Cathay Pacific sent out a very cryptic email couple of weeks ago that was so weird (no information at all) that I almost wrote about it.
It is somewhat more transparent today with buzzwords thrown in what Cathay Pacific’s goal is. The airline combines Marco Polo Club and Asia Miles under Cathay, which appears to be the new name for the loyalty & shopping program.
You can access Cathay Pacific’s page for Cathay here.
A video that Cathay has released on YouTube:
Email that Cathay Pacific sent out:
Here’s the announcement from the airline:
Life elevated with “Cathay” – a new premium travel lifestyle brand
Enhancing our engagement with our customers beyond their journeys
A new premium travel lifestyle brand “Cathay” is launched today that aims to bring all we love about travel together with everyday lifestyle.
Over the coming months, “Cathay” will be rolling out a range of new offers in spending, dining, shopping, hotels, and wellness – enabling us to engage with our customers not only when they fly with us, but every day.
“Cathay” brings together Cathay Pacific, Marco Polo Club and Asia Miles all in one place, simplifying the way our customers interact with us, including how they earn status and use miles.
At the same time, “Cathay” also makes our proposition more appealing. By integrating our offerings and through better partnerships, we will bring a wider range of products and services to the benefit of our customers.
The first of these offers – a new Cathay co-branded credit card – will be launched in Hong Kong soon. These will all culminate in a refreshed customer relationship programme in the first half of 2022.
Importantly, Cathay Pacific continues as the brand of our airline globally. Initially, “Cathay” will only be available in Hong Kong while Cathay Pacific will continue to be our brand around the rest of the world. Over time, we will aim to expand the “Cathay” premium travel lifestyle brand to other markets.
Chief Executive Officer Augustus Tang said: “Our ability to enter the travel lifestyle space and the success of this strategy is built upon the enduring strength, trust and respect that Cathay Pacific has established over 75 years of accomplishments, and the hard work and dedication of our people around the world.
“At the heart of the ‘Cathay’ brand is a celebration of all the best things we love – and have missed – about travel. We are very proud to have been connecting our customers with people, places and experiences around the world through the joy of 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.”
Cathay Pacific hints that there will be more ways to earn Club Points (tier miles) that must be credit card and shopping required.
Having had both the Marco Polo Club and Asia Miles has made very little sense and creates confusion among its members. There is no need for two programs; one for tier points and another for earning and redeeming miles.
It is interesting to see what Cathay has coming in our way in 2022 when everything hopefully settles in terms of Covid-19. However, it is tough to see Hong Kong’s airline coming through the pandemic and political situation in the city any stronger. Its heyday is likely way behind us.