Cathay Pacific takes digital transformation to new heights

Cathay Pacific deepens its digital transformation by deploying Salesforce Marketing Cloud to unify sales, service and marketing, in order to deliver connected, personalized customer experiences across any channel, including email, social, digital advertising and more.

With the addition of Marketing Cloud, Hong Kong’s flag carrier will focus on three key areas: acquiring new customers, personalizing all touch-points along the traveller’s journey and getting a complete 360-degree view of the members of its Marco Polo loyalty program.

An existing Salesforce Sales Cloud and Service Cloud customer since 2014, Cathay Pacific’s digital transformation is spurred by the vision to cater to the evolving needs of its customers in order to increase its competitiveness in the airline industry.

With the addition of Marketing Cloud, Cathay Pacific will focus on three key areas: acquiring new customers, personalizing all touch-points along the traveller’s journey and getting a complete 360-degree view of the members of its Marco Polo loyalty program. Cathay Pacific’s digital transformation is led by a vision that recognizes and caters to the evolving needs of its customers in order to increase its competitiveness in the airline industry.

“The airline and travel industry is being disrupted, and we need to be ready for the customer of the future—the digital natives and those with a digitally-savvy mindset and accompanying expectations,” said Paul Loo, chief customer and commercial officer at Cathay Pacific.

He said: “Expanding our relationship with Salesforce was a very easy decision to make. By adding Marketing Cloud, we enrich the understanding of our customers through enhanced engagement across channels and devices.”

Mark Innes, general manager and executive vice president, APAC at Salesforces said ccustomers today expect seamless and hyper-personalized experiences and their expectations are higher than ever.

“To stay competitive, airlines need to be able to leverage technology to meet and exceed these expectations,” Innes said. “We are thrilled that Cathay Pacific is continuing its partnership with Salesforce by adopting Marketing Cloud, and we look forward to scaling to even greater heights in the future.”

Cathay Pacific currently flies to over 200 destinations around the world with a fleet of approximately 170 aircraft.