Hawes & Curtis: Accelerating growth through user experience
One of the most awarded airlines in Asia Pacific and the world, Cathay Pacific continues to win the hearts of travelers worldwide. Its international accolades, including those by APEX Regional Passenger Choice Awards, TripAdvisor and Conde Nast Traveler, are testament to Cathay’s strong customer focus and popularity.
It currently provides full flight service to over 200 destinations in Asia, North America, Europe and Africa. New destinations are constantly added to take travelers to more places around the world.
“Nowadays, the flying experience extends beyond flying itself. There’s more focus on the end-to-end customer journey. And Cathay is keen to play a part in enhancing the full customer experience – from destination inspiration, trip planning, booking, and managing the trip, to even the times of disruption,” says Celine Hon, Head of Digital – Customer & Commercial, Cathay Pacific.
“Consumers are constantly on the move nowadays. They will use whatever channel that can give them an instant response when they have a question. One of the things Cathay has started developing is a chatbot, named Vera, to help with certain customer enquiries more promptly.
"Nowadays, the flying experience extends beyond flying itself."
Today’s travelers are more resourceful. They are more demanding than ever before, too. Enhancing consumer-brand interactions that can better cater to travelers’ needs is definitely our area of focus.”
Celine adds: “Travel has become such an essential part of everyone’s lives now, especially when it’s so easy for us to travel within Asia.
Take Hong Kong as an example. There are many great places that are accessible within a 5-hour flying radius. And we are observing an increasing trend of late bookers who are looking for very short getaways. At the same time, there is an increase in special group travelers.
Very often, these are small groups of friends with a particular purpose to travel. They could be a group of retirees looking to catch sights of the autumn red leaves in Japan, or millennial friends checking in to new destinations on their Instagram.”
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