Fly, shop, redeem, repeat—homegrown giants PAL and SM combine forces so loyal customers can swap their frequent flyer points for shopping rewards and vice versa

CHEERS TO A NEW COLLAB A toast after the signing of the partnership agreement led by (from left, front row) COO of Digital Advantage Corp Kevin Hartigan-Go, executive director of SM Food Retail Group Herson Sy, executive director of SM Retail Inc. Mara Sy Coson, PAL board of director member Vivienne K. Tan, PAL president and COO Stanley Ng, senior vice president of general counsel Carlo Luis L. Fernandez, (from left, back row) PAL Mabuhay Miles’ Ernest Acar, SAVP head of sales and marketing Jay Beltran, PAL vice president for marketing Ria C. Domingo, and executive director of SM Food Retail Group Hendrik Sy

Covid-19 is not just a biological phenomenon but a psychological, social, existential, spiritual, and even philosophical experience that has forever altered our lives. As the global pandemic becomes more manageable, we try to revert to a semi-normal lifestyle, only this time, with a newfound awareness of how fleeting and unexpected life can be, which inspires a hungrier, more adventurous version of ourselves.

Now more eager to live, we want to see the open skies, breathe in the fresh air, feel the warmth of the sun on our skin, and be up and about in a world meant to be explored and enjoyed. This is where revenge travel, or dining, or shopping, or what have you, enters the picture.

Naturally, organizations and brands have had to mix things up and innovate with the challenging times. Industry leaders in the travel and retail sectors, the Philippine Airlines (PAL) and SM respectively, have come together to reinvent travel and shopping in the Philippines and so the pursuit of leisure, fulfilling on its own, has become even more rewarding.

Recently launched is the “Shop to Fly, Fly to Shop” lifestyle campaign that expands the possibilities of earning and enjoying points for two of the longest-running loyalty programs, the Mabuhay Miles of PAL and the SM Advantage Card (SMAC) of SM Supermalls.

Now the homegrown airline’s frequent flyers can convert their Mabuhay Miles to SMAC points, and vice versa. The conversion rate is 500 Mabuhay Miles points to 50 SMAC Points, while 250 SMAC points to 100 Mabuhay Miles points.

With the initiative, consumers are given more reasons to fly more to any of the extensive selection of local and international destinations covered by PAL and buy more at The SM Store, SM Supermarket, Hypermarket, Savemore, and other stores under the SM banner, such as Waltermart, Alfamart, The Body Shop, Uniqlo, Levi’s, SM Appliance, Our Home, Crate and Barrel, Surplus Shop, Toy Kingdom, and many more.

The partnership agreement was recently signed at an exclusive media launch at the C Lounge, Conrad Manila, Pasay, organized and led by the top brass of the two companies, PAL president and COO Stanley Ng, PAL senior vice president and general counsel lawyer Carlos Luis D. Fernandez, SM Food Retail Group executive director Herson Sy, and Digital Advantage Corp. COO Kevin Hartigan-Go. Also present that evening were PAL vice-chairman Carmen K. Tan, SM Investments Corporation (SMIC) vice-chairperson Tessie Sy, and chairman of PAL Lucio Tan.

‘We are pleased with this partnership to further ignite Filipinos’ passion for traveling and shopping at a very crucial time, as we help push the country toward full economic recovery.’

“PAL Mabuhay Miles continues to evolve as a pervasive lifestyle program that offers everything that makes the Heart of the Filipino beat—travel, shopping, dining, and more,” says Stanley Ng. “We continue to find ways for earning Miles to be part of everyday life. Our partnership with SMAC is key to achieving this goal. We are delighted to co-create this innovative offering with SMAC and offer greater value to both our customers.”

“We are very pleased with this partnership to further ignite Filipinos’ passion for traveling and shopping at a very crucial time, as we help push the country toward full economic recovery. This initiative promotes further engagement and customer delight to both SM shoppers and PAL flyers,” explains Kevin Hartigan-Go. “Mabuhay Miles members can enjoy their earned miles beyond travel-related activities and SM Shoppers can now fly with their SMAC points convertible to PAL Mabuhay Miles.”

AIR EMPIRE PAL chairman and CEO Lucio Tan (middle) arrives at the contract signing escorted by (left) PAL President and COO Stanley Ng and PAL vice chairman Carmen K. Tan

Mabuhay Miles has partnerships with banks, hotels, cruises, and travel agencies, and continues to expand its collaboration with lifestyle brands. There are around five million Mabuhay Miles members enjoying flight and lifestyle benefits and perks. SMAC, on the other hand, maintains roughly six million members and the widest network of over 4,000 stores nationwide.

The tie-up is part of PAL’s 81st-anniversary offerings and its commitment to leveraging creativity and innovation in continuously delivering delight to patrons as well as serving as the country’s flag carrier. SMAC has been constant in elevating its member benefits and privileges as a way of thanking and rewarding its most loyal customers.

To convert SMAC Points to Mabuhay Miles, and the reverse, visit smac.ph or mabuhaymiles.com.

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