Core Insights - Cathay Pacific has invested over HKD 100 billion in enhancing customer experience, focusing on areas most valued by customers [18][22][24] - The airline's new strategy emphasizes being rooted in Hong Kong, backed by the mainland, and connecting globally, with significant investments in airport lounges and flight services [10][11][13] Investment in Airport Lounges - The newly upgraded lounge at Beijing Capital Airport is the third lounge to be renovated in mainland China, following upgrades in Shanghai and Shenzhen [3][11] - The lounge features a design that incorporates local elements while maintaining a consistent global standard, including a tea house and a noodle bar offering local delicacies [5][8][10] - Cathay Pacific aims to enhance customer satisfaction through these upgrades, which are seen as critical touchpoints for high-end customers [13][22] Strategic Positioning - The upgraded Beijing lounge aligns with Cathay Pacific's strategy of increasing flight frequency between Hong Kong and Beijing, with 7 daily flights and a total of 56 weekly flights between the two cities [10][11] - The airline is also expanding its network in mainland China, with 19 new flight routes announced, including 4 to mainland destinations [13][15] Employee Investment - Cathay Pacific plans to increase its cabin crew to 10,000 by 2025, with a significant portion being mainland Chinese crew members [15] - The airline is also enhancing its service by ensuring multilingual staff and encouraging crew to learn Mandarin [15] Customer Experience Enhancements - The airline has introduced a new in-flight dining series that caters to mainland Chinese tastes, featuring dishes from various Chinese cuisines [17] - Cathay Pacific has committed to improving in-flight entertainment options, including local films and shows [17][20] Future Goals - The company aims to become the world's best airline, as evidenced by its recent recognition in the Skytrax rankings, where it returned to the top three [24] - Cathay Pacific is focused on continuous investment in customer service and product enhancements to achieve its long-term vision [22][24]