Cebu Pacific invests P60 M annually for digital platform

MANILA, Philippines — Cebu Pacific is spending over P60 million per year over the next five years for digital platforms to help make airport operations efficient and improve customer service. 

Part of the investment is going to a software system that verifies passengers’ international travel documentation, via a real-time database of visa requirements of various countries, Cebu Pacific said.”

“The increasing number of travelers is outpacing current airport capacity and infrastructure. It is imperative we invest in technology and streamline processes to improve passenger throughput at check-in and lessen the pain points for our customers, said Michael Ivan Shau, vice president for airport services of Cebu Pacific.

The budget carrier said it tapped Levarti Ltd., a leading global developer of web-based and mobile platforms for the airline industry, to install its MAX Suite of mobile and desktop applications. 

Levarti’s suite of solutions includes MAX Airport which is designed to streamline check-in operations by allowing terminal personnel of Cebu Pacific to remotely check-in passengers, assign seats, facilitate payment for baggage and other ancillary services, and even print boarding passes.

The MAX Airport suite, which is installed on iPads, is being utilized by Cebu Pacific’s ground staff at the Ninoy Aquino International Airport Terminals 3 and 4 at present, while all 36 other domestic destinations of Cebu Pacific have already been equipped with the remote check-in devices.

The remote check-in devices are designed so that passengers can complete check-in procedures without ever having to fall in line at the counters. As MAX Airport speeds up the necessary steps, the airline’s on-time performance is also expected to improve, thus reducing the occurrences of flight delays caused by these time-consuming procedures,”  Shau said.

In the coming months, the budget carrier would be integrating the rest of the Levarti MAX suite into its operations. These include MAX Ops which is designed to better manage disrupted flights and assist affected passengers; and MAX Ramp which delivers real-time airport, flight and operational information to all personnel and improves turnaround time.

Aside from Levarti, Cebu Pacific has also tapped Dutch firm ICTS, which specializes in aviation security services, operating airport checkpoints, and verifying travel documents, to install the TravelDoc software.

Through the software, passengers and check-in agents can check documentation and travel restrictions in the transit or destination country and expedite the process by reducing the time needed to verify travel requirements. 

“As we expand our fleet and route network, there’s also been a substantial focus on improving the customer experience. While Cebu Pacific will continue to be a low cost carrier, we recognize the need to ensure our passengers have a good experience flying with us,” Shau said.

As part of improving customer service, Cebu Pacific has earlier introduced web and mobile check-in, self-serve check-in kiosks and a new in-flight menu.