Cathay Pacific 2011 Annual Report Download - page 10

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Cathay Pacific was the first Asian airline to introduce
an on-line ticket change function. The service was
made available on North American routes in 2010 and
on most other major routes in 2011.
A mobile boarding pass service, which is available to
passengers who check in on-line, was introduced in
Auckland in December 2011. The service was
extended to Hong Kong in January 2012 and is being
extended to other ports.
In July 2011, Cathay Pacific introduced a marketing
automation system which enables it to market
products and services to customers based on their
relationship with the airline and their travel habits.
In May 2011, we introduced a new booking system for
our subsidiary, Cathay Holidays Limited.
Cathay Pacific continued to increase its presence in
social media. New Facebook pages were opened in a
number of countries. The main Cathay Pacific
Facebook page has more than 130,000 fans. New
Facebook pages were opened in a number of countries
with their own pages and we have over 258,000 fans
globally.
We continue to extend and improve our applications
for mobile devices. In May 2011, together with the
Hong Kong Tourism Board, we introduced an app
which gives iPad, iPhone and Android users a virtual
tour of major Hong Kong attractions. We have had over
60,000 downloads.
Cathay Pacific was the first airline to design a
customised airline application for the BlackBerry
PlayBook device, which went on sale in Hong Kong in
July 2011.
In 2011, Cathay Pacific became one of the first airlines
to introduce a Google + brand page, gaining over 600
members since its recent launch in November 2011.
Partnerships
In March 2011, our codeshare arrangements with
oneworld partner Japan Airlines were expanded so as
to include Akita. The arrangements were further
expanded in November so as to include eight additional
destinations in Japan, Izumo, Miyazaki, Misawa,
Matsuyama, Nagasaki, Oita, Tokushima and Ube.
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2011 in Review
Our codeshare arrangements with WestJet were
expanded in March 2011 so as to include Kelowna in
British Columbia, Canada.
In June 2011, we expanded our codeshare
arrangements with Alaska Airlines so as to include
Mexico City and Guadalajara (in each case via Los
Angeles).
In June 2011, we announced an expansion of our
codeshare arrangements with oneworld partner
American Airlines. Cathay Pacific has put its code on
11 American Airlines routes in the United States. The
destinations are Atlanta, Charlotte, Cleveland,
Columbus, Detroit, Kansas City, Minneapolis-St Paul,
Philadelphia, Pittsburgh, Phoenix and Salt Lake City.
American Airlines put its code on our new Chicago
route and on our route to Ho Chi Minh City. We
terminated six existing codeshare arrangements with
American Airlines, the destinations being Austin,
Chicago, Fort Lauderdale, Newark, San Jose and San
Juan.
In June 2011, it was announced that Malaysia Airlines
will join the oneworld alliance. This is expected to
happen in 2012. Air Berlin will also become a full
member of the alliance in March 2012. Kingfisher
Airlines’ joining of the alliance has been postponed.
Malév, an existing member of oneworld, announced it
was suspending operations until further notice.
In December 2011, we expanded our codeshare
arrangements with oneworld partner American
Airlines so as to include Sao Paulo and Rio de Janeiro
in Brazil.
Environment
In July 2011, we published our second Sustainable
Development Report for 2010. The title, “Our Shared
Journey”, underlines our commitment to engage with
our stakeholders. We again achieved the Global
Reporting Initiative (GRI) A+ rating, the highest level
possible under GRI guidelines. These guidelines are an
internationally accepted benchmark for reporting on
sustainability.
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