Cathay Pacific 2011 Annual Report Download - page 8

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The second phase of Cathay Pacific’s “People and
Service” advertising campaign was launched in
October 2011. It features Cathay Pacific staff and
appears on television, in print and on-line.
We continue to improve our catering, including many
special food promotions. In 2011 Cathay Pacific
provided dishes created by eight restaurants in the
Miramar group and four restaurants in the Swire Hotels
group. Dragonair provided dishes created by Michelin-
starred The Square and JW’s California.
In the 2011 Skytrax awards, Cathay Pacific won the
Best Airline Transpacific and Best First Class Seat
awards, and Dragonair won the World’s Best Regional
Airline and Best Regional Airline Asia awards.
Cathay Pacific won a number of other awards in 2011.
These were Gold and Silver awards from the Hong
Kong Association for Customer Excellence; the top
Team Award at the 2010/11 Customer Service
Excellence Programme organised by the Airport
Authority of Hong Kong; a Sing Tao Excellent Services
Brand Award; an Eastweek Hong Kong Service Award
and Best Asian Airline Serving China and Best Airline
First Class in the Business Traveller China Awards.
In 2011, Cathay Pacific and Dragonair were again
awarded the Caring Company Logo by the Hong Kong
Council of Social Service in recognition of their good
corporate citizenship.
Dragonair won a number of other awards in 2011.
These were an Air Cargo Award of Excellence in the
seventh annual Air Cargo Excellence survey, Best
Regional Airline in the TTG Travel Awards and
recognition as an Asian Excellence Brand by readers of
Yazhou Zhoukan.
Hub development
Cathay Pacific is committed to developing Hong Kong
as one of the world’s premier international aviation
hubs. In 2011 we continued to improve the networks
of Cathay Pacific and Dragonair, adding new routes
and, where appropriate, strengthening existing
services in order to provide more choice for
passengers and for cargo customers.
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2011 in Review
We launched two new Cathay Pacific passenger routes
in 2011. In June, we extended our coverage in the
Middle East with a new four-times-weekly service to
Abu Dhabi, the capital of the United Arab Emirates. In
September, we launched a daily service to Chicago.
Cathay Pacific’s Milan service increased from four
flights per week to daily in July 2011 in response to
strong demand.
We reinstated seven more flights per week to Taipei,
bringing the total back to the pre-financial crisis level of
108 flights per week in each direction.
Cathay Pacific added three more flights per week to
New York in March 2011 and further increased flights in
May, so that there is now a four-times-daily service on
this route. Three of the four daily flights operate non-
stop. Two more flights per week were added to the
Toronto route in May, so that we are again operating a
twice-daily service on this route.
We added three more flights per week to Jakarta in
August 2011, so that there is now a three-times-daily
service on this route. In March, one more flight per
week was added to the Surabaya route so that there is
now a daily service on this route. Three flights to
Penang each week that previously went via Kuala
Lumpur now go direct, providing a daily non-stop
service to Penang. Singapore became an eight-times-
daily service from July 2011.
In November 2011, we converted three of the seven
flights per week to Adelaide into non-stop flights. The
other four flights continue to operate via Melbourne.
We reduced the number of Cathay Pacific and Dragonair
flights to Japan in response to the reduction in demand
following the earthquake and tsunami in March 2011.
We started to restore flights during the summer as
demand increased. By October we had reverted to a full
schedule on all passenger routes to Japan.
We cancelled one of our daily services to Bangkok in
November 2011 following the reduction in demand
resulting from the serious flooding in Thailand. In
December we restored the full schedule.
Dragonair increased capacity on its Mainland China and
Taiwan routes from March 2011 onwards. 10 flights per
week were added on the Kaohsiung route, taking the
total to 42 per week. One daily flight was added on the
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