Cathay Pacific’s reinvention takes it back to humble beginnings

After a disastrous 2016 that saw the airline losing US$74m, Cathay Pacific embarked on an ambitious transformation journey in 2017 that is starting to bear fruit, according to general manager of brand, insights and marketing communications, Edward Bell.

In 2016 – the same year it marked its 70th anniversary – Cathay Pacific posted a US$74.01m (HK$575m) annual loss for the year.

After enjoying decades of prosperity, the financial results were a wakeup call for the Hong Kong-headquartered airline, struggling to meet keen competition “flooding in” from rival mainland Chinese and Middle Eastern carriers.

In 2017, Cathay pivoted its course by embarking on a transformation programme to turn around the entire business.

The move is paying off according to general manager of brand, insights and marketing communications, Edward Bell, speaking at the Mumbrella Asia Travel Marketing Summit in Singapore....

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