Philippine Airlines and Amadeus Professional Services: A new standard in airline experience for the modern traveler
In today's competitive airline industry, customer experience separates the ordinary from the extraordinary. At Philippine Airlines (PAL), we take that to heart. We’re proud to be the flag carrier of the Philippines and are deeply committed to showing our travelers that we understand them, care about them, and want them to have an outstanding travel experience.
But times change, technology changes, and travelers want and need change. We knew it was time for us to change, too. We have modernized the travel experience for our customers, create a better online experience, streamlining our processes, enhancing traveler satisfaction, and offering greater personalization. Our goal was to ensure that every piece of content our customers encountered - whether on the web or on their mobile devices - felt thoughtfully curated and personalized specifically for them.
What we looked for in a tech partner: Innovation, expertise, and vision
We knew we needed an innovative partner with deep industry experience to help us achieve our aspirations. We were looking for experts in new and emerging technology and well-versed in travel trends across the globe. We wanted strategic, forward-thinking experts by our side on our journey.
Amadeus, through the provision of its Professional Services, was the right fit to help us transform our operations and interactions with our customers. The Amadeus team listened to our needs, took our long-term goals into consideration, and helped us build a best-in-class digital ecosystem - integrating new partners and services to optimize operations, improve efficiency, and delight our customers.
How we worked together
Working together has been one of the highlights of the program. Clearly defined roles and smooth processes meant Amadeus has delivered value-driven features as we provided insights and requirements. Together we redesigned our digital channels including the website, operating it from a cloud-based infrastructure, the mobile app, SEO and Amadeus Loyalty. This transformation has turned Philippine Airlines’ online channels into a flexible, personalized, and unique touchpoint for travelers.
One year later: How tech transformation boosted revenue and traveler experience
The collaborative efforts improved the overall travel experience and increased revenue through upselling and cross-selling opportunities. We were excited to see our online insights show significant progress in all major traveler experience, tech, and business KPIs - from customer satisfaction to website loading time and conversion rate.
Top 5 metrics across traveler experience and revenue
“To me, this partnership has not just been a technology project: it’s an end‑to‑end transformation that has modernized our digital presence while improving customer satisfaction, operational efficiency, and revenue growth.”
Ria Vidal CIO, Philippine Airlines
Our partnership with Amadeus Professional Services stands as a testament to how innovation, collaboration, and vision can drive meaningful transformation. By tackling business challenges head-on and prioritizing traveler experience and personalization, Philippine Airlines is pioneering a new standard in the aviation industry.
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