Cathay Pacific again named Asia’s Best Inflight Retailer
Cathay Pacific Airways today announced that it has once again been named “Best Inflight Retailer in Asia/Pacific” in an industry-wide poll. The airline has in recent years totally transformed its inflight shopping experience for travellers by offering a greater selection of goods – many of which are sold exclusively on Cathay Pacific flights – and by last month launching a new fashion and lifestyle oriented product catalogue.
The award was made in the annual Raven Fox Awards for Travel Retail Excellence in Asia/Pacific. Cathay Pacific won the same award in 2003, 2001 and 1998. Raven Fox is the world’s biggest travel-retail publisher specialising in market intelligence and industry research. Its annual poll reflects the views of some of the most active industry players.
Shopping has become as much a part of the inflight entertainment experience as movies, music and food. Over the years, Cathay Pacific has enhanced its passengers’ shopping experience and expanded the range of products it offers. The airline expects total 2005 inflight sales to increase by a quarter over 2004.
The airline took inflight shopping to a new high with its launch of “Discover The Shop” magazine goes beyond the traditional boundaries of a simple catalogue to include the kind of short features and an exclusive fashion shoot usually seen between the pages of glossy fashion and lifestyle magazines.
The magazine offers 184 items for purchase – a 22 percent increase from a year ago – ranging from the traditional cosmetics and liquors to exclusive jewellery items. Skincare, perfume, cosmetics, jewellery and watches currently account for almost two-thirds of the airline's inflight sales, and most active sales are on routes to and from Japan, Korea and Taiwan.
Cathay Pacific Director Service Delivery Quince Chong said: “We are always looking for new ways to improve the quality of service that we provide our customers – both on the ground and in the air. Cathay Pacific being named the region’s best inflight retailer for the fourth time reflects not just the quality but consistency of our service as well.”
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| Cathay Pacific Director Service Delivery Quince Chong together with the cabin crew in the new Discover the Shop magazine launch event in last month | Over the years, Cathay Pacific has enhanced its passengers' shopping experience and expanded the range of products it offers. Shopping has become as much a part of the inflight entertainment experience as movies, music and food. |
