executives, tourism stakeholders, and marketers aiming to refine strategy in a volatile aviation landscape.