AviationThe rebranding aims to elevate the brand's global presence, taking it beyond the pacific into other realms of travel.

Cathay Pacific rebrands as Cathay

By Travel Weekly Asia

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Sep 25, 2023

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Cathay embodies a comprehensive travel perspective, encompassing flights, vacations, shopping, dining, wellness, and payments.

Cathay embodies a comprehensive travel perspective, encompassing flights, vacations, shopping, dining, wellness, and payments. Photo Credit: Adobe Stock/Markus Mainka

Cathay Pacific has embarked on a significant rebranding effort by simplifying its image and launching what it dubs a ‘premium travel master brand’ simply called 'Cathay'.

While Cathay Pacific remains the name of the airline's brand, ‘Cathay’ represents a holistic approach to travel, covering flights, holidays, shopping, dining, wellness, and payments, all unified under the Asia Miles loyalty programme.

This transformation acknowledges that modern travellers seek more than just transportation; they seek comprehensive travel experiences. CEO Ronald Lam noted this evolution, highlighting the company's 77-year journey and its renewed commitment to customer-centric service.

Under ‘Cathay’, customers worldwide can expect innovative offerings, from tailored holiday packages to world-class dining and wellness initiatives. The brand's first global campaign in three years, 'Feels Good To Move', is about making every day an opportunity to live the premium travel lifestyle, where it truly feels good to move forward.

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