Cebu Pacific, the Philippines’ leading carrier, has been recognized as the fastest-growing brand in the country and ranked sixth among the strongest Philippine brands for 2025 by Brand Finance, a London-based brand valuation consultancy.
In its latest annual report, Brand Finance cited Cebu Pacific’s strategic network expansion, operational improvements, and enhanced customer service as key drivers behind its remarkable 86% increase in brand value, now worth USD 386 million. The airline also achieved a Brand Strength Index Score of 89.1, the highest among local aviation players.
“This recognition reflects our unwavering commitment to providing affordable, accessible, and reliable air travel to every Juan,” said Candice Iyog, Chief Marketing and Customer Experience Officer at Cebu Pacific. “It validates the hard work of our entire team and the continued loyalty of our passengers, who inspire us to keep innovating and improving.”
In 2024, Cebu Pacific launched several new international routes from Cebu, Davao, and Iloilo, strengthening its regional presence and connectivity. The airline also saw significant growth in operations, including a 26% rise in passenger traffic, a 15% revenue increase, and nearly 36 million kilograms of cargo transported in Q2 2024 alone.
Brand Finance noted that these milestones, alongside CEB’s historic order of up to 152 Airbus aircraft — the largest in Philippine aviation history — position the airline for long-term growth and reinforce its role as a major player in the low-cost carrier sector.
“With new routes, record passenger numbers, and a booming cargo business, the airline is strengthening its presence both in the Philippines and across Asia,” Brand Finance stated.
Cebu Pacific remains the market leader in Philippine aviation, commanding a 57% market share as of May 2025, and offering the widest domestic network in the country. The airline now operates flights to 37 domestic and 26 international destinations across Asia, Australia, and the Middle East.
Since its inception in 1996, Cebu Pacific has flown over 250 million passengers, including 7 million in the first quarter of 2025 alone. With its signature seat sales and year-round low fares, CEB continues to be the preferred airline for millions of Filipinos at home and abroad.
