The airline is developing new digital platforms for frequent fliers to access its latest dining, shopping, hotel, and wellness offers.
Today, Hong Kong’s flag carrier has announced the launch of “Cathay,” a new premium travel lifestyle brand that aims to bring a wider range of products and services to customers even when they aren’t in the air. With Cathay, the airline plans to integrate Cathay Pacific, its loyalty program Marco Polo Club, and Asia Miles all in one place, simplifying customer interactions and making it easier to earn statuses and use miles. Over the coming months, the airline will be rolling out new partnerships to offer more dining, shopping, hotel, and wellness experiences that encourage customers to “elevate their daily lives.” A dedicated Cathay shopping site will allow users to pay with cash, miles, or a mixture of both, while the brand will also introduce a wellness platform to promote healthy living.
The airline says that earning and spending Asia Miles will become more convenient, and there will be more ways to earn Club points than ever before. A new Cathay co-branded credit card will soon be launched in Hong Kong; a refresh of Cathay Pacific’s customer relationship program has now been slated for the first half of 2022. Initially, the Cathay brand will only be available in Hong Kong, though the company is aiming to expand its reach to other markets around the world over time.
In a statement, Cathay Pacific’s Chief Executive Officer Augustus Tang said, “At the heart of the Cathay brand is a celebration of all the best things we love — and have missed — about travel … Cathay reinforces our commitment to engage with our customers in their everyday lives with world-class service. By adding more value and simplicity, we are helping to move them forward in life as per our “Move Beyond” purpose.”
More information here.