Cathay Pacific sets ambitious plans for premium travel experience

When discussing which airlines serve as benchmarks, Lam cited Singapore Airlines—another carrier with only cross-border traffic but a strong global premium presence—and Qatar Airways, known for its high level of service and global reach.

Lavinia Lau, Chief Customer and Commercial Officer at Cathay, commented: “It’s all about understated luxury.”

Cathay defines itself through three main pillars: a long-standing history rooted in Hong Kong; pride in being part of China while serving as its most international airline; and an extensive global network. These values are reflected in diverse cabin crew representation, varied catering options including Chinese wines onboard, and entertainment selections designed to highlight the airline's international character.

To maintain high service standards, Cathay launched the “Better to Best” program. This initiative covers areas from passenger interactions to bathroom cleanliness. Crew members are incentivized through a points system redeemable for store or supermarket coupons. Lam stated that this approach has encouraged staff to keep standards high throughout each flight. He also noted that crew attrition rates remain low, with many staying for more than 30 years.

Additionally, passengers can offer real-time feedback via a four-question survey available on inflight entertainment systems before landing.

Looking ahead, Cathay plans to upgrade its regional A330 product with lie-flat beds and introduce significant improvements to First Class cabins when it receives new Boeing 777-9 aircraft in 2027.

AirlineRatings CEO Sharon Petersen recently experienced Cathay Pacific firsthand on a flight to Hong Kong. She highlighted three observations: “the diversity of cabin crew, small but thoughtful details that added to the luxurious yet functional feel (such as a pillow spray in the Business class amenity kit and a discreet seat light for night time storage access), and the variety in meal options being Western, Chinese, and more all supported by an extensive inflight entertainment system.”

“It was satisfying that I noticed these things independently before even speaking to Lam and learning about the three pillars,” Petersen said. “It’s refreshing to see a CEO’s words matched by follow-through.”

The interview outlines how Cathay Pacific intends to redefine luxury travel standards amid growing competition within aviation. The company continues working toward its vision of becoming one of the world’s leading service brands.