As the Hong Kong-based airline celebrates its 60th anniversary, it is enjoying a flurry of well deserved awards. Mike Toynbee reports on a carrier that is flying high
Soaring fuel costs may have had a detrimental impact on profits last year, but Cathay Pacific is currently on a roll as far as awards go. In January, it was named as Airline of the Year by the influential US-published Air Transport World magazine, which described the Hong Kong-based carrier as “respected and admired among peers for its unwavering commitment to safety, technical excellence and customer service”.
That followed on from an accolade last year ranking the airline’s First class as the best in the business. “This reflects Cathay Pacific's commitment to provide passengers with premium products, unparalleled levels of service and a seamless travel experience,” said Skytrax, in announcing the award. “Long-haul passengers can experience one of the world's most luxurious and exclusive travel experiences,” it added. Designed from the outset with a view to setting new standards of privacy, comfort, and cosseting, Cathay’s First class product provides a level of luxury most airlines can only aspire to. Its Airbus A340 and A330 aircraft seat just eight passengers in the front cabin, with 12 on the larger Boeing 747-400s. Although most travellers want their own space, there are two pairs of double seats on each aircraft for those travelling with a companion. As might be reasonably expected from a roundtrip ticket on the Hong Kong-London route costing around HK$75,000 (US$9,700), passengers get not only one of the most comfortable seats in the sky, but there is also the highest level of personal service, ranging from addressing passengers by name to restaurant-style meals. Laptop power points, phones and individual reading lights are all par for the course, but it is the attention to detail that sets Cathay apart. Last month saw further enhancements to the in-flight entertainment programme, with the choice being extended to some 50 movies and more than 100 TV shows, all available on demand. In-flight e-mail is also a feature, along with live TV coverage. Cathay Pacific currently serves 92 destinations in 35 countries and carried 15.4 million passengers in 2005. It has a fleet of more than 90 aircraft with an average age of seven years. Last year, the airline launched a third daily service to Los Angeles, a fourth daily frequency to London, and increased operations to Amsterdam, Beijing, Ho Chi Minh City, Johannesburg, Nagoya, Perth, Seoul and Singapore. It also introduced a three-times-weekly service to Xiamen. This month (April), Cathay is launching three non-stop flights a week to Penang, and is adding three extra weekly departures to Paris and Frankfurt, increasing the total to 10 in each case. Four more weekly services will operate to Denpasar (Bali) and two more to Cebu during the peak season, while a further two weekly flights are planned for Adelaide from June. It is hoped that the delayed start of its planned Moscow service, continuing to Manchester, will go ahead once regulatory problems have been resolved. Cathay Pacific's continued confidence in Hong Kong's future as an aviation centre was underlined by its biggest ever order for new aircraft. The airline made commitments for 16 Boeing 777-300ER long-range versions and three Airbus 330-300s, deliveries of which are due to start next year, with completion by 2010. It has purchase rights for a further 20 777-300ERs. In its 60th anniversary year – the airline started life in 1946 with a single DC3 called Betsy – Cathay Pacific is continuing to deliver a first class service at all levels, but, in particular, at the top end of the market. What you get in First
Seat: with a pitch of 79in and 22in between the armrests, converts into one of the widest, fully-flat sleeper seats aloft, extending to 74.5in; additional storage space in front of each passenger; eight seats on Airbuses, configured as four singles and two doubles, and 12 on Boeing 747-400s (eight singles and two doubles); laptop power point; personal phone; directable dimming reading lights; coat hook; extra storage space
Cabin amenities: sleeper suits, pillows and duvets
In-flight service: pre take-off Champagne, nuts and savouries after take-off; meals served course by course; extensive selection of wines, freshly brewed cappuccino, espresso and café latte; range of snacks and drinks available from self-service bar; freshly cooked cuisine, including steamed rice, congee, eggs and toast
In-flight entertainment: audio visual on demand (AVOD), in-flight e-mail; 10.4in TV monitor; noise-cancelling headsets; choice of 50 movies and 100 TV shows; live BBC World Service; choice of 100 CDs from central on-board server
On the ground: advance seat reservation and online check-in; dedicated First class check-in; 40kg baggage allowance; access to First class lounges worldwide, including the celebrated The Wing and The Pier in Hong Kong
Frequent flyer programme: Marco Polo Club, with four membership tiers (Green, Silver, Gold and Diamond); one of 18 partner airlines in Asia Miles, which has more than 2.35 million members. There are also more than 220 non-airline partners
Website: www.cathaypacific.com
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