Bangkok--21 Jan--DC Consultants and Marketing Communications
The emphasis on Cathay Pacific Airways’ business direction for 2009 will be on cost control management and additional flights. The Hong Kong-based airline has also ordered new aircraft, and will increase the number of its staff to support its expansion as the current crisis begins to recede.
It will cut fares and fuel surcharges to reflect lower global oil prices, and introduce new campaigns to boost sales during the high season.
“The global financial crisis has made 2009 a tough year for tourism and aviation, and to survive the crisis, airlines need to implement new marketing strategies while cutting unnecessary costs,” said Mr Aaron Chan, Cathay Pacific Airways’ Country Manager Thailand.
“Cathay Pacific will continue to expand its business this year, maintaining its goal of making Hong Kong a major Asian aviation hub connecting to destinations around the world,” he said.
Mr Yongyuth Lujintanont, Cathay Pacific Marketing Manager for Thailand and Myanmar, expressed optimism that the tourism industry would pick up during the Chinese New Year festive season.
Lower oil prices and high competition will be advantageous to passengers as airlines launch special campaigns to attract them, and Cathay Pacific will be launching several low-priced travel packages to boost sales in the first quarter. The company will evaluate the results, then plan campaigns for the second, third and fourth quarters to meet the requirements of a wider range of passengers.
“The focus of Cathay Pacific’s marketing strategies for 2009 is on boosting sales in tandem with cost control management,” said Mr Yongyuth.
“Our first marketing strategy is to cut fares and the fuel surcharge in appropriate ways for each route to attract more passengers. In fact, we have been cutting fares since the beginning of this year.
“We are promoting the Bangkok-Hong Kong route with a starting price of 6,100 baht, the Bangkok-Singapore route at 3,500 baht, Bangkok-Beijing at 9,000 baht and Bangkok-Osaka at 11,600 baht. On European routes, Bangkok-London and Bangkok-Paris are both 23,100 baht, while the North American route Bangkok-Los Angeles starts at 25,200 baht. All flights will connect at Hong Kong.
The airline’s second strategy will be to expand its destinations to respond to passengers’ needs, with the new Bangkok-Delhi route flying every day from March 28. The Bangkok to Hong Kong route will be served by Cathay Pacific, the Phuket to Hong Kong route by Dragonair.
The third strategy will be to cope with growing demand of Thai passengers in the future by increasing the number of its staff, especially at its new Bangkok office to be opened in March. There will be new aircraft and an increased number of its routes to respond to increasing demand.
Cathay Pacific’s fourth marketing strategy is to continue its emphasis on developing online services by introducing privileges and benefits such as Small Business Solutions for SMEs. The target is to increase the number of online services users by 15 per cent by the end of the year.
For more information please contact:
DC Consultants and Marketing Communications Ltd.
Pimpakarn Chaisung / Chanida Apphathornkul
Tel: 0-2610-2383 Fax: 0-2610-2345
Cathay Pacific Airways Limited
Marisa Vivattanaprasert
Tel: 0-2263-0642