MANILA, PHILIPPINES – One of the best ways to enjoy life and broaden your horizons is by traveling. Locating local hidden gems and seeking out popular international spots are goals that most travelers have in their bucket list. And for many of them, the best way to go on a journey is through a DIY (do-it-yourself) itinerary. From affordable B&Bs to budget-friendly flights, modern travelers know that you don’t have to spend a lot to enjoy good experiences and satisfy your wanderlust.
As the leading low-cost airline in the Philippines, Cebu Pacific is the top-of-mind name that most Filipinos think of when they plan their trips to both local and international destinations. But beyond providing reasonably priced flights, Cebu Pacific is dedicated to providing safe travels for every Juan without the unnecessary frills — powered by its reliable services, modern fleet, and well-trained crew.
Cebu Pacific has recently launched the new “We Fly for Every Juan” campaign, a series of videos that highlight each of the airline’s key pillars to showcase its commitment to continuously improve and heighten customer experience:
- Straightforward Travel for Every Juan: Ensuring reliable on-ground experience through physical, digital and human interventions
- Trust & Competence: Extensive training of cabin crew, assuring safety on board
- Safety & Reliability: Adherence to international safety standards and protocols, making Cebu Pacific as one of the greenest and safest airlines in Asia
- Customer Focused & Human-Centered: Listens and continuously improves its customer service
Diving further into this latest campaign, adobo Magazine had the opportunity to speak with Candice Iyog, Chief Marketing and Customer Experience Officer at Cebu Pacific Air, in an exclusive interview:
adobo Magazine: How does Cebu Pacific retain its top-notch service as the country’s leading low-cost airline?
Candice Iyog: Our goal has always been to make flying affordable and accessible for every Juan, so more Filipinos experience the joy of travel—whether it’s for work, vacation, or reconnecting with loved ones. With the widest network in the country, we make it easier for people to reach their destinations without breaking the bank.
But beyond low fares, we’re also committed to safety and sustainability. We invest in brand-new aircraft, and adhere to the highest international safety standards such as the IATA Operational Safety Audit (IOSA) program. On top of that, we’ve introduced fuel-efficient practices and eco-friendly initiatives to help reduce our environmental impact. In fact, we’re proud to be recognized as the greenest airline in Asia and ranked 13th among the world’s safest low-cost carriers by Forbes in 2024.
adobo: What steps does Cebu Pacific take to ensure an enjoyable experience for first-time Cebu Pacific passengers?
Candice: We know that flying for the first time can be both exciting and a little nerve-wracking, so we do everything we can to make it straightforward. Our digital tools—like online check-in and real-time flight updates—help passengers manage their trips easily. At the airport, self-service kiosks and a simple boarding process make the journey smoother.
Of course, our on-ground and in-flight crew are all about making passengers feel welcome and comfortable. Our teams are trained to guide and assist passengers every step of the way, so even first-time travelers feel at ease. Because more than just getting passengers to their destination, we want every Juan to enjoy the journey, too.
adobo: How did Cebu Pacific come to identify these four campaign pillars where they can provide excellent service to its customers?
Candice: At Cebu Pacific, we always say, “feedback is a gift.” We make it a point to listen to our passengers—whether through surveys, social media, or direct conversations—because their experiences help us understand where we can do better. We know things aren’t always perfect, but what matters is our commitment to constantly improving and delivering the best value for our passengers.
This campaign is all about showing that passenger feedback doesn’t just get noted—it drives real action. We want people to know that their experience matters and that we’re constantly working to make every step of their journey feel easier and more cared for.
To bring this to life, we teamed up with influencers who stepped into the roles of our hardworking employees: Kimpoy Feliciano experienced what it’s like to be a Customer Journey Manager, Belle Daza trained as a Cabin Crew member, Benedict Cua became a Fleet Engineer, and Mikee Reyes took on the role of a Customer Care Representative. Their experiences gave a firsthand look at all the details that go into a flight. They’ve also seen the dedication of our teams—whether in maintenance, in-flight service, or post-flight care—as they all work together to ensure every flight is safe and reliable.
adobo: What was the importance of collaborating with influencers to materialize these pillars into videos?
Candice: Influencers have a unique way of connecting with their communities through authentic storytelling and content. That’s why we teamed up with Kimpoy, Belle, Benedict, Mikee, to give people a behind-the-scenes look at Cebu Pacific’s operations in a way that feels real and relatable.
By collaborating with creators who truly understand their audience, we’re able to share our story in a more engaging and natural way, making aviation more interesting for everyone.
adobo: How was seamless traveling embodied in the video with Kimpoy Feliciano?
Candice: In Kimpoy’s video, we get a chance to explore what a Customer Journey Manager does and how they ensure passengers have a smooth experience from check-in all the way to arrival.
We fly thousands of passengers a day. The idea is to highlight how Cebu Pacific brings together both technology and human touch to make every step of the journey straightforward. Whether it’s using self-check-in kiosks, getting real-time flight updates, or having an efficient boarding process, it all ties together to create a more cohesive experience for passengers.
Kimpoy got to see this firsthand at Manila NAIA 3, which is one of the busiest airports in the country. He experienced real-life situations and showed how our customer journey managers and airport teams work behind the scenes to make sure passengers reach their destinations without a hitch.
adobo: In what ways were Cebu Pacific’s trustworthiness and competence portrayed in the video with Belle Daza?
Candice: Lots of people think cabin crew are just friendly faces who greet people on board, but their job is actually way more than that. Belle’s video gives a real, behind-the-scenes look at what it takes to be a Cebu Pacific cabin crew member.
She assisted passengers, served meals, even led our signature Fun Games in-flight! She also took part in our Change for Good donation drive with UNICEF, which allows passengers to make a difference while they travel.
But the main thing we want people to get from this video is how much safety training and preparation goes into every flight. Our crew are not just there to make the flight experience enjoyable—they’re highly skilled safety professionals, trained to handle any situation with confidence, whether it’s a medical emergency or ensuring a smooth and safe journey for everyone.This just shows that being a cabin crew member is a big responsibility. It’s about making sure every passenger feels safe, comfortable, and well cared for, every single time they fly.
adobo: What measures were taken to showcase Cebu Pacific’s commitment to safety and reliability through Benedict Cua’s video?
Candice: A smooth flight experience starts long before takeoff. In Benedict’s video, we wanted to give a glimpse of what we do to ensure the safety and reliability of every Cebu Pacific flight.
Benedict got to experience this firsthand by stepping into the world of our fleet engineers, the people who meticulously check and maintain our aircraft to meet the highest international safety standards. He saw how every little detail is inspected, every system double-checked, all to ensure our planes are in top condition before they even leave the ground.
And at the heart of this entire operation, coordinating everything, is our Maintenance Control Center. They work tirelessly behind the scenes, around the clock, making sure we have the right parts in the right place at the right time, so our planes are ready to fly and our passengers get where they need to go without a hitch. It’s a complex logistical puzzle, and they lead this process every single day.
adobo: How did the video with Mikee Reyes embody Cebu Pacific’s customer-focused and human-centered approach?
Candice: Mikee’s video is all about what it takes to prioritize the welfare of our passengers on every Cebu Pacific journey. We’ve made things faster and more convenient with digital self-service tools like online check-in and real-time flight updates on our website and app. But we also know that sometimes, you just need a real person to help. That’s where our well-trained customer care agents come in, working alongside Charlie the chatbot to assist passengers with empathy and understanding.
What’s interesting is that Mikee got to see both sides of the experience—first as a customer representative handling concerns and then as a passenger himself. It really gave him a deeper appreciation for how much effort goes into making every journey as seamless as possible.
As a bonus clip, we also take you behind the scenes at our Network Control Center, where our teams work 24/7, monitoring flights in real-time. Whether it’s managing weather conditions, coordinating with all airport stations involved, or sending timely updates, we do everything we can to minimize disruptions and keep things running smoothly.
adobo: What does Cebu Pacific want passengers to experience after flying with the airline?
Candice: At Cebu Pacific, we’re all about making travel accessible, but beyond offering affordable flights, we want to be a reliable travel enabler for everyone. We want people to experience the freedom to explore—to know that flying can be simple, enjoyable, and full of possibilities.
That’s why we put our heart into every flight. Whether it’s providing reliable service, or simply making travel feel effortless, we work hard so our passengers can always count on us whenever they choose to fly. This is why we fly for every Juan.
For more information or to book a flight with Cebu Pacific, visit cebupacificair.com
