CX Intv

Move Beyond represents CX ambition to exceed expectations.

“Move Beyond is our call to action,” said Rupert. “For us,

it is to have an ambitious leadership mindset. We choose to lead and blaze a trail of

progress. It represents our continued commitment to delivering personal service that
moves people emotionally. To never stand still.”

The airline’s brand reflects its determination to challenge what is considered

‘standard’ or ‘expected’; to move beyond and be the very best it can be. Living up to
this aspiration will enable Cathay Pacific to reach levels of service and customer
experience that place it amongst the world’s greatest service brands.

Cathay Pacific is moving beyond for our customers by bringing personal recognition and a
sense of care and reliability to the whole travel experience.

Move Beyond is an opportunity to look back with pride at the past and channel the
assurance and panache shown by Farrell and de Kantzow back in 1946.

‘By looking back at history, we wanted something that brought some of the swagger
and confidence of the brand that might have slipped over the past decade or so,’
explains Cathay Pacific’s Head of Brand Ruaraidh Smeaton.

‘We wanted a brand purpose that would put us back on the front foot – we are a
great airline, but how do we get even better than that? With Move Beyond, our aim is
to be one of the world’s greatest service brands.’

Note – not ‘airline brand’ but ‘service brand’. It’s a big call,

but for an airline with a long-standing reputation for excellence regarding its service,
it’s an acknowledgement that the online retail world and the service industry have
heightened consumer expectations. The aviation world has changed, too, with
increased competition across all market sectors, which makes it harder still for an
airline to tell the world what it stands for.
‘We do more than move people from A to B,’ says Smeaton. ‘We aim to move them
emotionally with our thoughtful service, and we move them forward in life through our
ability to connect people with meaningful places, people and experiences. This is the
North Star we will all point towards.’
The aim, says Smeaton, is ‘to treat every journey as our customers’ most important
journey, setting them up for what lies ahead.’
This means that personal, premium service will continue onboard and in the lounges
– but these will run in tandem with ever-improving booking, check-in and airport
experiences.