A new overarching ‘Cathay’ brand has been launched which the group says will bring together Cathay Pacific and its Marco Polo Club and Asia Miles schemes.

Simply known as ‘Cathay’, the new offering is being touted as “a premium travel lifestyle brand”, with offers set to be rolled out on spending, dining, shopping, hotels and wellness.

Initially the brand will only be marketed in Hong Kong, with a new Cathay co-branded credit card set to launch “soon”, and “a refreshed customer relationship programme” coming in the first half of 2022. The aim is then to expand the brand to other markets “over time”.

The group stressed that the Cathay Pacific airline brand would remain, with the Cathay brand aimed at simplifying “the way our customers interact with us, including how they earn status and use miles”.

More details on the new Cathay offering can be seen at cathay.com/elevateyourlife.

Commenting on the news CEO Augustus Tang said:

“Our ability to enter the travel lifestyle space and the success of this strategy is built upon the enduring strength, trust and respect that Cathay Pacific has established over 75 years of accomplishments, and the hard work and dedication of our people around the world.

“At the heart of the ‘Cathay’ brand is a celebration of all the best things we love – and have missed – about travel. We are very proud to have been connecting our customers with people, places and experiences around the world through the joy of travel.

“‘Cathay’ reinforces our commitment to engage with our customers in their everyday lives with world-class service. By adding more value and simplicity, we are helping to move them forward in life as per our ‘Move Beyond’ purpose.”

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