Move Beyond: Cathay Pacific’s new brand concept – vision and culture

Reference

Move Beyond: Cathay Pacific’s new brand concept | Cathay

Move Beyond – Fact Sheet – Cathay Pacific

Cathay Pacific | What we stand for

2023_cx_annual_report_en.pdf (cathaypacific.com)

WHAT DO WE MEAN BY ‘MOVE BEYOND’?

Our ambition is to become one of the world’s greatest service brands in the way that we treat every journey as our customers’ most important journey, setting them up to make the most of everything that lies ahead.

We do more than just move people from A to B. We move them emotionally through our thoughtful service. We move them with meaningful experiences that we enable. Ultimately, we help them move forward in life.

Move Beyond represents our ambition to exceed expectations.

PURPOSE – WHY WE EXIST
TO MOVE PEOPLE FORWARD IN LIFE
(To move people forward in life through our ability to connect them to meaningful people, places and experiences.)

VISION – WHAT WE WILL BECOME
ONE OF THE WORLD’S GREATEST SERVICE BRANDS

CULTURE – HOW WE WORK TOGETHER

1. THOUGHTFUL
   We put customers at the centre of everything we do
   We believe that happy employees lead to happy customers
   We act lawfully, ethically and responsibly
2. PROGRESSIVE
   We are forward-thinking, encouraging experimentation and learning
   We value diversity of opinion and a constructive exchange of views
   We are agile and ready to adapt to achieve our goals
3. CAN-DO
   We overcome challenges together with positivity and determination
   We trust and empower our people
   We relentlessly create value and improve efficiency

STRATEGY – HOW WE ACHIEVE THE VISION

1. OUR UNIQUE POSITION
   Deep roots in Hong Kong
   Proudly part of China
   Connecting the world
2. OUR LINES OF BUSINESS
   World’s best premium airline
   World’s best travel lifestyle business
   Asia’s best low cost carrier
   World’s best air cargo carrier
3. OUR AREAS OF LEADERSHIP
   Safety & operational excellence
   Digital
   Sustainability