Exclusive Chat with Cathay Group CEO; We Don’t Just Want to Be the Best Airline 

Hong Kong-based Cathay is charting an ambitious path to elevate its brand and enhance the customer experience in the coming years. Ronald Lam, the Cathay Group’s CEO, shared his insights exclusively with AirlineRatings, outlining strategic goals focused on strengthening onboard service, ensuring consistency across the fleet, and cementing Cathay’s position as a leader in the premium airline segment.

Focus on Service and Onboard Experience

Lam emphasized that Cathay Pacific aspires not only to be the world’s best premium airline but also having the Cathay brand to be recognized as one of the greatest service brands in the world. His immediate priorities include making the onboard experience seamless across the network, delivering meticulous daily service, and introducing upgrades throughout the fleet to ensure a consistently premium cabin environment for every passenger, every time they fly.

The airline group is backing this ambition with a substantial investment of well over 100 billion HKD over the next five to seven years, dedicated to acquiring new aircraft and upgrading onboard cabins.

View: Take a look through Cathay Pacific’s newly refurbished and impressive 777-300

Benchmarking Against the Competition

When asked about airlines Cathay looks to for inspiration, Lam highlighted Singapore Airlines, which operates in a similar market—an airline with only cross border traffic but with a strong global premium presence. He also pointed to Qatar Airways, known for its excellence in service and worldwide reach, as another key benchmark.

Lavinia Lau, Cathay’s Chief Customer and Commercial Officer, added simply: “It’s all about understated luxury.”

Three Pillars of Identity

Cathay defines its brand and product offering through three pillars:

1. An iconic, long-standing history rooted in Hong Kong.

2. Pride in being part of China and serving as China’s most international airline.

3. An extensive network that connects the world.

These values, Lam and Lau explained, are deeply embedded in Cathay Pacific’s onboard offerings—from a diverse cabin crew and broad catering choices to entertainment and service details that reflect the airline’s international identity. Staying true to these pillars, even the beverage selection highlights them, with Chinese wines featured onboard—an unexpected discovery for many passengers until they fly with Cathay Pacific.

An Innovative Initiative That Worked

To uphold high service standards, Cathay Pacific launched the “Better to Best” program, designed to ensure consistent and polished customer service across every flight. The initiative covers everything from face-to-face passenger interactions to the cleanliness of onboard bathrooms.

Recognizing that bathroom cleaning is not always the most popular duty, the airline incentivized crew with a points system redeemable for store and supermarket coupons. Lam confirmed the program has successfully motivated staff to maintain high standards from boarding through disembarkation. He also noted that Cathay Pacific’s cabin crew attrition rate is remarkably low, with team members staying for over 30 years.

Another feature reinforcing this program is a four-question survey that appears on the inflight entertainment system before landing, giving passengers the chance to provide real-time feedback on their experience that day.

Future Fleet and Product Enhancements

Looking forward, Cathay Pacific plans to transform its regional A330 product into an even more premium offering featuring lie-flat beds. A major milestone in 2027 will be the arrival of the Boeing 777-9, which will include significant upgrades to the First Class cabin, underscoring Cathay Pacific’s commitment to ultimate luxury.

Aligning Words with Action

AirlineRatings CEO Sharon Petersen, who recently flew with Cathay Pacific to Hong Kong, observed three things that stood out: the diversity of cabin crew, small but thoughtful details that added to the luxurious yet functional feel (such as a pillow spray in the Business class amenity kit and a discreet seat light for night time storage access), and the variety in meal options being Western, Chinese, and more all supported by an extensive inflight entertainment system.

“It was satisfying that I noticed these things independently before even speaking to Lam and learning about the three pillars,” Petersen said. “It’s refreshing to see a CEO’s words matched by follow-through.”

Looking Ahead

This exclusive interview offers a rare glimpse into Cathay Pacific’s ambitious plans to redefine luxury and service excellence in an increasingly competitive aviation landscape. With a clear vision and commitment to its values, Cathay is positioning itself as one of the world’s greatest service brands.