Cathay Pacific has come out with a unique and soft reiteration of its brand purpose: Move Beyond. This call to action stems from the airline’s purpose of moving people forward in life, through the airline’s ability to connect them to meaningful people, places and experiences.
Cathay Pacific Chief Executive Officer Rupert Hogg says: “Over the last seven decades we have grown to become one of the world’s leading airlines, and our goal now is to continue to move forward by becoming one of the world’s greatest service brands.”
In fact, this also acknowledges that despite 70 years of proven experience, there is room to improve and better its service, which is the hallmark of brands and services that constantly evolve and improve. And it is a sharper-than-ever-before quality service orientation that will stand a completely service-driven brand like an airline in great stead.
So what is ‘Move Beyond’?
“Move Beyond is our call to action,” says Rupert. “For us, it is to have an ambitious leadership mindset. We choose to lead and blaze a trail of progress. It represents our continued commitment to delivering personal service that moves people emotionally. To never stand still.”
The airline’s brand reflects its determination to challenge what is considered ‘standard’ or ‘expected’; to move beyond and be the very best it can be. Living up to this aspiration will enable Cathay Pacific to reach levels of service and customer experience that place it amongst the world’s greatest service brands.
Good Corporate Behaviour
In fact, although this is obviously to sharpen the competitive edge for ultimately better top- and bottom lines, the thoughtful and sensitive iteration bears study. Especially the Values, and their thoughtful, progressive, can-do spirit. These bear not just study, but emulation too.
Check out the pillars in each iteration: respecting, caring, forward-thinking attitudes, confidence and trust, positivity and determination. These are some of the behavior traits that today’s progressive younger people judge a brand by
Thoughtful, progressive and can-do spirit are the three core values that matter most to Cathay Pacific as it strives to provide its customers with a superior experience at every stage of their journey.
- Being Thoughtful is about respecting and caring for everyone, wherever they’re from and wherever they’re going to, treating them as the airline’s people would wish to be treated Cathay Pacific goes to great lengths to understand and help them on their way in life.
- Being Progressive is about bringing modern, forward-thinking attitudes and ideas to its customers, in a simple The use of technology makes customers’ journeys easy and enjoyable.
- And the Can-Do Spirit is about inspiring confidence and trust among its customers with positivity and determination.
Check out the pillars in each iteration: respecting, caring, forward-thinking attitudes, confidence and trust, positivity and determination. These are some of the behavior traits that today’s progressive younger people judge a brand by – only brands that demonstrate these values and attitudes consistently and genuinely, that unfailingly live them, will remain in favour and preference amongst the younger millennials and even more, the ever-growing numbers of Gen Z youngsters.
And of course, apart from admirable behavior, the brand will need to deliver on quality of service, which is where the ‘business’ end of the message come in – the promise of what Cathay will deliver to its customers, and how it will deliver it.
For that, Cathay Pacific says it will move beyond for its customers by bringing personal recognition and a sense of care and reliability to the whole travel experience. Notice more desirable attributes here: Care and reliability.
And to that end, they have introduced new seats, installed Wi-Fi across the majority of their long-haul fleet of aircraft, enhanced food and beverage offerings in all classes, and upgraded their digital platform to give customers more control of their journey – with the promise of more to come in the months ahead.
All this from an airline with one of the youngest fleets in the world, ongoing network growth, digital enhancements and the re-opening of a stylish Cathay Pacific signature lounge in Shanghai Pudong. Plus a wealth of new inflight entertainment content upcoming in the next few months, giving themselves what they claim will be ‘the greatest range and volume of movies, TV and audio programmes of any Asian airline’. Plus the launch of a new Business Class experience later in the year, complementing the modernised dining proposition introduced on all its long-haul flights.
It’s definitely a smart and strategic business overhaul that deserves a toast. When it returns on popular demand, you could raise a Betsy Beer, the craft ale that Cathay has specially brewed to be enjoyed at 35,000 feet.
Cathay Pacific’s Move Beyond is a code of beliefs and conduct; facilities, technology and infrastructure, which, combined, would help CEO Rupert Hogg get a really satisfactory answer to his question: ‘It does not matter how far we have come; what matters is how far we will go’
Innovation and Ambition
Innovation and ambition are what drive – should drive – any business, and Cathay Pacific has pushed boundaries on ambition for business geographies, and innovation – on long-haul travel, they were the first to enter new markets and directly link Hong Kong with key destinations worldwide. Recent times too have seen an unprecedented rate of expansion, with the Cathay Pacific group launching 12 new routes since 2018, in tandem with the arrival of new, technologically-advanced Airbus A350 aircraft and a range of customer-centric enhancements.
So, Cathay Pacific’s Move Beyond is a code of beliefs and conduct; facilities, technology and infrastructure, which, combined, would help CEO Rupert Hogg get a really satisfactory answer to his question: “It does not matter how far we have come; what matters is how far we will go.”
If it lives up to and by the iteration of its new brand mission, Cathay Pacific should definitely Move Beyond.