Why are we doing this, and why now?

Our purpose is to move people forward in life by connecting them to meaningful people, places and experiences. And we have an ambition to be one of the world’s greatest service brands.

As such, in order to be of better service to our customers, we need to meet their expectations for seamless brand experiences wherever they are in the world and whatever channel they are on.

We’ve been providing a great array of products and services to our customers for many years but under separate brands – Cathay Pacific and Asia Miles. By reorganizing and offering these complimentary experiences under a clearer brand structure, we see a great opportunity to strengthen our customer relationships and provide value on an everyday basis.