Cathay Pacific’s reinvention takes it back to humble beginnings

After a disastrous 2016 that saw the airline losing US$74m, Cathay Pacific embarked on an ambitious transformation journey in 2017 that is starting to bear fruit, according to general manager of brand, insights and marketing communications, Edward Bell.

In 2016 – the same year it marked its 70th anniversary – Cathay Pacific posted a US$74.01m (HK$575m) annual loss for the year.

After enjoying decades of prosperity, the financial results were a wakeup call for the Hong Kong-headquartered airline,...

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