Loyalty schemes merged in new 'Cathay' brand

Cathay Pacific has launched a new brand called "Cathay," which combines its previous loyalty programs under Cathay Pacific, Marco Polo Club and Asia Miles.

Existing mileage will be transferred to the new scheme but the airline has yet to announce details of how they can be earned and claimed.

Cathay said in a statement yesterday that the new travel lifestyle brand "Cathay" brings together Cathay Pacific, Marco Polo Club and Asia Miles in one place, simplifying the way customers earn and use miles.

Members of Marco Polo Club and Asia Miles can still earn and use mileage as normal. The amount and the expiration date of earned mileage will not change and the existing mileage will be automatically transferred to the new scheme.

The airline also said there will be more ways to earn mileage, but did not reveal details.

The new brand will also roll out new offers in spending, dining, shopping and hotels over the coming months, the airline said, adding that the first offer - a Cathay co-branded credit card - will launch soon.

"Through integrating our offerings and better partnerships, we will bring a wider range of products and services," the statement said.

Cathay said the flag-carrier will continue to be the airline's brand around the world, while the new lifestyle brand "Cathay" will only be available in Hong Kong. But the airline is aiming to expand "Cathay" to markets outside Hong Kong in future as well.

"Our ability to enter the travel lifestyle space and the success of this strategy is built upon the enduring strength, trust and respect that Cathay Pacific has established over 75 years of accomplishments," said the airline's chief executive officer Augustus Tang Kin-wing.

"At the heart of the 'Cathay' brand is a celebration of all the best things we love - and have missed - about travel. We are very proud to have been connecting our customers with people, places and experiences around the world."

Tang said the new brand reinforces the airline's commitment to provide "world-class service" for customers in their everyday lives. "By adding more value and simplicity, we are helping them move forward as per our 'Move Beyond' campaign."