Cathay Pacific
Insider
Unlocking Destinations: Cathay Pacific's Digital Leap
Overview
Cathay Pacific aimed to elevate the travel experience from mere transportation to a journey of discovery. The challenge was to turn a flight into a gateway for deeper engagement with travel destinations.
Challenge
How do you transform an airline’s online portal into an ecosystem that not only facilitates travel but also enhances the understanding and enjoyment of the destination?
Solution
In collaboration with Lonely Planet, we developed the “Insiders” online portal. This platform gathered various types of travel-related information—from galleries to polls and even regional music—creating an extensive community for travellers to learn and share.
Impact
As the landscape of online travel advice evolved, so did the “Insiders” portal. When user behaviour shifted towards seeking travel agents, the portal adapted, cementing Cathay Pacific’s role as a trusted guide in travel planning. This adaptive strategy sustained the platform’s relevance and broadened Cathay Pacific’s value proposition.