Cebu Pacific, the Philippines ’ largest carrier, will commence direct Hong Kong-Kalibo (Boracay) flights on March 23, 2012. One-way lite fares start from HKD $428 (USD $55).

The thrice weekly Kalibo-Hong Kong service is CEB’s first direct international route to and from Kalibo International Airport , gateway to the world-renowned Boracay Island . Utilizing one of Cebu Pacific’s brand-new Airbus jet aircrafts, the flight is set to depart Kalibo at 2:35pm and arrive in Hong Kong at 5:05pm. The return flight leaves Hong Kong at 5:50pm and arrives in Kalibo at 8:20pm.

“Cebu Pacific continues to provide Hong Kong nationals and foreign tourists the most convenient travel options in the Philippines with its newest fastest flights to Boracay. One of the Philippines ’ top tourist destinations, Boracay is a popular beach, diving and wedding destination in Asia ,” said VP for Marketing and Distribution Candice Iyog.

US-based Travel + Leisure Magazine named Boracay the 4th top island in the world in the World’s Best Awards 2011. It bested Hawaii , Sicily , Great Barrier Reef Islands and Galapagos.

Cebu Pacific currently operates 10 Airbus A319, 19 Airbus A320 and 8 ATR-72 500 aircraft. By the end of 2011, CEB will be operating a fleet of 37 aircraft – with an average age of 3.6 years – one of the most modern aircraft fleets in the world. Between 2012 and 2021, Cebu Pacific will take an additional 23 Airbus A320 and 30 Airbus A321neo aircraft.

Philippine low-cost carrier Cebu Pacific will consider starting long-haul, low-cost services if it sees strong demand for certain point-to-point routes.

“We are looking at the opportunity,” Cebu Pacific president and CEO Lance Gokongwei told Flightglobal Pro’s sister publication, Airline Business, in an interview.

“There are certain point-to-point markets we would have to look at. The Middle East has 2.5 million Filipinas; the USA has four million Filipinas. These are quite underserved.”Gokongwei said the airline will go ahead only if it can achieve a sustainable unit-cost advantage and potentially make money for its shareholders.

“I need to be personally convinced that there is a market, and I think there is a market only if you are very selective about which routes you go into with this,” said Gokongwei. “Once we feel that we have the capability to do so, we will.”

The airline, which operates Airbus A320-family aircraft and ATR 72-500s, has orders for the A321neo. It has not ordered any widebodies, which will be needed for long-haul operations, but Gokongwei said there have been discussions about widebodies.

“As part of our business plan, we need to know the operating cost of all aircraft. So we’ve had discussions about widebodies with all the major suppliers,” Gokongwei said.

If the company goes ahead, the long-haul low-cost operation is likely to have a separate management team. This would be similar to Singapore Airlines’ subsidiary, Scoot, and AirAsia X, an associate of Malaysian low-cost carrier AirAsia.

“It is difficult to do because whenever you bring in new aircraft, it adds complexity. You need management and technical capability, the distribution channels are important,” Gokongwei said.

“It can enhance the brand, just like what AirAsia X has done for AirAsia, but it adds complexity. So if you want to do it, you need to make sure you have completely different teams. Don’t confuse the management by having them do both,” Gokongwei added.