Mayette Casanova | Assistant Vice President of Loyalty Program
Philippine Airlines

Mayette Casanova, Assistant Vice President of Loyalty Program, Philippine Airlines

Develops strategies and drives the implementation of the airline’s loyalty program initiatives including revenue generating and member engagement activities, positioning and channel/media design. Accountable for the different teams in the Loyalty Sub-Department handling the following responsibilities: 

  • Acquisition of Mabuhay Miles members
  • Creating of campaigns that will help improve member engagement such as expanding the earning and redemption options of the members
  • Generating revenue from the program partners
  • Acquisition and expansion of strategic program partners for Mabuhay Miles 
  • Managing the different customer touchpoints for Mabuhay Miles members, including service center, call center and social media that will help drive the desired customer experience


Day Two @ 12:00

Panel: Shaping the future of loyalty

Traditional loyalty has been about earning points for travel, but what are different ways that we can take care of our customers? Join us to explore challenges airline marketers are facing and how you can make smarter decisions to develop a deeper relationship with your passengers.
  • Loyalty programmes: Is it an outdated business model in a world of real-time choices? What are the trends and challenges that are disrupting loyalty?
  • Loyalty programmes for disloyal customers: Is there a loyalty case for infrequent travellers?
  • The challenges of building and nurturing direct customer relationship
  • New and creative ways to offer passengers a range of rewards that continue to be relevant to them across their different life stages, whether they regularly fly or not
  • Data and analytics: How to make best use of the information we have to deliver the most valuable loyalty programme?
  • Exciting marketing vehicles to engage customers – From traditional social media platforms to a whole new gateway of messaging platforms
  • How do we respond to the widely-held notion that customer loyalty is dead and it’s all about price?

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