Wishing everyone Merry Christmas and a happy holiday!

Smarter procurement A new icon in AsiaCharting all the exciting activities on the

day Cathay Dragon was born

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Giveaway bonanzaSubmit your best 2016

memories to win fabulous prizes

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Helping the airline winNew performance management

framework ready to launch

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A magazine for the people and friends of Cathay Pacific and Cathay DragonDecember 2016, Issue 248

Multiple improvements to deliver more value for money

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NEWS

Smarter procurement process delivers more value for Cathay

A lot of great things have happened over the past 12 months. We celebrated Cathay Pacific’s 70th anniversary as Hong Kong’s home airline and saw the arrival of a game-changing new aircraft type, the A350. We also gave a very warm send-off to our final passenger 747 – the plane that in many ways made us what we are today.

We strengthened our networks through the launch of Madrid and Gatwick, and opened new lounges that have been winning widespread praise. And in November we launched Cathay Dragon, aligning the brands of our two airlines which, over the long term, will bring huge benefits to our customers and the company alike.

Underpinning all these achievements

was a great effort from our teams in both Cathay Pacific and Cathay Dragon. Your determination to provide superior service, safe operations and a Life Well Travelled for our passengers never faltered, and you should all feel proud about what we have been able to achieve. The discretionary bonus and pay rise we announced at the end of the year was in recognition of the hard work and commitment of what is still the best team in the business.

Sadly, all the good work was overshadowed by one of the most severe business challenges we’ve faced in recent memory. We have seen our revenues come under pressure before, but what we experiencing now is different – there is a clear indication that we are seeing structural changes in the industry, and not

just a cyclical downswing. The changing competitive landscape is going to require us to do things in a different way.

2017 is going to be a challenging year – and also a critical year – for our company. In the face of the ongoing business challenge we will be working at ways to boost our revenues and improve productivity across our airlines. And at the Leadership Conference on 18 January we will reveal a new strategic direction for the company that will focus on how we can win over the longer term. It’s important that everyone in the team is on board and aligned as we begin this new journey. There are challenges ahead, for sure, but also a great many opportunities.

Thank you for all your hard work in 2016. Best wishes for the festive season and a happy New Year!

Message from the Chief ExecutiveIvan Chu

• Teams are category-aligned to create a better focus on the market and procure more smartly• Improvements include new technology, bundling to get better pricing, and developing strategic relationships with suppliers• Successes have already been seen in different parts of our business

New strategy rollout in 201718 January marks the beginning of the rollout of the new business strategy for Cathay Pacific and Cathay Dragon, sharing how we will change and set ourselves up for sustainable success.

Some 350 of our senior leaders will come together that day for the 2017 Leadership Conference, where the focus will be on laying out the context for the new strategy, addressing the challenges currently faced, and showing how the new strategic direction will transform the way things are done across the airlines.

“This new strategic direction is going to impact everyone across the whole organisation,” says Director People Tom Owen.

“Our leadership team will not just be briefed on the strategy, but will leave the room clear and motivated about what happens next and what their own personal roles will be in delivering the strategy to their teams.”

Communication and engagement with our people will play a key role in making the strategy rollout a success.

Leaders will be given toolkits and the support they need to engage with their teams, “and we’ll be taking regular temperature checks to ensure we are staying on course,” says Tom.

“We are explaining to senior managers that they need to lead and engage in a different way than before. We need all our people engaged and willing to go along with us on this journey if we are to begin to win again as an airline group.”

Colleagues can expect more face-to-face sessions to get an understanding of how each team fits into the bigger picture and can they can help to support the new direction. There will be an evolution of the strategy as it unfolds over 2017.

In advance of the strategy rollout, our people have been kept up to date on the critical review of the business now underway, with three Auditorium sessions held earlier in December to give the bigger picture on the current situation and what happens next.

Well before the current business downturn, the Airline Procurement & Aircraft Trading Department (APD) had embarked on a transformation – as part of Horizon 8 – to enable it to deliver more value to the business.

The next step of that transformation will see APD deploy a new technology platform providing a better ability to manage suppliers, negotiate savings, procure goods and services, and keep better track of spending. 

General Manager APD Keith Brown is acutely aware of the need to rein in costs in the current climate, saying that the department has developed a set of priorities for 2017 to build on the work already been done.

These include the formation of category-aligned teams that understand the market better and build strategies around the best way to procure in each category.

“This helps us in the aggregation of what we buy – bundling together rather than just buying for a single port or service, which means we can offer larger volumes of work over a longer period of time in return for

See the combined January/ February issue of CX World for insights into the new strategy.

Success example 1: CateringIn 2014, APD started bundling catering tenders among ports across the whole network.

“This increased competition between suppliers who were not only attracted by the significant volume of business coming with each tender but also the longer-term contracts that were on offer,” says Keith.

“Reducing costs through smart procurement, if done well, does not mean reduced quality. For inflight catering, we have reduced the cost per RPK by 5% over the last few years while the customer satisfaction rating has actually increased.”

lower pricing.”Another pillar focuses on developing strategic relationships with the

suppliers we’re most engaged with, removing non-productive costs and adding more value.

“There are around 8,000 different suppliers in total but we are now paying extra attention to the top 90 or so, who account for 80% of our total expenditure,” Keith explains

All this work needs to be enabled by better processes, which is where the new technology platform comes in.

“We are getting to ready to launch the SAP Ariba system, where many of our suppliers will register and take part in eBay-style reverse auctions, competing openly against each other and seeing where they stand in the ranking.

“Of course we’ll still need the professional expertise and relationship-building APD brings, but this technology will allow us to manage bidding more consistently and with better results,” Keith says.

Success example 2: AirportsFrom a procurement perspective, airports are unique in that most are monopolies for which key customers, the airlines, compete for slots.

“Our way of engaging with airports on the commercial front is very much based on anticipating and engaging early in the network planning process to give them the opportunity to influence our decisions by offering the best commercial terms,” Keith says.

“Developing strong partnerships with a number of key airports is important to our strategy and has already saved tens of millions of dollars for the coming years.”

CX WORLD

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Raising our performance

The business landscape is changing rapidly and Cathay Pacific and Cathay Dragon people will have to work more smartly ahead in order to stay competitive and be able to live up to our Life Well Travelled brand promise. And all of us have a role to play here.

“2017 is going to be the year in which we begin to redefine the future of the Cathay Pacific Group around our customers,” says Director People Tom Owen. “And we all need to be working in high-performing teams to ensure we are ultimately successful here. This requires all of us demonstrating competencies that we know are essential for success, a new clarity around our own work goals, and more attention on our performance.”

The new Performance Management Framework will facilitate all of this. It is supported by a common language of competencies unique to Cathay Pacific and Cathay Dragon for all our people, who are critical to the airline’s success. It also provides the functionality to both set and cascade relevant goals across teams, and a user-friendly process to review and appraise performance and tools to help with professional development.

“But a fresh commitment is also needed around how we treat performance management, and so these new tools have been supported by a programme of seminars to our leaders on how to get the best out of their teams,” says Tom. “All 2,014 leaders with reports across our airlines have now been through this, from directors to frontline people, to ensure their future behaviours are all clearly aligned with the new expectations.”

Head of Employee Experience Tony Reynolds concludes: “The competency framework and performance management process will provide consistency throughout our people management activities to make sure we are hiring and promoting the right people, as well as providing the right training and development support to help our people navigate a more rewarding career.”

The system goes live on 3 January. 

• Every employee has a role to play in helping the airline win • New competency framework enables managers and colleagues to set clearer goals and direction for 2017 • A new technology platform that will help colleagues understand expectations, record development activities and track performance

The 5th Swire China Conference was held at Jing An Shangri-La in Shanghai on 25 October and – riding on the group’s 150th anniversary in China – was on a bigger scale than in previous years.

Attended by a record 200 Swire executives from different divisions, the conference took on a special meaning by being held in the city where John Samuel Swire established the group’s first China office 150 years ago.   

Under the theme “Change and Continuity”, the conference featured insightful speeches from both internal and external speakers that covered a range of subjects related to doing business in the Mainland. 

Before the conference, the group hosted the “Swire Night” concerts in Beijing and Shanghai as part of the 150th anniversary celebrations, providing the opportunity to thank business and government partners for their ongoing support.    

The “Swire Night in Beijing” concert on 22 October was part of the 19th Beijing Music Festival sponsored by Swire Properties, with guests enjoying a spectacular evening of classical music.   

Two days later the “Swire Night in Shanghai” was held at the Shanghai Symphony Orchestra Concert Hall with the Swire-sponsored Hong Kong Philharmonic Orchestra flying in especially for the occasion. 

Among those in attendance were more than 170 students from schools in Shanghai and participants of Cathay Pacific’s I Can Fly and Cathay Dragon’s Youth Aviation Training Camp programmes.

A celebration of 150 great years

Making a toast at the gala dinner were (from left) John Slosar, Sam Swire, Merlin Swire, Baroness Lydia Dunn and Barnaby Swire.

The new competency framework is split into four different clusters, each representing a different type of behaviour that is critical to the Airline’s success: thinking, acting, interacting and leading.

Mapping competencies to roles

Performance management process

New technology platform

What makes up the new performance management framework?An extensive exercise was carried out with managers across the airline, to assign 4-6 competencies to every role and ensure an alignment in expectations across departments and outports.

Managers will now be required to take greater responsibility for setting and cascading goals, to ensure every team, department and country is aligned to deliver a Life Well Travelled.

A customised platform to help our people understand expectations, record development activities and track their performance

Familiarise yourself with the new process and your responsibilitiesVisit the new Performance Support site to find out more about the new performance management framework. There you will find explanatory videos and quick start guides to help you understand exactly what will be expected of you.

Log onto the new platform on 3 January and get started Follow the instructions provided in the email you receive on 3 January to access the new Performance Platform and start setting direction for 2017.

What does this mean for you?

NEWS

London lounge’s service guardianThe newly renovated lounge at Heathrow is the only one outside of Hong Kong to offer separate First and Business Class areas; it is also 30% larger than its predecessor. CX World chats to Supervisor Premium Lounge Karen Cantelo (above) after the soft opening on 7 December.

What are the most striking differences in the lounge’s new incarnation? Our lounge is bigger, it feels more spacious and luxurious. We have more shower facilities, and The Dining Room in the First Class area where our customers can order freshly prepared dishes from our a la carte menu.

Overall we have enhanced our dining proposition to offer considered choices to our customers. For example, the Business Class area features our signature Noodle Bar, and The Food Hall offers some traditional British delicacies as well.

What do our customers like about the new lounge? They like the airier feel of the lounge and the larger space. The window seating area and our full-service bar are proving very popular with passengers!

Can you give us a glimpse into what you do? My role is to ensure our lounge delivers the highest standard of lounge facilities and services to our customers. This means that I have to make sure our customers feel welcomed; the food and drinks that we serve are excellent; and the ambience is calm and relaxing.

Client-servicing aside, I’m also responsible for liaising with maintenance contractors and the airport authority to offer good solutions to problems we may encounter.

All of our brand new A350s are delivered to Hong Kong from Toulouse with a mix of biofuel blend. This initiative was recently recognised at the annual Swire Sustainable Development Forum, where Biofuel Manager Jeff Ovens picked up the Most Impactful Project Award on behalf of the company.

Jeff says: “The A350 is one of the most fuel-efficient aircraft out there, and it has some of the lowest CO2 emissions on a per seat basis. Coupling fuel efficiency with a fuel that has a lower carbon footprint than regular fuel sends a powerful message about the merit of using biofuel.”

A350 biofuel project recognised“From the internal perspective, the objective of this

project was for us to familiarise ourselves with the use of renewable fuel. Before we filled up our A350s with biofuel and flew them, many questions were asked around the biofuel’s compatibility with regular jet fuel

and also on the risks of using it. Despite trying to convince people from a technical point of view, the best way to demonstrate its viability is to fly with biofuel.”

Jeff adds: “All eyes are on the next phase of development at Fulcrum, where they are expected to deliver commercial quantities of biofuel starting in 2019. The fuel will first be available from US ports such as Chicago and Los Angeles.”

Travelling is an essential part of everyone’s life. How can we, as an airline, enrich a customer’s journey at different touch points?

Three of our IT Graduate Trainees, Simon Lee, Philip Chan and Sandy Lam, spotted that Cathay has limited interaction with our customers after check-in and before they board their flights. Inspired by travellers’ love for selfies and the subsequent sharing on social platforms, the trio had a brainwave for an app to let passengers log their footprints on Cathay Pacific and Cathay Dragon flights, capture their travel moments and stamp those photos with Cathay-branded stickers for easy sharing on passengers’ own social networks. The ultimate aim is to engage our passengers and create organic brand exposure.

This project saw 20 Year One to Year Two IT Graduate Trainees coming together to ideate, prototype and develop the actual app. The Cathay Moments app was born in just two weeks.

“Life Well Travelled means more than just exploring a destination; the memories from the journey are also invaluable,” says General Manager Digital Transformation Leslie Lu.

“With this in mind, our young talents have shown great creativity and skills to bring their unique idea to life. It is exactly their innovative spirit that will enable our airlines to capture the power of digital and lead us into a more customer-centric business.” 

Social engagement• New mobile application called Cathay Moments to increase meaningful interactions with customers • Developed by three IT Graduate Trainees over a fortnight, who carried the project through from ideation, to prototyping and

development • New app in line with Cathay’s drive to become a more innovative and customer-centric business

Philip Chan, Sandy Lam, Simon Lee

IT Graduate Trainees We brainstormed for ideas to make our customers’ journeys more fun through the use of a mobile app. Thanks to the support from our IT managers and colleagues, we were able to see our ideas become an actual product, within a few months’ time.”

Kenneth PunIT Graduate Trainee

I joined Cathay only four months ago, and this project has helped to kickstart my career here, deepen my understanding about the company and build stronger bonds with my teammates. Do try out Cathay Moments. I hope it can bring you joy! “

Download Cathay Moments from the Apple App Store

Special Christmas photo frames and stickers are available throughout the

Christmas season! Android development depends on

customer feedback

Wilson LiuIT Graduate Trainee

Our development team was able to make the best use of our skills to divide and conquer. As a Brushwinger, I’ve enjoyed working with my peers even though we sometimes work until very late at night! I am really looking forward to seeing our customers using our app!”

Meet the developers

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On-time performance

Fuel priceRolling 6 months

Traffic vs capacity (CX + KA)*

Passengers carried 2,636,525 -5.1%Passenger load factor 83.5% -1.4ptASKs (000) 11,328,962 -2.3%Freight carried 167,520 4.6%Cargo load factor 68.1% 1.1ptATKs (000) 2,492,368 -2.1%

* Figures for Nov16

Performance index

Publisher Tom OwenManaging Editor Mark Tindall

Editor Kawai WongProduced by the People Department

8/F North Tower, Cathay City, HK PNL#COM@cathaypacific.com

Jun16 Nov16

Sing Jet Kerosene

ICE Brent

70 60 50 40

Within 15 mins

On-the-dot

82.9%

50.5%

75.6%

45.7%

80

70

60

50

40

30

20Jun 16 Nov16

Cathay PacificCathay Dragon

Future Airport Experience expands across the globe

The High Tech, High Touch journey is gaining momentum as Cathay envisions to have full self service for Economy and Premium Economy passengers by 2020.

Through tech-enabled enhancements which address operational complexities and allow customers greater control over their journey, frontline teams are able to dedicate time to a service-led approach.

“Service Straight from the Heart remains a unique differentiator for the airline. However, to stay ahead in the evolving airports environment and distinguish ourselves as a premium carrier, we must innovate and lead through sustainable solutions that enhance operational and service excellence,” says James Ginns, Director Service Delivery

Since the Future Airport Experience programme kicked off at the end of 2015, Self Service Bag Tag has launched in 10 ports and Self Service Bag Drop in two ports.

Exciting developments are already underway for 2017 with the introduction of baggage tracking and Singapore Changi’s new terminal (illustrated above), which brings a full suite of fast travel features from Automated Document Check to Self Service Bag Tag

and Bag Drop to biometrics and self-boarding. Dominic Vallado, Airport Services Manager Singapore, says: “This offering will take our Cathay customer experience to new heights. Thanks to the tireless efforts of all involved, AHQ, IT and our local teams, we are on track to showcase our High Tech, High Touch experience.”

Vivian Lo, General Manager Airports, says: “Fast travel is no longer a concept and our strategy is to generate sustainable efficiency and productivity gains through the automation and simplification of processes. High Tech, High Touch is the service proposition of the Future Airports Experience programme and our smooth transition to self service has seen both a brave adoption of technology by our frontline teams and a change to the ambassador style of service. Speed to action and an aligned approach across the network is key to our success and I would like to thank our teams for their support.”

James adds: “I would like to thank our Airport teams for bringing to life the Future Airports Experience.” In 2017, Self Service Bag Tag will launch in 17 ports and Self Service Bag Drop in 12 ports across the network.

Self-service achievements so farAmsterdamThe first port outside Hong Kong to launch Self Service Bag Drop now sees up to 100 passengers using the facility for each flight – and the number is growing.

HKIASelf Service Bag Drop is used by up to 2,000 customers per day and a major expansion of kiosks is expected in 2017.

Vancouver In addition to increased customer usage, business productivity has also improved. Equipment cost for Self Service Check-in and Bag Drop kiosks in Vancouver is 36% less than traditional counters. The automated systems also helped Cathay avert a major disruption during an airport-wide system failure.

Our merchandise strategy

Brand DesignColumn

A lot of effort has gone into redesigning our merchandise following the rebranding of both Cathay Pacific and Cathay Dragon. In addition to updating the logos and making sure that the design reflects the “softly spoken, strongly felt” ethos, a merchandise strategy has been developed to guide future product development. Any new merchandise should deliver our brand promise of a Life Well Travelled and also maintain our premium positioning.

Future products will fall into three categories: Corporate, Travel and Aviation.

The Corporate line will carry our corporate premium products, with prominent brand elements. These are items which will create memories and facilitate internal and external engagement – T-shirts for example.

The Travel line will carry personalised and bespoke products which aim at enhancing a passenger’s wellness during their journey while reinforcing the airline’s exclusivity, such as a neck cushion. The Aviation series celebrates our heritage, targeting on a niche customer segment to create brand loyalty – for example, aircraft models.

We have yet to decide which new items to produce in the New Year. Should you have any questions regarding merchandise or would like to share great ideas with us, please contact us at brand@cathaypacific.com

Brand Team

CX WORLD

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• Cathay’s Future Airport Experience programme reaches new milestones as airports embrace High Tech, High Touch vision and respond to changing customer needs

• Improving operational efficiency and empowering frontline service ambassadors to realise Service Straight from the Heart – an integral part of the airline’s premium service offering

• The ultimate aim is to enable a Life Well Travelled by bringing a more personalised and consistent service through smart technologies

Lori MillerAirport Service Manager Vancouver

In May 2016, an airport wide system failure during the spring peak crippled the check-in processes for many airlines in Vancouver, leading to delays of up to three hours. Cathay was the only airline able to check in passengers through our self-service kiosks, and we closed a full flight only 13 minutes past ETD which was a great achievement given the situation.”

NEWS

What is OHS and how does it relate to our people?OHS is concerned with safeguarding the health and safety of each person engaged in work for Cathay Pacific and Cathay Dragon. Regardless of the nature of the work performed, and locations where duties are carried out, our people should be ensured a safe and secure working environment at all times.

Is OHS focused only on ground staff or does it affect all colleagues?It is our intention to ensure the health, safety and well-being of all our people So it’s not just ground staff we are concerned about; FOP, ISD and all office colleagues are also looked after.

How much responsibility do individuals need to take themselves?It is the responsibility of the company to set down its management approach and commitment to safety and health at work.

However it is equally important that all employees take reasonable care of their own and others’ health and safety by adhering to all policies and procedures and reporting any

workplace injuries, illnesses or near misses – no matter how insignificant they seem.

Does OHS also impact on visitors and contractors?While our employees are the primary focus, we are also committed to ensure that all visitors and contractors will remain safe and healthy during their association with Cathay Pacific and Cathay Dragon.

The Group Safety team works with departments such as Property & Services on a regular basis to ensure information and requirements are being communicated.

Who decides our company’s policies and procedures relating to OHS?The OHS policy which states the commitment and direction for the company to follow is agreed among the senior management and signed by the Chief Executive. In addition, the Occupational Health & Safety Action Group (OHSAG), of which the Director People is an active member, meets quarterly to oversee and ensure that the overall OHS standards are sound and well maintained.

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CX World spoke to General Manager Safety & Security Rick Howell to find out more about why Occupational Health and Safety (OHS) is important to everyone working in our airlines...

Safety – an issue for us all

Find the Health & Safety Handbook under Key Company Sites on IntraCX.If you have any suggestions or questions, email CSD#OHS.

Work Well Done was launched in May 2016 to celebrate the amazing stories we don’t always hear about our people doing great work. Since May, over 2,650 stories have been shared on our Recognition Wall from all areas of the business.

“Our vision is to foster a thriving culture of recognition where everybody across the airline, both on the frontline and in the back office, has a chance to recognise others, and to be recognised. Over the past seven months we have made some good progress to achieve that,” says Tom Owen, Director People. “At its core, Work Well Done makes it easier for people to recognise each other in meaningful ways. The programme gives people a way to share positive stories and leaders a way to recognise exceptional work with their toolkits of thank you cards, lounge passes and upgrade vouchers”.

Every story posted on the Recognition Wall before 30 November has been considered for a Niki or Betsy Award. Department representatives have been busy reviewing all the stories from their teams and have selected 10 each that meet the judging criteria, and stand out as exceptional, ready to submit to the judging panel for review. The judging panel will review the shortlist of 100 stories and select the 30 finalists –15 Niki and 15 Betsy. This is no easy task when there are so many great stories. All 30 finalists’ stories will be celebrated at the annual Awards Ceremony in February.

An intimate ceremony will be held on 23 February in Hong Kong and guests will include the 30 finalists plus their chosen guest and members of the senior leadership team. On the night, the 10 Niki and 10 Betsy winners will be revealed. Carly Nankin, Head of People Communications and Engagement says: “February’s award ceremony will celebrate the exceptional stories of all our finalists and those who go above and beyond to make our airline great. It’s important to take a moment and recognise these individuals and teams for everything they do – they surely deserve it.”

Keep an eye out for the announcement of the 30 finalists early next year. Further details of their stories will be shared on the Work Well Done website by the end of January.

Don’t forget to continue sharing your stories on the Recognition Wall. Any stories posted now will be classified as a 2017 nomination.

Gearing up for the 2016 Niki and Betsy Awards

Visit www.cathaypacific.com/workwelldone

Our everyday heroes, people who work behind the scenes and who go above and beyond and make a difference to the business and their colleagues.

What makes a Niki Award winner?

• Drive for excellence• Compassion• Passion and perseverance

Judging criteria

Those who take customer service to the next level, delivering Service Straight from the Heart. They embody our brand and know what it takes to deliver a unique Life Well Travelled experience.

What makes a Betsy Award Winner?

• Proactive & flexible• Genuine & caring• Professional & consistent• Intuitive with good judgement

Judging criteria

• Passionate• Empathic• Personalised

Fellow readers, in March 2017 we will launch a brand-new magazine for the people of Cathay Pacific and Cathy Dragon.

The new publication will take on a completely different look and feel from the current CX World, offering deeper insights into our business, operations and strategic direction, more information and analysis, and a lot more about the people who make our airlines tick.

There will also extensive travel and lifestyle sections, and more about key

Change is coming… to CX World

teams such as our cockpit crew and cabin crew – and it will all come in a convenient and easy-to-read A4 format.

In preparation for the new magazine, we will publish just one more issue of CX World – a combined January/February issue out in early Feb.

Get ready to say goodbye to an old friend!

Do we know what our customers want?  From Cathay City colleague

The winner of the CX World Star Letter scores a bottle of Laurent Perrier Grand Siècle Champagne.

Launched in 1959, “Grand Siècle” is Laurent-Perrier’s prestige cuvée. It is a blend of about 10 carefully selected vintages from 100% Champagne grands crus-growing environments. The bubbles are delicate, the aromas are subtle with a heavenly mouthfeel. The Grand Siècle comes in a bottle inspired by 17th century glassmith masters.

Got any suggestions, questions or interesting observations to share with CX World? Write to PPL#COM.

Prizes sponsored by Winebeast, G-1/F Tai Yip Building, 141 Thomson Road, Wan Chai.

Third party lounge access From Cathay City colleague

Revamp for IntraCX  From Cathay City colleague

Would we consider removing the third party lounge access for MPO Silver card holders and only allowing them to use the Cathay-operated lounges? As oneworld equivalent Ruby members it’s not consistent across other alliance members that you are granted lounge access. It’s an easy opportunity to save money whilst still retaining lounge access in our Hong Kong hub, which is always part of every customer journey at some point. Elaine Lee, Manager Loyalty Marketing, replies: Cathay Pacific lounges are available to First and Business Class passengers, and Marco Polo Club members from Silver and above. Third party lounges serve this lounge proposition where there are no Cathay Pacific-operated lounges in the network.

Silver members are entitled to lounge access when travelling on Cathay or Cathay Dragon as part of the Marco Polo Club benefits and thereby have access to Cathay-operated or third party lounges when they travel with the airline. Under our oneworld agreement, Emerald and Sapphire members have oneworld lounge access when travelling on alliance carriers. Silver members, who are neither oneworld Emerald or Sapphire members, are therefore not entitled to lounge access to third party lounges when they are not travelling on Cathay or Cathay Dragon.

My question is whether there are any plans to revamp Intracx? The interface is quite dated and deserves a makeover to modernise the appearance so it’s more aligned with the company’s image. Besides, a lot of the pages are not up-to-date or some hyperlinks don’t even work anymore. Not to mention the content management system is stuck in the 90s and not user-friendly, with so many glitches and technical limitations.

The cost for an intranet revamp shouldn’t break the bank in the company’s climate now, but will definitely be able to boost efficiency and productivity if designed the right way. Carly Nankin, Head of People Communications & Engagement, replies: Thank you for your question. You are right – IntraCX and Dragonet are outdated in terms of design, content, and functionality, and we absolutely recognise that. In fact, there have been plans and proposals to refresh our intranet for a while now, but a revamp on this scale is a huge undertaking from both a resources and investment perspective.

With the current business climate in mind and budgets still being assessed, we are hard pressed to put a timeframe around this exercise, but please be assured that the intranet revamp is very much on the task list for the new central communications team. We are looking at the revamp as part of a bigger review to improve the way we communicate and engage with our people in more digital ways.

Customers see Cathay as a more expensive full-service carrier, but they note a decline in service standard. While cost-cutting is temporary, and we are catching up on ancillary revenue, the question is: do we need a more substantial change? 

Do we have any plans for updating our company direction? Are we aspiring to become the world’s most customer-centric company? 

We can only move forward if we truly understand what our customers value the most, instead of what we think they want and need.

Currently, it seems we’re assuming every customer is a premium customer. But we’re offering what some see as a lacklustre product. 

Can we tailor our fare products according to appetite? Give value-seeking people the most basic fare product? Ensure our premium customers get the best experience? This way, we can keep our premium proposition and simutaneously compete in the budget space. 

I believe that being customer-focused is the new definition of being premium, and would like to see changes being made in this spectrum.

Tom Owen, Director People, replies: Thank you for your letter.

Along with most Cathay Pacific employees, I care when I hear negative perceptions from customers (or staff) about our products and service standards. We have been successful in the past by creating relevant reasons why customers will choose to pay good money to fly with us, rather than someone else. And as our customers have different travel motives and needs that are changing over time, we must always do more to understand these better. So this is at the centre of the new strategy we will be sharing next year.

This strategy has been developed by the senior leadership group over the past months, and puts focus on us working in different ways ahead, being a lot more productive in how we do things and reorganising ourselves around customers, operations and commercial. This will make a lot more sense in early 2017 when you begin to hear about what’s coming. And, as per your comments, the plan indeed has customers at its very heart. Our future way of working and investing will be driven by deeper customer insights into what they value and how this manifests itself in their purchasing behaviour and interaction with our brand.

Win a bottle of champagne!

CX WORLD

7

The good news is that transformational new technology and tools are now available to harness and organise customer and operational data to allow us to make a step change here. Our goal is to become a company of people that truly understand and are motivated by our brand promise of a Life Well Travelled. 

Change is always a challenge, especially in an organisation that until recently has been quite successful, so it will require all of us to understand the new strategy and to play our part in building a future where we can begin to win again. This is where my team’s communication role comes in, as we will clearly need to bring our people along on this journey with us if we are to be successful.

I firmly believe that Cathay Pacific and Cathay Dragon’s best years are ahead, given the talented and passionate people I have met across this organisation who want us to succeed. There is everything to play for with our many strengths and the future investments planned in products and services that our customers will love. But we have all got a lot of work ahead in order to secure this future.

It is clearly time to win again, and winning will start and end with our customers!

Letters to the editor

CATHAY DRAGON

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3

On 21 November, Dragonair officially cut over to the new Cathay Dragon identity as part of a rebranding exercise to make the Cathay Pacific Group stronger in the long run.

A lot of work has been done internally and externally to bring the new branding to life. To showcase the brand unity between both airlines, displays were set up at both headquarters to highlight the key transformations.

On the cutover day, 200 colleagues celebrated the milestone in a small ceremony held at Cathay Dragon House, that began with an unveiling of the building’s new signage.

Critically acclaimed TV personality and culinary aficionado Nicholas Tse, who’s collaborating with Cathay Dragon on a range of inflight cookies, also dropped by Cathay Dragon House and Hong Kong International Airport to surprise passengers at the departure gate with an assortment of treats.

Here’s a snapshot of the beginning of the new era!

A new icon over Asia...Cathay Dragon launches

CX WORLD

Outports celebrate Cathay Dragon launch

Da NangJust before counters opened, the Da Nang Airport team welcomed customers with a warm team greeting.

Service ambassadors introduced the Cathay Dragon rebranding and shared small hand-made gifts with customers waiting in the queue.

Cathay Dragon mentor programme builds passion for aviationThe 11th edition of DACP saw another 40 young people graduate

The Cathay Dragon Aviation Certificate Programme (DACP) hosted an event at Regal Airport Hotel in November to celebrate its latest 40 graduates.

Now in its 11th year, the nine-month pilot mentorship programme organised by Cathay Dragon, in conjunction with the Hong Kong Air Cadet Corps and the Scout Association of Hong Kong, aims to inspire youngsters to explore the fascinating world of aviation.

Speaking at the graduation ceremony, Cathay Dragon CEO Algernon Yau said: “With the addition of a third runway at HKIA, it

Participants engaged in different activities throughout the programme to build their aviation knowledge. Throughout the nine months, friendships were forged between peers and mentors; the youngsters toured the Air Traffic Control tower, GFS headquarters, cargo ramp, had their simulator experiences, participated in leadership training and more.

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Silkroad readers see doubleThe first issue of Silkroad magazine since the official Cathay Dragon launch has seen the creation of a unique double-cover concept.

The two covers are both illustrations based on classic images from the Kai Tak era and convey the idea that Cathay Dragon is “an airline, reborn”.

One shows an aircraft captured passing between tiers of buildings, although this time the Kowloon tenements have been replaced by iconic buildings from around Asia.

The second illustration shows a plane silhouetted against the sky as it flies over a gap in crowded apartment blocks.

“We wanted to reflect Cathay Dragon’s connection with the past

Captain Marcus de Santis, DACP founderHaving graduated 289

mentees and helped thousands of young aviation enthusiasts through my career workshops, it’s now time for me to have a break.

But I do plan to return after a rest, with new programme ideas to assist our youth in their aviation careers!

It’s great to see so many fine young people develop a strong personal commitment to succeed.

I’ve only asked my mentees to promise me one thing – whatever career they decided on for the future, strive to be the best of the best in that job, which will develop a strong self-satisfaction in what they do!”

is clear there is a strong demand for more aviation talents to support this growth. We are delighted to witness the success of our graduates who have gone on to embark on a career in the industry.”

To date, nearly half of the DACP graduates have joined the aviation industry, working as flight dispatchers, air traffic or load controllers, cabin crew and pilots.

“It has proved to be a highly rewarding initiative for all involved and we look forward to providing opportunities for more and more young people in the years ahead,” Algernon added.

Finding their way in aviation

and also highlight our strong Asian connection,” says Simon Cuthbert, Product Manager – Entertainment & Media Sales.

Also new in the December issue is Mixing Business – a section targeting the airline’s business demographic – while the Cathay Dragon News section features a story on the creation of the airline’s new livery.

Nic’s Cookies – created by Hong Kong celebrity Nicholas Tse – have been introduced on board as part of the Cathay Dragon rebranding.

“We are currently showing his cooking travelogue, Chef Nic, on StudioKA, which is proving very popular, and in January we’ll be showing an interview with the star,” says Simon.

OkinawaThe Airport team celebrated the arrival of Cathay Dragon with a colourful cake!

“Cathay Dragon and our red brushwing is a fresh start for our team,” says Takeshi Tokuda, Customer Services Supervisor, Okinawa. “We feel more united and stronger as one Cathay family!”

WenzhouFor the Cathay Dragon launch, Wenzhou organised cake and refreshments and a check-in skills competition at the airport.“Through our competition we aimed to

share and enhance the Cathay vision, and service standard, with our wider frontline teams on this special day,“ says Julie Ke, Airport Services Supervisor, Wenzhou.

KathmanduGround and air teams celebrated together before the first departing Cathay Dragon flight. The team also received a surprise cake

from the flight’s caterer.

The Cathay Dragon Aviation Certificate Programme 2017 is now open for application.

Details and application procedures are available at cathaydragon.com

Silkroad is available onboard all Cathay Dragon flights.

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OUTPORTS

In September, Southwest Pacific ports launched their first recognition campaign for the frontline teams.

Team members can nominate peers who live and breathe Service Straight from the Heart, display an exceptional work ethic and ensure the safety and security of passengers.

A judging panel comprised of Airport Services Managers and Managers on Duty review and select monthly winners – and at the end of the year, outstanding nominees from each port will win a visit to Hong Kong.

“Creating opportunities for recognition at all levels of the frontline teams and promoting a positive, motivated and productive culture of engagement is very much at the heart of our initiative,” says Project Lead, Airport Services Manager Perth Lisa Armstrong.

“The team is empowered to lead by example and promote achievements, whilst our Work Well Done wall is a platform for ongoing story sharing. We are excited about the campaign; it’s fantastic to watch our staff shine and be rewarded for their effort.”

One valued employee of the month is Kimberley Neo, Adelaide’s Flight Supervisor, who has been praised for her exceptional dedication in resolving a challenging security-related customer situation.  

Kimberley, pictured bottom left, says: “I am very grateful and feel privileged to be nominated by my colleagues. The programme allows us to share our appreciation for colleagues and enables peer-to-peer recognition. I am happy to have done my little bit to help the airline do better, and feel that I have made a difference to the team.” 

Kimberley’s direct report, Airport Services Manager Sandeep Pillay, is happy to see Kimberley’s achievement. He says of Kim: “Recently a customer was not so co-operative with answering security questions at check-in. Kim patiently and professionally explained the regulations and options, after which the customer worked with us and expressed his gratitude for our service.”

General Manager Airports Vivian Lo praises Southwest Pacific’s team for their excellent initiative. She says: “I’m delighted to see our Southwest Pacific ports actively engage with our frontline teams who go the extra mile for our customers.”

Project recognises Southwest Pacific service stars

Outport news

1 DUBAIHelping young people with disabilities The Dubai team partnered with the Al Noor Training Centre for Persons with Disabilities, a non-profit organisation that provides training to young people with special needs.

The Dubai team had a heart-warming experience interacting with a few young people who were trained by the centre and are now employed on site as fashion designers, bakers, shop assistants and so on.

“This was a great opportunity to learn about the work Al Noor does. We are keen to strengthen our relationship with Al Noor and support their future initiatives at the centre,” Country Manager UAE & Oman Ashish Kapur says.

2 WUHAN Cathay Pacific and Air China exchangeOn 10 November, the Wuhan team partnered with the local Air China office to host a special event to introduce each airline’s routes and products. Cathay’s presentations included the award-winning The Pier First Class Lounge and our new A350s. Participants from both airlines said they would keep in touch for more exchanges in the future in order to form a closer allegiance in Wuhan.

3 BANGLADESH Top agent familiarisation trip Top Bangladeshi agents were treated to a familiarisation trip to Hong Kong and Macau. They tried out our Business Class products and services on the Dhaka-Hong Kong sector. The agents experienced first-hand the business and leisure attractions in Hong Kong and Macau.

4 INDIANavratri and Diwali celebrations October saw two of the biggest Indian festivals of the year – Navratri and Diwali. The entire India team dressed in nine hues, representing each day of Navratri. Everyone put on their best traditional attire to take part in the Navratri Garba dance.

To keep this festive spirit ongoing, the team also celebrated Diwali traditions. Everyone decked their office desks with beautiful decorations and prepared striking Rangolis.

Station updates1

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• Adelaide, Auckland, Brisbane, Cairns, Melbourne, Sydney and Perth, embark on a new regional campaign of recognition and celebration

• All frontline people are invited to nominate colleagues who demon-strate operational and service excellence

CX WORLD

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Have you nominated recently? It only takes two minutes www.cathaypacific.com/workwelldone

Living and breathing Work Well Done

Delivering above expectations Making the best out of a situation

General Manager Revenue Management Patricia Hwang wrote on the Recognition Wall: Frank Wong exemplifies the very spirit that the Niki Award celebrates.

Frank approaches his tasks diligently and relentlessly, yet never expects anything back for his good hard work.

Chief Pilot Boeing Gus Larard wrote on the Recognition Wall: Nelson and Andy were Second and First Officers onboard CX250 which was diverted to Novosibirsk (OVB) on 23 November. While waiting for the rescue 777 to arrive from Hong Kong. Rather than go with the remaining crew and passengers to

Airline Partnerships & Tariffs Manager Frank Wong

Flight Crew Nelson Lui and Andy Spiret (LHR)

Two of our great Work Well Done stories from around the network... visit our Recognition Wall for more

Most of what Revenue Planning does is behind the scenes, but has an important impact on the company’s commercial performance. In a time when the company faces strong competition and external challenges, Frank works tirelessly to keep outports and commercial teams informed of the network’s revenue performance and important trends.

When tasked with ad hoc studies with very tight timelines, he has always delivered reliable insights and recommendations.

Through his resourcefulness, Frank has established himself as a trusted leader and teammate amongst those who work alongside him or within his team. Thank you, Frank, for your Work Well Done!

a hotel to await the rescue flight, Andy and Nelson stayed onboard for some 20 hours to keep all aircraft systems functioning; for example, running the engines and cycling the flight controls.

During the intervening period, with temperatures down to -17oC, there was a real risk of aircraft components freezing and or breaking on actuation. This would have resulted in a major expense in positioning parts and skilled mechanics, and caused loss of revenue for the weeks the aircraft could have been out of service.

Considering Nelson and Andy had just operated the flight from London to OVB, this proved to be a very long “working day” indeed.

Editor: Full story of the OVB diversion in the next CX World.

Submit your most memorable Cathay Pacific or Cathay Dragon moments in 2016 for a chance to win one of these fabulous prizes! Do you have a story that defines your Cathay experience in 2016?

Was it a tough challenge, a very special trip, a team outing, or a particularly memorable episode? Visit CX World’s Yammer group to find out how you can enter our giveaway competition!

Air ticket to London Heathrow and London lounge invitation A chance to see London and experience our newly expanded and renovated London Heathrow lounge.

First Class wines and First Class amenity kits This First Class Chianti offers everything that an Italian red wine lover will enjoy. Each bottle is paired with our First Class amenity kit.

Lion Rock Café buffet for two Enjoy a buffet dinner featuring both Asian and Western dishes for two at the Lion Rock Café at the Headland Hotel.

Deli Delight gift box Available in 2017 exclusively from Deli-Delight.com, the Vigne Vecchie gift box features authentic Italian delicacies made according to ancient Italian traditions.

30,000 Asia MilesClaim a redemption ticket, reserve a free ticket upgrade, redeem a concert ticket, or exchange for a great dinner or lifestyle gifts with 30,000 Asia Miles!

Nic’s cha chaan teeng cookies Sample Nicholas Tse’s Hong Kong-flavoured cookies available exclusively on Cathay Dragon flights!

747-400 Remove Before Flight key chain These highly sought-after and sold-out limited edition Remove Before Flight keychains were made to commemorate Cathay Pacific’s Boeing 747-400 final flight.

Brunch for two at Le Bistro Winebeast Winebeast is a fine wine shop which carries an extensive range of French fine wine,\ and champagnes, plus great food!

Christmas giveaway bonanza

One minute with... Jerico Abila, Flight Attendant

The high fliers among usHow long have you been with Cathay?I joined Cathay in July 2013 as Cabin Crew Communications Editor.

What made you want to become a cabin crew?In the Cabin Crew Relations & Communications (CCRC) team I got the chance to meet and work with many cabin crew who shared with me their inflight experiences and outport adventures. Some of these were published in the Stories Straight from the Heart book which ISD launched in July this year. Many of those stories have inspired me to take a turn in my career.

Did it cross your mind you would become a cabin crew one day? It never really crossed my mind until I joined Cathay. During my job interview, I was asked the same question. I didn’t think my “yes” would turn into reality a year later when I took both safety and service training as part of the ISD Management Flying Programme.

Did you have to undergo the full cabin crew training?Yes. I joined Induction 7 class. We started in September and completed our safety and service training in mid-October.

How do you find your flying duty?So far all my flights have been really good – the team – work inflight is evident and the crew I’ve flown with have all been very supportive. I see the value of good communication and to stay positive at all times. It’s always a wonderful feeling when you see your passengers say thank you at the end of a flight.

Where have you been flying to so far?As a working crew I have only been to a few ports and so far I quite like Cairns for its seascapes. Some of the ports on my wishlist include Gatwick, Madrid, Vancouver, New York and San Francisco so I can visit family and friends.

What are your interests?I love travelling! When I still had my office job, I would fly to any regional port on a Friday and spend my weekend there exploring the city. I even went as far as Sydney occasionally!

What’s your most favourite destination?I’m a Piscean and a beach lover so for leisure the Maldives is bliss! I first visited in 2011 and instantly fell in love with the place.

How do you normally spend your ground days and outport layovers?I am adventurous and somewhat sporty. I like hiking, running and swimming. In my luggage I always have a pair of sneakers, swimwear and goggles.

WHO WHAT WHERE

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Crea

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Com

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Captain Peter LeesAirbus fleetIn terms of flying, you

need to be alert whether it’s a fighter or an airliner. Sometimes I think we do ourselves down by thinking it’s all about pressing a few buttons and she’ll be right, when in fact nothing could be further from the truth.”

Where did it all begin for you?My dad was a pilot for the RAF in the 1950s so I grew up with aviation in the blood. I always wanted to join the RAF so everything I did at school was focused on that. I did my officer training in 1981 and pilot training the next year. I flew Red Arrows displays in 1994, 95 and 96.

What was the earliest Red Arrows memory for you?During the Red Arrows selection period, the candidates got to sit in the backseat of the Hawks. That was quite an eye-opener even though I’d been flying the Harrier. I remember going down in the jet and I was thinking: “This is unbelievable. How did they do this?

Can you tell us something interesting about the Red Arrows?During the selection week, I wasn’t really being tested on whether I could fly an airplane on crash formation. They were looking for team players and not somebody who’s got an ego. Being committed to the team game, you have trust.

What do you fly now? I’ve only ever flown cargo for Cathay. One day I might be transporting computers and the next day cows, or a 100ft steel pipe.

Tell us about your Royal Air Force (RAF) journey? The school I went to had a combined cadet force, so I joined the RAF division and was an awarded a scholarship by the RAF. From joining in 1974, directly after my A Levels, to signing up with a squadron took four years – then it was officer training and then flying training. I went from flying the Jet Provosts, Gnat, Hunter and then the Harrier.

What do you like about being on the freighters?We can get through security and immigration quicker! In terms of the lifestyle you could argue that the type of flying we do is more varied then the passenger flying. Because one day it might be a two-hour flight to Shanghai and the next day can be an 11-hour flight to London and the airplane might be almost empty or it might be almost fully loaded. So I think there’s a little more variety in the actual flying side.

Did you have any close calls? I displayed in the Red Arrows in the 1984, 85 and 86 seasons, and in my first year I ejected from a Hawk after an engine failure at a display!

What are the differences between military and civil aviation?The work rate is different for military and civil flying, but nevertheless a pilot has to be alert – we need to be alert at night when we should be asleep. So maintaining that alertness against your body clock has its own challenge.

On a clear day, it can be more straightforward, but on a horrible day and you’re fighting your way in weather and trying to tick the comfort and safety boxes it can be very challenging.

What transferable skills did you get from the RAF? It hasn’t made me a better pilot necessarily, but the leadership training I received as an 18-year-old has made me a better manager of a team, and I still try to bring some of those lessons into everyday life.

You’ve commanded a few aircraft. Which is your favourite? I should say the A350, but I’m going to have to say the TriStar. The TriStar had a magnificent flight deck, and it was very high-tech for its time, and built like the proverbial brick outhouse. I really liked the three crew concept, and it was also the aircraft I got my command on!

Captain Mark ZankerBoeing fleet

It is important to have an open and honest reporting culture. The idea is you are out of position to figure out the whys together. So the next time we fly we get it right and that’s how committed we are to make sure everything’s perfect.”

Two of our aviators who flew with the world-famous Red Arrows formation team tell CX World about the parallels between civil and military aviation

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CX WORLD

CATHAY CLUBContest hits the right note

Growing team grows!

Meet the winner – Zero Chow

The urban farm set up on the rooftop of Cathay City has been thriving since its launch earlier in 2016, thanks to the great efforts of our industrious farmers.

Forty avid farmers have been giving up their lunchtimes or coming into the office early in the morning on a daily basis to carry out activities ranging from soil cultivation and irrigation to weeding, pest control and leaf removal.

The farmers are currently busy growing their winter crop, including strawberries, cherry tomatoes, kale, broccoli and cauliflower.

In light of the great demand from our people, the farm has recently been expanded to accommodate 10 additional farmers.

“Our farming activities have been oversubscribed every season, so it’s great that more colleagues can now participate,” says Prian Chan, Farmers Club organiser.

Follow the Farmers Club group on Yammer to keep track of activities on the rooftop farm.

Zero has been singing since a young age and was actively involved in various singing contests throughout her high school days. She has also been also been a regular at the Cathay Singing Contest since she joined the airline three years ago.

“I feel honoured and lucky, as this year’s contestants were all extremely good singers,” she says humbly. “Before the contest, I tried to practice from home using a Bluetooth mic set – a very popular gadget for locals.”

Zero won a pair of Business Class return tickets to any destinations in our network. The song she picked for the contest was a Canto ballad, Who Will Love Me by Joey Yung.

Zero explains that when she was younger she used to pick songs with a high difficulty to test her ability, “but nowadays I always choose songs that I am familiar with to avoid mistakes.”

To be a good performer, Zero reveals that the number one rule is to cope with stage fright.

“There is no secret – you just have to keep trying until you feel confident on stage.”

Zero also praised the quality of the audio-visual equipment in the newly revamped Auditorium. “The facilities, like the LED wall screen, are excellent and very professional,” Zero says.

Cathay Runners Club As 2016 draws to a close, the Cathay Runners triumphed once again at the HSBC Invitation Run.

The annual run was held on 3 December around the loop of Victoria Peak. The men’s race was 7km while the ladies, was 3.5km.

The Cathay ladies running team defended their championship title for the third consecutive year; Jasmine Chung (ISD), Candy Lai (IAU) and Sabrina See (ISD) were the fourth, fifth and sixth runners to cross the finishing line.

David Li (ENG), Leslie Yeung (IT), Ryan Li (IT), Isaac Cheng (ISD) and Jones Chung (HKIA) helped the men’s team to maintain the same rank of first runners up as last year.

On 11 December, 17 runners from the Cathay running team joined the Coca Cola Fun Run to enjoy the scenic route along the Shing Mun river. Apart from just running the 10km course, Swire Beverage also set up some games booths to add more fun to the event.

The annual event held on 3 December was seen by many as a warmup for the upcoming Inter-Hong Distance Running Race two weeks later.

Annual friendly footy A team of 12 from the Cathay Football Club set off on a weekend trip to Xiamen in early December to participate in the annual Swire Football Tournament. The Cathay team emerged as the champion after a day of battle against four other Swire teams.

Competing for the trophy this year were two Hong Kong teams from Cathay Pacific and HAECO, a Xiamen HAECO team and a Shandong HAECO team.

“We beat the Xiamen HAECO team in a penalty shoot-out after a 1-1 draw in the morning,” says George Chan, organiser of the Cathay Football Club. “And in the final against HAECO Hong Kong, we won by a narrow margin of 1–0.”

The 21st Cathay Singing Contest took place at the Cathay City Auditorium on 9 December. It was a full house event with an evening of entertaining performances by 16 contestants from Cathay Pacific, Cathay Dragon and subsidiaries of the airline Group.

The audience were deeply impressed by the fantastic performance from guest singer Flight Purser Mariam Razvi, who was the winner of the 2015 contest as well as the 2016 Inter-Hong Singing Contest.

Zero Chow (below) from HKIA was crowned the Singing Queen of this year’s Contest. Asia Miles’ Teddy Poon and Cathay Pacific ISD’s Hilary Choi took the second and third place respectively. Winki Chu and Yan Ng – both from Cathay ISD – shared the Best Vocal Performance trophy. Fiona Chong (Cathay Dragon ISD) won the Best Stage Performance, while her fellow crew Tammy Fung was recognised as the Best Potential Performer.

Director People and Chairman of Cathay Club Tom Owen and General Manager Inflight Services Ed Higgs were on hand to present trophies and prizes.

OUTPORTS

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Connecting humans with machines Aircraft Engineer Akihito Hida’s camera lens captures the softer side of our powerful planes

• Akihito-san captured some emotive images from our 747’s final revenue departure from Tokyo Haneda; his images were used in CX World’s special 747 issue

• Keen amateur photographer stops at nothing to get shots that make our aircraft look grand and majestic

Brushwingers...

I’m not exactly a Brushwinger since I have been with Cathay for eight years as a flight dispatcher. But I’ve recently graduated from Flight Training

Adelaide and I began flying as a Second Officer for Cathay in early December.

Flying has always been my lifelong dream, and last year, I was accepted onto the Cadet Pilot Programme. Currently I am still undergoing the rigorous training to become a Second Officer on the 777 fleet.

I love travelling, so switching from a ground position to a flying position allows me to achieve just that.

I’m originally from Toulouse in France and that’s where I began my career in aviation. My current role in Cathay is to ensure our airlines

get value for money when acquiring and maintaining our aircraft engines.

I am working closely with Engineering to understand their needs so that when I negotiate with our suppliers, I can ensure that their needs are fulfilled in the most cost-effective manner.

I’m a passionate rugby player and I’ve been coaching a senior rugby team in Hong Kong for the past five years. I’m also starting my very own rugby team with my twin boys!

My role in the digital marketing team is to manage the online channels and digital assets of Cathay Pacific’s US website, and analyse campaign

performance results.Based on the action plan, the ultimate goal is to drive

acquisition and create brand awareness through our online campaigns, and convey our brand message to our customers.

I enjoy travel and hiking. Travelling always opens my eyes and gives me perspectives on how I’ve been looking at the world. Spending time outdoors also gives me a sense of peace and contentment.

Say hello to some of our new people at Cathay!

Wilson Mak Second Officer

Thomas PratxPowerplant Procurement Manager, APD

Tiffany Kao Senior Digital Marketing Analyst, SFO

They say a lens is the extension of one’s eyes. Through an image, the viewer can get a sense of the photographer’s world view. And if you’ve seen Akihito Hida’s cover image of our ground staff waving goodbye to our Jumbo in the October CX World, you can feel Akihito Hida’s deep connection with Cathay’s aircraft.

The Haneda Aircraft Engineer’s career has been intertwined with the Boeing 747-400. Akihito’s first licence was obtained on the 744; he was in charge of B-HOY’s first departure from Haneda in 2010; and his team also dispatched the last 744 revenue flight from Tokyo.

“It was also the 747 that steered me into aviation,” says Akihito. “As a child, I had always been more interested in trains than planes. But a trip in my high school days changed all that.”

Flying into Sapporo in 1992, Akihito saw two 747s parked on the ramp. He says: “Those were shiny new planes operated by the Japan Air Self Defense Force. I thought: ‘Wow, how cool is that?’ My father noticed my increasing interest in aeroplanes and suggested that I became an aircraft mechanic. I studied aeronautical engineering at university and I never looked back!”

Akihito-san’s photos tell a strong story of our planes. From magnifying the grandeur of our Queen of the Skies to connecting humans with machines, Akihito san’s photos invite the viewer to feel his passion for aeroplanes.

“My favourite Cathay aircraft photo is one of our Jumbos shot against the backdrop of Mount Fuji,” says Akihito. “I was inspired by a professional photograph and I wanted to emulate that composition. I knew the only way to get that image was to shoot it from Tokyo Bay. So I took a boat out, another one, and another one… and it took me 10 trips to come up with just the one shot that I liked!”

Akihito is also growing fonder of our newest bird: “Apart from the Queen of the Skies, I’m also interested in the A350. I’ve taken a few shots of them but I hope to take more!”

Clockwise from top left: Akihito Hida on the ramp at Tokyo Haneda airport; Akihito-san captures two Airbuses and a Boeing aircraft from the Cathay fleet in Hong Kong; the Queen of the Skies against the backdrop of Mount Fuji. Akihito took 10 cruises out into Tokyo Bay to get just the one shot that he liked; the A350 winglet; and the faithful flight during Akihito-san’s high school days turned him from a train enthusiast into an aicraft buff, eventually leading him into a career in aviation.

CX WORLD

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Memory board

1. HELPING EACH OTHER OUT: One of Emirates’ flights from Beirut was diverted to Bahrain due to dense fog in Dubai airport. A replacement set of Emirates crew was sent on CX745 from Dubai to Bahrain, and both CX and EK crews enjoyed their time together. 2. GOURMET FROM AROUND THE WORLD: More than 150 cabin crew signed up as chefs and helpers to showcase their culinary skills in the annual International Food Fair at Cathay City. The event raised more than HK$140,000 for the Sunnyside Club. 3. ALMOST FAMOUS: Celebrity Kate Hudson posed with our people as she departed Singapore on CX736 on 17 November. 4. FAREWELL, WE’LL MISS YOU: More than 30 of our people in Hong Kong sent B-HUJ on its way to Bruntingthorpe. 5. ORIGINAL BETSY CREW: 84-year-old Jennie Tung Wirth visited Cathay City and had a chat with our directors, recounting her days as a Flight Attendant on our Betsy and Niki DC3 aircraft. 6. FITNESS FIRST: London-based cabin crew took part in The Spartan Race, an obstacle race which recently debuted in Hong Kong. Katharine Sin, one of the participants, commented on the physically demanding nature of the race: “We went back to the hotel and scrubbed ourselves in the bathtub for an hour! So glad we didn’t have to operate after the event!”

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Hiking for Oxfam Cathay Pacific people joined five Asia Miles teams and took on a massive hike to raise funds for the underprivileged in the annual Oxfam Trailwalker event.

Sponsored by Asia Miles for the 13th consecutive year, with a one million Asia Miles incentive, more than 5,000 hikers from around Hong Kong trekked 100km from Sai Kung to Yuen Long in a 48-hour period on 18-20 November.

It was the first time for Daniel Mackie and Kirill Pavlov from the Asia Miles Analytics Team and their friends to participate. Daniel said: “The hike was very hard, maybe the toughest thing I have ever done. I hope my steps and fundraising can help to bring better lives to the underprivileged that Oxfam Trailwalker supports.”

From the Cathay Pacific side, Engineering’s Stephen Teague, and IT’s Ryan Li and Nick Lacqua also joined the Asia Miles team on the hike.

Along with 40 other prominent business leaders, Asia Miles CFO Edwin Morris (front row, fifth from right) participated in the Leaders Against Poverty Walk on 14 November.

As a new charity initiative, Asia Miles and Oxfam Hong Kong offered Asia Miles members a chance to support the event by redeeming miles.

TRAVEL

Got travel wisdom to share? Write to PDTSYS

with some samples of your work. Your words and photography may be featured in Cathay

Pacific’s inflight magazine, Discovery!

Contribute toDiscovery!

Toronto-based Inflight Service Manager Lynn Chen made a pilgrimage to Jerusalem. And here are her recommendations.

Holy pilgrimage… and a lot more Top tips for Tel Aviv

People Colloquially known as Prickly Pears for good reason – spikey on the outside and soft on the inside. As migrants from all over the world continue to settle in Israel, there’s a real richness of diversity which ties into a single Jewish culture. The population is very young, so there’s a lot of energy and vibrancy. They’re pragmatic, to-the-point and very hospitable. Just spend time getting to know them.

Restaurants in Tel Aviv The bar and food scene in Tel Aviv is up there with the best. Check out Tailor Made (Allenby St 99, Tel Aviv-Yafo, Israel), Orna & Ella and Goocha.

Top snacks in Tel Aviv • Pita with zaatar (a mix of Middle Eastern

spices)• Sambusak – pastry stuffed with feta

and spinach• Bumba – a peanut butter crisp. Sort of

like Rashuns (New Zealanders will know)

Best souvenir That’s a tough one, I’m not really into souvenirs. But perhaps a copy of Haaretz, one of the daily papers. A lot of significant things happen in the region, nearly every day.

And finally …As amazing as it is, get out of the bubble that is Tel Aviv to explore the country and see the real Israel. You can get pretty much anywhere within a few hours.

The Separation Wall is very sad to see, and it’s filled with graffiti. The most famous ones come from Banksy. His political views are clearly evident from images such as a peace dove wearing a bullet-proof vest surrounded by actual bullet holes, and a young girl offering a flower to a soldier.

Cathay Pacific will launch a four-times-weekly service to Tel Aviv from March 2017.

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Stay near Jaffa Gate in old Jerusalem and you’re a convenient two-minute walk away from the Mahane Yehuda Market – with floral teas in sacks, interesting spices, olives, sweets and seasonal fruits.

Take the complimentary Sandman Old Jerusalem Tour, which will give you good bearings of the four quarters in Jerusalem. The tour guide will give you insights on spots not described in guidebooks. Sign up: neweuropetours.eu/Jerusalem.

All public transportation shuts down during Shabbat, just before sundown on Friday to sundown on Saturday. To pass the time, try an authentic Shabbat dinner.

If you’re not claustrophobic, Hezekiah’s water tunnel in the City of David is a great place to be on a hot summer day. Wear a pair of sandals and bring a torch with you as you wade through cool spring water that can come up to your ankles – or even the knees in certain places. The water inside the 533m long and 0.6m wide tunnel is said to hold special healing powers, especially if you bathe in the Siloam pool at the end.

Get to know the Jewish tradition in a private setting by taking the Shabbat of a Lifetime programme, which offers an opportunity for travellers of all backgrounds to experience Shabbat in the home of a host family.

Temple Mount is considered the holiest site in Judaism. The same site is also considered the third most holiest by Muslims, and is known as a revered site to the Christians. The ownership of this temple has been contested for 2,000 years. Non-Muslims can only visit during specific hours and can only enter via the Western Wall entrance.

Take a look at the Wailing Wall, which is where pilgrims go to celebrate life whether or not they are religious. Feel the infectiously moving atmosphere with people around praying emotively.

The birthplace of Jesus is only 10km from Jerusalem. However, the checkpoints in between the two cities makes the journey other worldly. Tourists with valid passports are able to enter Bethlehem easily – certainly not the case for Palestinians and Israelis.

Quick trip to Bethlehem

Lynn Chen, Inflight Service Manager, Toronto base

Being a Christian myself, it touched my heart while walking on the streets in old Jerusalem. I was able to picture people during Biblical times, thousands of years ago. Today people continue living in the same city, whether they are Christians, Jews or Muslims. I pray that their future is one without walls and wars. May peace prevail.

By Anthony FlynnCommunications Manager, FOP(who studied in Tel Aviv)