When CX Innovates

CEBU, Philippines - True to its cultural mix (British and Chinese), Cathay Pacific Airways has always been known for its conservative yet dependable business practices. So, Asia took note when top CX executives formally announced last August that the company ordered 30 brand new A350-900 planes from Airbus, as well as signed purchase rights to another six units of 777-300ERs from Boeing.

“Our financial results show…an unexpected rapid and significant recovery in premium passenger traffic and cargo loads (CX made HK$6.8 billion in profits for the first six months of 2010!),” CX Chairman Chris Pratt announced in a press conference. “And our aircraft order speaks volumes about our confidence in the growth and future of Hong Kong as Asia’s leading international aviation hub.”

By December 2010, CX coordinated a grand affair attended by no less than 3,000 of its top-tier Marco Polo Club members, local officials and industry partners, as well as international media to cover the glittering celebration entitled “Light Up the Sky” at the cavernous Hong Kong Convention & Exhibition Centre in Hong Kong Island.

In a press conference prior to the affair, CX COO John Slosar gave us a preview of the new uniforms to be worn in the second half of 2011 by frontline staff, created by noted Hong Kong designer Eddie Lau. He also introduced Hong Kong artist Maria Lobo whose Eurasian-style abstracts will be enjoyed in the new Business Class cabins.

Slosar pointed out that theirs is a consumer business so CX is making sure to have an edge so clients will prefer their products. Sleep, he said, is important to travelers. “ This is an area to invest in, so people have a reason to choose CX,” he explained. “ The CX brand has always stood for premium travel!”

Innovations in the new Business Class – true to CX corporate culture – have been based on specifications resulting from extensive and thorough research on passengers, CX Head of Product Alex McGowan shared. Passenger representatives, he said, were chosen for their height, weight and nationality and they slept in three full-scale mock-up models of the new private seats. Their feedbacks translated into the fine-tuning of the seats.

The new private seat has more storage spaces for handbags, laptop cases and bottled water; a cabinet for shoes and small valuables which can be put up as screen for more privacy when seat is reclined. The ergonomic foam provides ultimate seating and sleeping comfort. Bed is widest and longest among other airlines. A multi-port connector includes an RCA port, an iPhone/iPod connector and a USB port.

CX spent over a billion HK dollars in 2009 for retrofitting the Business Class cabin among 86 aircraft, losing three to four seats per cabin in the new set-up. But CX never hesitates to go the extra mile for passenger satisfaction. And COO Slosar, in response to a question from the floor, assured that there will be no fare increase with the new Business Class, because management wants world travelers to use CX. He envisions ROI to be met in time through constant creative innovations.

For one, they are employing crushed core technology in having thin but sturdy amenities, giving more space to passengers. And the new A350-900s are now environment-friendly, being more fuel efficient for long-haul flights. (FREEMAN)