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Philippine Airlines has rebranded its cargo business with an eye toward expansion and providing better services
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The PAL Cargo rebrand comes with a new logo, a more visible website, and a new tagline – Care that Delivers
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Cargo services were renamed for simpler identification
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PAL is also expanding its port-to-door service to include four-wheel vehicles carrying more than 20 kilos
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With the rebrand, the airline aims to increase share of cargo business in group revenue from the current 5% to up to 9%
Philippine Airlines (PAL) has rebranded its cargo business with an eye toward expansion and providing better services.
“…we want to refresh the brand to reflect everything that is going on in the cargo industry and really show that PAL Cargo is right up there and is worthy of the same branding as the rest of the business and maybe beyond,” PAL president Richard Nutall said in a speech during the unveiling on June 16 in Pasay City.
PAL executive vice president and chief operating officer Carlos Luis Fernandez said the rebranding “signals a fresh chapter in our transformation journey.”
He added: “We are reshaping our cargo business to better serve you with a stronger identity, sharper focus, and a deeper commitment to collaboration, agility, and innovation. The new brand reflects how we are evolving, modernizing our systems, enhancing the customer experience, and building even closer ties with our partners. This transformation is built on teamwork and trust backed by continuous investment in digital innovations and operation excellence.”
The rebrand comes with a new logo, a more visible website, and a new tagline – “Care that Delivers”, PAL vice president for marketing Alvin Miranda said.
In a presentation during the event, PAL vice president for cargo business Jason Siy said the carrier also renamed the following cargo services for easier identification:
- Easy cargo – formerly called general cargo, are shipments that do not require special handling
- Prime cargo – formerly special cargo, are those that require special or advanced handling
- Live cargo – for pets, livestock, and other live animals
- Rush cargo – formerly called rapid handling urgent shipments, is for emergency or last-minute shipments
PAL is also introducing innovations to its cargo services, such as the Port-to-Door service that allows consignees to have their cargo delivered right to their doorstep. For the program, PAL tapped last-mile delivery service providers such as Grab and Lalamove for the pilot. Siy said they are open to partner with freight forwarders.
The service only covers two-wheel vehicles and less than 20 kilos, but the target this year is to have four-wheel vehicles that can transport more than 20 kilos.
In addition, PAL Cargo is improving its Mabuhay Miles rewards program for its accredited forwarders; and partnering with cargo.one, a platform for booking and managing air freight capacity, to further market its services to more freight forwarders.
There are plans to create a mobile application and make payments easier online.
The carrier is also working with government on the use of electronic air waybill, Siy said.
The rebrand comes as the carrier handles more cargo shipments, especially as a result of continued growth in e-commerce and despite trade disruptions resulting from the US’ reciprocal tariffs policy.
“So far, we’re exceeding the volumes from last year,” Siy said, adding he believes they will surpass last year’s total as they are increasing flight frequencies.
Asked if there are plans to acquire freighters, Siy said they are still “looking into it” as getting slots in Manila is “very expensive” and passenger flights are “more sustainable right now.”
With the rebrand, Miranda said they aim to increase the cargo business’ share in the group revenue from the current 5% “to be at least fair share around 8, 9%.”
In 2024, revenue from cargoes rose 15.3% to P9.16 billion, driven by higher volumes handled.
For the first quarter of 2025, cargo revenues also grew 6.3% to P2.04 billion due to higher rates, particularly in the Americas, Canada, Singapore, and Davao. PAL carried 52.6 million kilograms of cargo in the first quarter of the year. – Roumina Pablo
