Cathay Pacific To Upgrade Soft Product In Premium Cabins

Cathay Pacific has announced a glut of upgraded soft products for premium passengers. The airline has joined forces with luxury brand Bamford in an effort to entice top payers on board.

Cathay jet in flight
Cathay begins an association with fine-living brand Bamford. Photo: Cathay Pacific

Today (15/11/19) Cathay Pacific announced, “Enhancements to the service, soft products and culinary offerings are rolling out on board its First and Business Class cabins.”

The airline describes the improvements to its premium cabin experience as “thoughtfully chosen”. Designed to provide passengers with a, “Holistic, sensory experience that begins from the moment they begin their journey,” adds Cathay.

These improvements stem from the Hong Kong carrier’s alliance with the luxury lifestyle brand Bamford. The UK business, which prides itself on ethical produce and values, has designed a tranche of soft products for Cathay.

The product revamp started quietly on October 1st, according to Point Me To The Plane. Amenity kits, bedding and an enriched first class dining experience were then among the premium offerings.

Premium passengers aboard Cathay flights may now expect:

  • Improved business and first class amenity kits
  • Plush business class bedding including mattress topper, slippers, duvet and pillow
  • Even plusher first class bedding including mattress topper and duvet
  • First class “pillow menu”
  • New first class menu including something called “nutritious wellness options”

We have contacted Cathay for more information.

Marketing ploy

With its revenue crumbling beneath the feet of Hong Kong’s radicals, the airline’s improvements are timely. Writes Travel Weekly, Cathay recently admitted it’s having a “challenging and uncertain” future ahead of it due to the ongoing troubles.

It is tempting to believe that the changes now form part of the airline’s rescue strategy.

Cathay first class cabin interior
Cathay hopes its new first class cabins will regain custom in light of the HK protests. Photo: Cathay Pacific

Amid talk of Cathay’s market slump chief customer and commercial officer Ronald Lam hopes the new premium experience will entice customers.

We continue to invest in our customer experience offering with a number of enhancements,” Lam told Travel Weekly. “Particularly new soft products and dining services in the first and business class cabins, being rolled out recently.”

He said of the improvements, “Together with our expanded inflight entertainment offering and our new long-haul economy class dining collaboration with a Michelin-starred restaurant group, these enhancements will give passengers more reasons to fly with us.”

Cathay hit hard

As we reported in October, Cathay is the airline hit the hardest by the continuing unrest in Hong Kong. In that month the numbers of inbound travelers to the city-state dropped by more than a third.

Reports Travel Weekly: “Cathay Pacific and Cathay Dragon passenger carryings fell by more than 7% in October to 2.7 million over the same month last year.”

Cathay business class cabin interior
A “bespoke” customer journey greets the premium passenger onboard Cathay’s flights. Photo: Cathay Pacific

From Cathay

Cathay claims its new first class cabins will offer a more “bespoke” customer journey. “Inspired flavours, calming fragrances and refined textures”, it hopes will seduce top paying customers and yield an improvement in revenue.

Of its new-look business class Cathay says, “Travellers can bask in an enriched sleep proposition that includes newly introduced and greatly enhanced bedding and slippers, ensuring passengers arrive at their destinations refreshed and ready for what awaits them.”

Cathay’s General Manager Customer Experience and Design Vivian Lo said, “We are incredibly excited to be unveiling many wonderful enhancements in our First and Business Class cabins, and to have Bamford, a renowned leader in sustainable luxury, as the cornerstone of our premium inflight experience.”

The question is will the promise of a premium in-flight experience be a sufficient draw to enable Cathay to ride the storm.