Cebu Pacific's target market is budget-conscious travelers who want affordable, no-frills travel. Its main competitors are AirPhilExpress, Zest Air, Philippine Airlines, and AirAsia Philippines. The domestic air travel market size in 2010 was 8.4 million tourists or PhP 42 Billion, with estimated growth of 12% in 2011. Cebu Pacific has the most domestic destinations available and combines low airfares and online booking to attract customers.