AirPhil Express ups stake in budget airline business

MANILA, Philippines –  AirPhil Express (APX), the fastest growing Philippine airline, is upping the stakes in the budget airline business beyond bargain basement prices.

APX is making passenger safety, comfort, and convenience  its major selling points among budget airlines that have mostly sacrificed these factors for the sake off maintaining dirt-cheap prices.

Senior vice president for sales and marketing Alfredo Herrera said that APX was eyeing to be the industry leader in these categories with its strategy of using only brand-new aircraft for its fleet and keeping the bulk of its flight schedule within normal time zones.

“The budget carriers will always be defined by pricing but airlines can only bring down their prices so much especially with the rising cost of fuel and labor. This is why we will highlight APX’s advantages in safety and comfort of our planes and the convenience of loading and unloading schemes as key marketing points aside from price,’’ said Herrera.

Herrera said that the company’s marketing studies showed that while price continues to be the main factor in a passenger’s choice of airlines, consumer demands for safety, comfort and convenience have become as important, especially to second time fliers.

APX chose the Airbus A320 as its main steed because of its optimized legroom and elbowroom, and easily accessible storage spaces. APX also provides its passengers with a 15-kilo free baggage allowance.

APX’s convenience extends not only from its friendly schedule but also to its departure and arrival schemes that cut down the waiting and walking time for passengers. For example, APX is the only domestic airline that disembarks directly at the Changi airport in Singapore which allows passengers to get to their destinations faster.

APX flies to major cities in Luzon, Visayas, and Mindanao. By April 2010, APX will open up its second international destination, Hong Kong.