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Cathay Pacific Hints of “New Business Class Experience” to be Unveiled

The airline alludes to a Q3 roll out of new cabin concept and service, but remains silent on the details

Cathay Pacific has teased the launch of a “new business class experience” coming later this year.

The airline alluded to the unveiling in material announcing its new branding campaign under the slogan “Move Beyond,” replacing the carrier’s former “Life Well Traveled.”

Cathay Pacific is set to announce the new business class experience in Q3 of this year. The new offering is intended to complement Cathay’s overhauled business class dining concept, according to the airline, that is due to complete its progressive, year-long rollout across the airline’s long-haul network next month.

As to what this new experience will entail, exactly, Cathay is being cagey for the time being. Responding to Business Traveller Asia-Pacific, a spokesperson for the airline said: “We are very excited about the in-flight entertainment enrichment and premium products upgrade, which will start to come in Q3.”

It’s possible this may suggest the airline is gearing up to announce a new business class seatproduct in the coming months, though it could also indicate a revamp of some of the premium cabin’s amenities. Cathay has already confirmed that it is working on a new first class seat product that is expected to make its debut on the airline’s upcoming Boeing 777-9 aircraft mid-2021.

Responding to a question from Business Traveller Asia-Pacific about the new first class cabins at the airline’s annual results announcement back in March, Cathay Pacific chief customer and commercial officer, Paul Loo, said: “The team has been working very hard with different suppliers in the cabin interior design, taking lessons learnt from the previous aircraft program, as well as looking at the latest technologies keeping in mind customer comfort. We will at the right time share with the public and media what the design will look like, and you’ll be pleased with the result.”

Cathay plans to take delivery of 21 B777-9s by 2024.

The airline also confirmed that a “new and improved” version of its own Betsy craft beer, named after its first Douglas DC-3 aircraft and which it first launched in 2017, will be returning.

Hong Kong’s flag carrier has been making a number of changes to its product and service over the past few months. Along with its new business class dining concept, this has included the rollout of new locally inspired in-flight menus across all classes for all of its flights departing Hong Kong at the beginning of this year.

Meanwhile on the ground, Cathay is expected to reopen its lounge at Shanghai Pudong International Airport, also in the third quarter of 2019, following a renovation of its design and facilities.

This follows the opening of a new yoga and meditation space, The Sanctuary, at the airline’s The Pier Business Class Lounge at Hong Kong International Airport at the end of January