Hong Kong’s home airline hopes to give readers equal doses of “inspiration, delight, and discovery.”
The inaugural May 2023 issue of Cathay magazine.
After being suspended during the pandemic, Cathay Pacific’s monthly inflight magazine has made a comeback, though not under the previous name Discovery. Now titled Cathay, the re-envisaged publication reflects “Cathay’s evolution into a premium travel lifestyle brand” and can be found across all cabins onboard and in Cathay Pacific lounges.
In a statement, the airline’s Chief Customer and Commercial Officer Lavinia Lau said, “Our purpose is to move people forward in life by connecting them to meaningful people, places, and experiences. Through the content we share, we want Cathay to become a brand that people refer to on a daily basis, for inspiration and advice on the premium travel lifestyle.”
The theme of the inaugural issue is “Reconnection,” as Cathay focuses on reconnecting Hong Kong and mainland China with the world. The magazine has launched with a series of eight different covers showcasing aerial views of Hong Kong and other key destinations, including London, New York, Shanghai, and Sydney.
Readers will find seven all-new sections inside the magazine. The first, “Hong Kong & the GBA,” spotlights what is new in Cathay Pacific’s extended home market; the acronym GBA stands for the Greater Bay Area, a government-sanctioned term that has largely superseded the more geographically accurate Pearl River Delta. “Explore (Travel and Hotels)” looks at destinations across the carrier’s route network, and “Dining” has a similar global scope, drawing attention to must-book restaurants and cutting-edge chefs. Mindful travel, wellness, and sustainability are all covered in the “Wellness” section, while “Shopping” directs readers to products available through the Cathay shop.
“The Cathay Way” offers a more personal take on the airline, whether that’s through an insider’s look at the fleet, a recollection at past achievements, or walkthroughs of the Cathay membership program and tips for earning miles. “Inflight Entertainment” introduces the extensive onboard library of new Hollywood releases, Asian cinema classics, award-winning TV boxsets, as well as the latest albums, podcasts, games, and shows on HBO Max.
As the airline takes sustainability seriously, the Cathay magazine is printed using eco-friendly vegetable oil ink on environmentally responsible and ethically produced paper certified by the Programme for the Endorsement of Forest Certification (PEFC). Out-of-date issues will be properly recycled by contractors.
