Business
One-Peso Fares as a Marketing Engine: How Cebu Pacific's Piso Sales Made Flying Possible for "Every Juan"
Cebu Pacific turned one-peso promo fares into a recurring national event. Its seat sales, timed to anniversaries, "double-day" dates and new routes, helped make it the Philippines' largest airline, with a 56.2% domestic market share in 2025. This piece examines how the Piso Sale works as marketing.