Cathay Pacific’s vision is simple – to be the world’s best airline.
Being the best means we strive to excel in everything we do. This includes putting the safety and well-being of our people and customers first, contributing to the communities we fly to and continually improving our environmental performance.
Our commitment to excellence and our sense of responsibility is driven by the motto of the Swire Group, our principal shareholder: “Esse Quam Videri”, meaning “to be, rather than to seem to be”.
As an airline, we face many challenges.
We operate in a region that will see the biggest growth in our industry – which is great for our business, but also brings about increased impacts on the environment and communities. According to Boeing, it is anticipated that airline traffic (measured by revenue passenger kilometer - RPK) will increase by more than 5% from 2011 to 2030. In Asia Pacific alone, the long-range forecast for 2011 anticipates delivery of 11,450 new airplanes over the next 20 years, valued at more than $1.5 trillion.
Aviation is being increasingly brought under international limelight due to the industry’s reliance on fossil fuels, increasing regulations, external interest, consumer and investor needs and other risks and liabilities associated with our operations. Our people and customers expect us to be the best in everything we do; they increasingly look at how we operate as a business. And so do we.
To truly deliver on these expectations, we have developed a strategy with a view to embed best-in-class social and environmental practices across all our business operations.
Our strategy covers five “priority areas” with safety and sound corporate governance as overarching core principles:
These five focus areas were identified through a rigorous internal strategy review process in 2009 and 2010 and were informed by various consultations with our stakeholder groups.