Cathay Pacific’s Evolution into a Premium Travel Lifestyle Brand

A Legacy in the Skies

Founded in Hong Kong in 1946, Cathay Pacific has long been synonymous with excellence in air travel. Over the decades, the airline has built a reputation for its high standards, luxurious services, and commitment to connecting the world. In 2023, Cathay Pacific has taken a significant step in its evolution by introducing its new master brand, “Cathay.” This change represents the airline’s transformation into a premium travel lifestyle brand, aiming to offer not just flights but a holistic travel experience that begins long before passengers board the plane.

Expanding Horizons

Cathay Pacific operates up to eight flights daily from Singapore to Hong Kong and one daily direct flight from Singapore to Bangkok. This connectivity is just a part of Cathay’s larger network, which currently spans over 80 destinations worldwide. By 2025, the Cathay Group plans to expand this network to 100 destinations, underscoring its commitment to growth and global reach. The airline has also achieved 80% of its pre-pandemic passenger flight levels and is working diligently towards full recovery, with a goal of reaching 100% by Q1 2025.

Fleet Expansion and Modernization

Cathay’s fleet is integral to its evolution. The airline currently operates 230 aircraft, with 75 new passenger planes scheduled to join the fleet in the coming years. This expansion will not only increase capacity but also introduce state-of-the-art technologies and amenities designed to enhance the passenger experience.

A Global Campaign: Feels Good To Move

To mark its post-pandemic resurgence, Cathay launched its first global campaign, “Feels Good To Move.” This campaign is more than just an advertising slogan; it’s a celebration of the human spirit and our intrinsic desire to explore and experience the world. Cathay’s commitment to “moving people forward in life” is reflected in every aspect of its service, from the comfort of its cabins to the diversity of its destinations.

Exciting New Offerings

At a recent event, Cathay unveiled several new offerings that highlight its dedication to enhancing the passenger experience:

• New Business Suite: Cathay’s new state-of-the-art Business Suite, set to debut this year, promises ultimate comfort, privacy, and practicality for the modern traveler.
• In-flight Entertainment: Cathay boasts the largest in-flight movie and TV library in the Asia-Pacific region, with over 3,000 hours of entertainment available on 4K resolution displays. The airline is also the first in Asia to offer HBO Max and Disney+ Original titles, ensuring a diverse and premium entertainment selection for passengers.
• Gourmet Dining: Cathay is committed to offering memorable in-flight dining experiences, featuring collaborations with renowned restaurants and signature Hong Kong dishes that reflect the airline’s heritage and culinary excellence.
• Cathay Shop: For those looking to extend their travel experience beyond the flight, the Cathay Shop offers over 10,000 thoughtfully curated lifestyle products and experiences from around the globe.

Commitment to Sustainability

Cathay’s evolution is not just about luxury and comfort; it’s also about responsibility. The airline is deeply committed to sustainability and has set ambitious goals to reduce its environmental impact:

• Reducing Single-Use Plastics: In 2022, Cathay cut nearly 50% of its yearly plastic consumption compared to 2019. The airline aims to further reduce passenger-facing single-use plastics from an average of 7.7 pieces per passenger in 2019 to just 1.5 pieces by 2025.
• Sustainable Aviation Fuel (SAF): Cathay has committed to using SAF for 10% of its total jet fuel consumption by 2030, reflecting its dedication to reducing its carbon footprint and promoting greener skies.

Looking Ahead

Cathay’s transformation into a premium travel lifestyle brand marks a new chapter in its storied history. By combining luxury, innovation, and sustainability, Cathay is not just redefining air travel but also setting new standards for the entire industry. As the airline continues to expand its global reach and enhance its offerings, passengers can look forward to a travel experience that is as enriching as it is enjoyable.

Location                                                             Date and time
Singapore Plaza Singapura, Atrium Level 1      9-11 August 2024, 10am-9pm

https://flights.cathaypacific.com/en_SG/offers/feels-good-to-move.html