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Cathay Pacific

Personalisation

SUMMARY

Segmenting Cathay Pacific’s audience to identify specific personas for targeting drove an impressive 72% uplift in CTR, 45% improvement in bookings, and 70% more revenue.

The Asian airline travel sector is fiercely competitive. Traditional flag-bearing carriers such as CX face increasing challenges from Western competitors in long-haul travel, while the rise of low cost carriers is threatening market share for intra-Asian routes.

There’s also been a shift in how Asian travellers book, with digital playing a more influential role across the customer journey. Especially with the rise of OTAs, where customers are becoming less reliant on proprietary airline platforms to plan, research, and book flights.

This behavioural shift has been accompanied with changing expectations among Asian customers increasingly wanting to be treated differently by companies. So much so that, “67% of consumers in the APAC region now expect to be treated as ‘unique’ by organisations” (Market Research: Missing Customer Expectations in APAC?).