Ancillaries and digitisation. An interview with Apple Ignacio, Director of Ancillaries, Cebu Pacific Air

Apple Ignacio, Director of Ancillaries, Cebu Pacific Air joined for a 20-minute, in-depth conversation about the role of ancillaries in the airline. The interview looks first at the position of ancillaries within Cebu Pacific’s wider business strategy and second at the digitisation of the process of ancillary purchasing.

Ancillaries play a significant role for Low-Cost Carriers (LCCs) like Cebu Pacific. Apple explained how ancillaries contribute to the airline’s business strategy, growing the overall income whilst keeping core fares competitively low. The Director of Ancillaries also highlighted some of the airline’s interesting findings during the pandemic, including a stable ancillary conversion rate despite ups and downs with passenger volumes. Additionally, Apple touches on the role of bundles and the benefits of bringing relevant products to customers.

The second half focuses in on digitisation. Apple described some of the plans the airline has for digitising the process of ancillary purchasing, as well as providing specific examples of the progress already seen in this space. At the heart was the need to be customer centric. Defining the digital experience, Apple emphasised that it should be seamless, easy to navigate, and fast. During the discussion of the importance of these qualities, it was established that they would appeal to the wider population as they interact with an increasing digital environment, as well as the younger generations.

At Aviation Festival Asia, Apple will present ‘Unbundling ‘bundling’ – what does bundling truly mean for airlines, and should Asia’s carriers continue this strategy?’ and sit on a panel exploring ‘road mapping the steps towards a customer-centric future of ancillary purchasing.’

Article by Jess Brownlow

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