Tan Yifan

cicitan2011@gmail.com

CATHAY Pacific, Hong Kong’s flagship carrier, is navigating a strategic course to fortify its market presence in the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) following recent challenges.

In a bid to regain momentum after the airline’s involvement in a discrimination controversy last May, it has inaugurated a lounge providing its intermodal services at Shenzhen’s Shekou Cruise Home Port, which is a favorite choice for travelers who commute to the Hong Kong airport.

Just a week ago, the company’s first batch of 100 mainland attendants made their public appearance and started services.

These are among a dazzling array of initiatives presented by Ronald Lam, Cathay Group CEO, at a media briefing Thursday at the lounge’s inaugural ceremony in Shekou.

According to Lam, Cathay Pacific has emerged from turbulent times with a commendable feat, reconstructing 70% of its passenger flights in 2023. He hinted at a promising financial performance, with preliminary figures indicating a potential profit exceeding HK$8.6 billion (US$1.1 billion) in 2023. It plans to bring over 5,000 new employees on board in 2024 and aims to add around 1,500 mainland attendants by 2025.

In addition, to cater to GBA travelers, the airline says it has added Mandarin broadcasts and offered menus tailored to local preferences to satisfy its mainland passengers’ demands. It will also promote mainland brewed wine on flights starting in March.

“We have redefined our brand post-pandemic, emphasizing reliance on our homeland, anchoring in Hong Kong, and fostering global connections,” said Lam. “It is crucial to reinforce our dependence on our homeland. Currently, we operate 180 flights between Hong Kong and the mainland, and we have increased our investment in the Greater Bay Area.”

Last May, a netizen posted on a social media platform, alleging discrimination by cabin crew members on Cathay Pacific flight CX987 from Chengdu to Hong Kong. The post claimed that cabin crew members were heard complaining and discriminating against non-English-speaking passengers in both English and Cantonese, and an audio recording of the incident was uploaded.