Cathay Pacific Airways
Ravi Sreekakula
Mgr, Internet Marketing N. America
Cathay Pacific Overview
• Cathay Pacific Airways serves over 90 destinations in 33
countries with one of the world’s youngest fleets
• From N. America, the airline offers daily service to Hong
Kong and beyond from New York, Los Angeles, San
Francisco, Toronto, and Vancouver
• Recently, Cathay Pacific was voted
“Airline of the Year 2005”
in the Skytrax survey by over
12.3 million consumers worldwide
• Cathay Pacific member of OneWorld
which includes American Airlines
Cathay Pacific websites (N. America)
Cathay-usa.com
hmain consumer website (US)
h includes 55+ special fares
CxLeverage.com
h small business website
Cathay.ca
hmain consumer website (Can)
CxCyberAgent.com
h travel agent website
h includes “Miles for Me” program
Cathay Pacific’s All Asia Pass
• One low fare includes travel to over 19 cities in 21 days
• Serves as introduction to CX and it’s network
Cathay Pacific Online Snapshot
• Online revenues have tripled year-over-year, and continue to
outpace capacity growth
• Increased online marketing activity includes:
- email marketing,
- interactive promotions/sweepstakes,
- fare specials,
- SEO/PPC advertising, and
- travel search partnerships
• Increased online sales results in significant reduction of
distribution costs
Cathay Pacific Online Challenges
• Reaching a niche demographic of US/Can based travelers to
Asia
• Asian travel booked online currently a small %
- Although US carriers book a majority of travel online, travel to many Asia
destinations still limited at only 1% to 5% online
- One popular exception for Cathay Pacific is JFK to YVR, which is the
closest thing to a domestic market, despite low awareness
• Shrinking marketing budgets create need for targeted marketing
Cathay Pacific Travel Search Partnerships
• Travel Search marketing allows Cathay Pacific to
cost-effectively target based on consumer behavior
• Initial partnerships include SideStep and Mobissimo
- Incidentally, Sidestep reported