PC Hospitality, the country largest hospitality conglomerate, has entered into a landmark strategic partnership with Airblue, one of the nation’s leading airlines. This collaborative alliance is built on a shared commitment to sustainable tourism development, designed to enhance the travel ecosystem, support local destinations, and unlock greater value for travelers through integrated experiential marketing and co-branding initiatives.
As the hospitality sector increasingly pivots toward destination-led growth, this partnership bridges the gap between aviation and hospitality. It brings together two organizations that share a core value system such as a dedicated focus on building inclusive, sustainable tourism models that celebrate and preserve Pakistan’s rich cultural and natural heritage while engaging local communities.
A central pillar of this alliance is a dedicated specifically on targeting the soaring tourism potential of Gilgit-Baltistan. Through exclusive, route-based promotional branding on Airblue’s Skardu flights, the two entities will collaborate on sophisticated destination-led storytelling. By utilizing co-branded content, digital amplification, and experiential initiatives, the partnership will actively showcase the pristine beauty of northern destinations to a wider global and domestic audience, driving conscious travel to the region.
To elevate the traveler journey, Airblue passengers will unlock exclusive benefits across the diverse PC Hospitality portfolio, across all their brands. These privileges extend beyond standard accommodation to include curated dining and leisure experiences, ensuring a seamless travel loop from takeoff to check-in. In return, PC Hospitality will leverage Airblue’s extensive digital and onboard marketing channels to foster deeper, value-driven engagement with a highly targeted demographic of global travelers.
Commenting on the strategic alliance, Bastien Blanc, Chief Executive Officer, stated: “True hospitality extends far beyond the walls of our properties as it lies in our responsibility to lift the destinations we operate in. By partnering with Airblue, a stakeholder that entirely shares our values of operational excellence and community-centric progress, we are creating a powerful synergy. Together, we are not just marketing flights and hotel rooms; we are committing to the sustainable, long-term growth of the country’s tourism frontiers, ensuring our communities thrive alongside our businesses.”
Commenting on the partnership, Muhammad Shafiq, Director Commercial at Airblue, stated: “This strategic collaboration with PC Hospitality represents a shared vision to promote sustainable tourism across Pakistan. By integrating aviation and hospitality experiences, we are not only making travel more accessible and rewarding for our passengers, but also supporting local communities and destinations. Together, we aim to inspire travelers to explore the beauty and culture of Pakistan responsibly, while elevating the overall travel experience.”
The collaboration marks the beginning of a phased rollout of joint digital marketing campaigns, cross-platform social media initiatives, and seasonal travel packages aimed at redefining the domestic travel experience.
About Airblue
Airblue is one of Pakistan’s leading private airlines, operating scheduled domestic and international passenger services with a commitment to safety, reliability, and customer convenience. With a growing network connecting key destinations, Airblue continues to enhance the travel experience through innovation, service excellence, and customer-focused initiatives, while contributing to the growth of Pakistan’s aviation and tourism sectors.
About PC Hospitality
PC Hospitality, Hashoo Group’s hospitality division, is one of Asia’s leading conglomerates, with a diverse portfolio spanning hotels, restaurants, education, and travel services. With over 60 operating and upcoming hotels, its brands include the luxury PC Signature, Pearl-Continental Hotels & Resorts, and PC Residences; the premium PC Legacy; and midscale to budget options such as Hotel One, Hotel One Vogue, and Roomph. The PC Connoisseur Collection features over 50 renowned dining destinations, including DumPukht, Sakura, Bukhara, Marco Polo, and Tai Pan. Complementing its hospitality offerings, Pearl Tours & Travel delivers seamless car rental and travel solutions and holds the Destination of the World franchise. With its five campuses, the Hashoo School of Hospitality is dedicated to nurturing future industry leaders through comprehensive graduate and diploma programs.
