HONG KONG WINNER - Cathay Pacific

WIN A 747-8F MODEL!
10 die-cast
Dash 8s to
give away
December 2011, Issue 189
TOP DAY FOR CARGO
Terminal ceremony is a
landmark moment for
airfreight hub
Trade partners, government offi cials and media
joined Chief Executive John Slosar and guest of honour
Donald Tsang, Chief Executive of the Hong Kong
Special Administrative Region, for the topping-out
ceremony for the HK$5.5 billion CX Cargo Terminal
on 17 November.
The ceremony was held on the rooftop of the terminal
which also provided guests with a great view
of CX’s second Boeing 747-8 Freighter – Hong Kong
Trader, which features a special livery highlighting
Hong Kong’s skyline and arrived just hours before
the topping-out began.
Speaking at the ceremony, John Slosar said:
“When it begins operations in early 2013 the Cathay
Pacifi c Cargo Terminal will mark a major advancement
in Hong Kong’s position as the world’s busiest
international air cargo hub.”
He presented the Chief Executive with a model
of the 747-8F as a memento of the occasion before
being joined by Airport Authority Chairman Marvin
Cheung and representative for the Gammon-Hip
Hing joint venture construction company Thomas
Ho for the actual topping-out ceremony.
A magazine for staff and friends of Cathay Pacifi c Airways
PRINTED ON 100% RECYCLED PAPER
California dreaming
HONG KONG WINNER: Local boy Matthew Chadwick
rode California Memory to victory in the Cathay Paci c
Hong Kong Cup – the HK$20 million signature race at the
Cathay Paci c Hong Kong International Races held on 11
December in Sha Tin. Some 62,000 racegoers turned out
to enjoy the airline-backed racing celebration.
TOPPING TIME: HKSAR Chief Executive Donald Tsang and CX Chief Executive John Slosar at the ceremony with Hong Kong Trader in the rear.

2
FRESH FACE: Nicole’s ad proved
to be a winner on Facebook.
Thousands
like Nicole
Flight Attendant Nicole Lau will be
featured on the “Meet the Team”
minisite after her personal ad
received more than 12,000 “likes”
on Facebook.
The internal People and Service
campaign saw 8,074 ads being
created in Cathay City and 475 in
outports.
This year sta were also encouraged
to enter a Facebook competition
to collect as many likes as
they could for their personal ads.
Nicole says the nal number of
12,866 likes took her by surprise.
She initially posted her ad on
her personal Facebook page and
received roughly 1,500 likes. She
realised she could reach a broader
audience by putting her photo
onto a fan page.
“On 8 November, I deleted my
rst photo and started afresh on a
fan page,” she says.
“It was a big risk since the deadline
was only four days away!”
Nicole adds, saying her husband
and friends helped her get the
word out.
Nicole says there were many
comments about how “refreshing”
she looked.
“People were pleasantly
surprised to nd out that cabin
crew can have short hair and light,
natural-looking makeup,” she says.
“Everyone I met, from the
most senior colleague to the
most junior, was interested in the
campaign and it was a fun talking
point for us all.”
Nicole’s pro le will appear on
the “Meet the Team” site early
next year.
Fuel price - Rolling 6 Months
USD per Barrel
150
140
130
120
110
100
90
Sing Jet Kerosene
ICE Brent
Jun/11 Dec/11
Anticipation grows
for new products
‘Great’ value Premium Economy, new Economy seat roll out from March
Excitement is building over a rash
of infl ight product developments
in 2012, with more details of the
new Premium Economy Class just
released and Cathay Pacifi c also
confi rming that it will install a new
Economy Class seat on the bulk of
its long-haul aircraft.
Both the Premium Economy and
new Economy seats will be progressively
introduced on fl ights from 1
March.
The PEY cabin will go into all of
the long-haul fl eet with 87 aircraft
being fi tted by the end of 2013.
The product will initially feature
to Sydney, Toronto, Vancouver and
New York, with other routes follow-
Performance Index
On-time performance
Within 15 mins
Industry standard
on-the-dot CX standard
ing as the product rollout continues.
The main features of PEY include
a quieter, more spacious cabin than
the existing Economy Class and a
seat that will be wider and have a
bigger recline.
The seat pitch will be 38 inches –
compared to 32 inches in Economy
Class – and passengers will benefi t
from amenities such as a footrest,
a 10.6-inch personal television, an
in-seat power outlet, a multi-port
connector for personal devices, and
extra personal stowage space.
“Passengers will get great value
for a great product,” said Chief Executive
John Slosar.
Lounge boost for passengers in Frankfurt, San Francisco
Cathay Pacifi c’s portfolio of outport lounges received a big boost over the
past month with a major refurbishment of a key European lounge followed
by the opening of the airline’s fi rst branded lounge in the US.
On 7 November, the First and Business Class Lounge in Frankfurt reopened
after a major refi t, with three original artworks by Hong Kong artist
Maria Lobo specially created for CX lounges unveiled – the fi rst time
they’ve appeared in the airline’s lounges.
The Frankfurt lounge provides comfortable armchairs for up to 97 guests,
three shower suites, and an improved buff et spread.
Bigger news is the lounge opening in San Francisco – the fi rst time CX
has operated its own branded lounge in the States.
85.3%
56.7%
Traffi c/capacity (CX + KA)*
Passengers carried 2,381,008 3.8%
Passenger load factor 80.1% -3.1pt
ASKs (000) 11,011,353 10.3%
Freight carried 135,998 -17.5%
Cargo load factor 66.2% -8.9pt
ATKs (000) 2,261,458 1.7%
* Figures for Oct11
“The seat will have a generous
recline and plenty of legroom, and
passengers will also enjoy improved
service and many other extras.”
On the ground, PEY passengers
will benefi t from priority check-in,
priority boarding and an extra baggage
allowance.
Extra touches infl ight will begin
with a welcome drink and include
an enhanced meal service, an environmentally
friendly amenity kit,
large pillows and noise-cancelling
headsets.
Around 120 Marco Polo Club
members were involved in helping
develop the cushioning in the seat,
coming to Cathay City to test the
cushion foam last year.
“As always, the comfort of our customers
was front and centre of our
design process,” John said.
The new long-haul Economy
Class seat will be fi tted on longhaul
Boeing 777-300ERs and Airbus
A330-300s – 62 aircraft by the end of
next year – and will feature a cradle
mechanism to boost comfort in the
recline position and improved living
space.
Key features include the latest
high-resolution touch-screen personal
televisions, a USB outlet and
an iPod/iPhone outlet to allow passengers
to view their own content
through the PTV screen.
PORT PLEASURES: The Frankfurt facility has been refreshed (above left) while a CX-branded lounge has opened in San Francisco (above right).
“Demand for lounge usage is ever growing, so we decided to build our
own lounge in San Francisco to better take care of our passengers,” says
General Manager Product Alex McGowan.
Two key features in the 520 sq m facility that will make a big impression
on travellers are the unique Cathay Solus Chairs – the fi rst time they’ve appeared
outside Hong Kong – and the iconic Noodle Bar.
“The SFO lounge follows the London Heathrow lounge in featuring a
new standard of F&B off erings with a range of hot and cold dishes for passengers,”
says Alex.
The lounge, which can seat 107 passengers, is located on Level 4 of the
International Terminal at San Francisco International Airport.
Produced by CX’s Corporate
Communication Department
7/F North Tower, Cathay Paci c City,
Lantau, HK
Publisher: C K Yeung
Managing Editor: Mark Tindall
Editor: Joyce Wong
Enquiries: 2747-5293
GalaCXy ID: CCD#SCT
Email: ccd#sct@cathaypaci c.com
■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■
■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■

Many challenges,
more opportunities!
Economic woes, but conference highlights optimism for future
The overriding message at this
year’s Management Conference was
that the parlous state of the world
economy will continue to make life
diffi cult for the aviation industry in
2012 – but that Cathay Pacifi c will
not lose of its long-term vision.
The global uncertainty has bitten
deeply into business this year –
particularly on the cargo side – and
conference delegates were alerted
to the potential diffi culties the airline
will face in the coming year.
Two guest panellists at the 8
December event – Daniel Franklin
from the Economist and JP Morgan’s
Jing Urlich – confi rmed the gloomy
outlook for the coming months,
especially if the euro-zone crisis
deepens further.
Chief Executive John Slosar said
that the airline will continue to grow
in 2012 – with a 7% rise in passenger
ASKs and 17% growth in cargo
capacity * – but “the world is in quite
a state,” he stressed.
He said the team needs to be
OUTSIDE VIEW: Guest speakers Jing Urlich and Stephen Lam.
“mentally fl exible” to face up to
whatever challenges might be
thrown the airline’s way next year,
particularly if the global economy
takes another nosedive.
“Aviation is what it is and it will
take a lot of grit – things are not
going to come our way easily next
year,” he said.
“We’ll need to react and change
course as necessary. We need to ride
the cycles but also keep doing the
The incident involving CX365 in Shanghai was a
sharp reminder about the importance of robust
safety systems and high standards of training in
our airline. It seems that a diffi cult situation was
handled in a professional manner by the crew on
the fl ight, who helped to ensure a calm evacuation.
Our safety and operational teams will of course
conduct a full investigation into the incident to fi nd
out the cause and any issues that resulted from our
handling of the situation. There will, I’m sure, be
some important learnings.
For now I’d like to thank all our staff – on the aircraft,
in Shanghai and on the ground in Hong Kong
– who ensured a swift and positive response.
Approaching the end of 2011 we can refl ect once
long-term things that will make the
business stronger in the future.”
Chief Operating Offi cer Ivan
Chu warned that one of the big
challenges in 2012 will be keeping
costs under control.
“We cannot aff ord to allow costs
to grow faster than revenue and
capacity growth,” he said, adding
that departments had already been
asked to minimise discretionary
spending in the coming year.
Update from the Chief Executive
again on what a challenging business we are in.
After the highs of 2010, when the stars really were
aligned, this year has been a much bumpier ride.
Looking at Christmas, Santa is not going to
deliver for cargo – the usual year-end rush is simply
not going to arrive. Fortunately it seems that
people still want to get away and enjoy a holiday,
despite the economic uncertainty, and our passenger
bookings are actually pretty good over the
upcoming peak.
As for what happens after that, well, a lot will
depend on the world economy. If, as is usually the
case, cargo is a lead indicator and our passenger
business starts to decline then of course we need
to be prepared.
“Next year is about meeting
challenges and delivering results,
and we must not lose sight of
the opportunities in what will
be a landmark year for product
developments,” he said.
More opportunities will be
presented through the next wave of
strategy projects, 28 in total, which
were detailed in a presentation by
Director Corporate Development
James Barrington.
James also gave details of “CX
2020”, a cross-department project
that will take a detailed look at what
the airline will need in nine years’
time in terms of people, facilities
and processes given that “this is a
high fi xed-cost business where it’s
diffi cult to make changes quickly”.
Other presentations on the
day touched on a range of issues
important to the airline’s future,
ranging from product and safety to
IT delivery and PSS.
It was left to guest speaker
Stephen Lam, Chief Secretary
for Administration in the Hong
Kong SAR Government, to close
the conference, and he off ered
delegates some useful insights into
future developments in the airline’s
home city.
* Since the conference the budgeted
rise for cargo capacity in 2012 has
been revised to 10% following a
decision to push back two of next
year’s Dash 8 deliveries to 2013.
Evacuation
of CX365
investigated
A full internal investigation has
begun into the incident on CX365
on 9 December which led to a full
evacuation of the aircraft.
The Boeing 747-400 was about
to depart from Pudong International
Airport in Shanghai, bound
for Hong Kong, when the Captain
took the decision to deploy the
slides and get the 351 passengers
and 19 crew o the aircraft.
During the evacuation, nine
people – seven passengers and
two cabin crew – su ered minor
injuries and were taken to a
nearby hospital.
All but one of the injured were
released the same day with CX
sta assisting them throughout,
including on their onward journey
back to Hong Kong.
“The cause of the incident is
being investigated and we are
cooperating fully with all the
authorities concerned,” said Chief
Executive John Slosar.
“The ight and cabin crew had
a di cult situation to deal with
but were able to get the passengers
o the plane in a short
space of time.”
CX treated the evacuation as
a full-scale incident, activating
the Crisis Management Centre in
Cathay City, opening the CEPIC
phone lines and bringing in CARE
Team members.
A sta team was own out
to Shanghai to provide support
to the passengers, crew and
families.
Arrangements were made to
y CX365 passengers onwards to
their destinations, and at HKIA
the team was mobilised quickly
to ensure that support was offered
to all those a ected.
The priority was to help passengers
return to their original
travel schedule as soon as possible.
John thanked everyone for
a “terri c response” across the
company following the incident.
We’re very aware of the pressure of rising costs
in our business and we’re already taking action to
make sure we can run a much tighter ship in 2012,
while remaining committed to the big investments
we’re making. We need to do all those things that
will help us become a better airline in the future.
I’d like to fi nish on a happier note by thanking everyone
in the team for your fantastic work this year.
Great service is never an accident and we work very
hard to produce the superb experience that brings
our customers back to fl y with us again and again.
On behalf of the management team I wish everyone
in the CX family a very merry Christmas and
Happy New Year!
John Slosar
3

4
New airline role for
Swire money man
‘Challenging and interesting’ time ahead for new Finance Director
There’s a new face in the Executive
Offi ce at Cathay City, with Martin
Murray moving across from Swire
Pacifi c to replace James Hughes-
Hallett as Finance Director.
CX World had a chat with the amiable
Scot to fi nd out more about his
professional background and his expectations
on taking up a key role in
the airline.
You are a chartered accountant
by profession – was that a career
path cemented at an early age?
The reality is that I never knew what
I wanted to do!
My father was an actuary and he
suggested that if I was not really
sure, why didn’t I do fi nance? He told
me that once I was qualifi ed, “the
world’s your oyster”. He was wrong;
once qualifi ed you’re labelled “an accountant”!
You studied accountancy at university
– how did your career path
develop?
I joined Arthur Young after graduating
from Glasgow University and
became a chartered accountant,
but I didn’t really enjoy auditing. I
moved into training and an opportunity
came up to work in the Hong
Kong offi ce – I moved here in 1992.
When did you switch to Swire?
I joined the Swire group in January
1995 and my early postings included
Treasury, Hongkong United
Dockyards and the Trading and
Industrial division – in both Hong
Kong and the United States.
By 2001 I was moved to Swire Pacifi
c Off shore which thankfully was
going through a period of rapid
expansion – prior to that my roles
had either been selling things or
cost-cutting! I moved to Sydney in
2003 to be Finance Director for John
Swire & Sons Pty and in 2009 was
brought back to become Deputy Finance
Director of Swire Pacifi c.
Did you expect to be moved to
CX?
To be honest the Cathay job came
as a big surprise – James’ decision to
relocate back to the UK came out of
the blue. I was ready for a move but
wasn’t expecting this! I was very ex-
cited when I got the news from the
Chairman.
I’m helped by already having
some understanding of Cathay and
the airline business through being
in the group role at Swire Pacifi c.
Investors always ask a lot of questions
about the volatility of the airline
business, and I had to be up to
speed with the general workings of
the airline business when presenting
to the group insurers.
Is this a challenging time to be put
in charge of an airline’s fi nances,
given the economic climate?
Challenging and interesting at the
same time! Cathay Pacifi c is a very
well managed company that has a
strong balance sheet, so in terms of
where we sit in the industry we’re in
a very healthy position.
While we’re entering into what is,
hopefully, a short-term cycle, and
there may be challenges in terms of
sourcing attractive funds and managing
risk, we have policies and procedures
in place to manage things
diligently through a downturn
while maintaining our medium- to
High-level visits spread the
CX message
Chief Executive John Slosar and Chief
Operating Offi cer Ivan Chu led a delegation
to visit the Commissioner’s Offi ce
of China’s Foreign Ministry in the Hong
Kong SAR (MFA) on 14 November and
were warmly received by Commissioner
Lu Xin Hua and other senior offi cials at
the MFA.
During the lunch meeting, John introduced
the airline’s business plans, as
well as the close cooperation between
Cathay Pacifi c and Air China.
Also joining the delegation were Director
Corporate Aff airs Quince Chong,
General Manager International Aff airs
Arnold Cheng and Dragonair’s Chief Executive
Offi cer Patrick Yeung.
Earlier in the week on 11 November,
John and Ivan visited the Hong Kong
and Macao Aff airs Offi ce of the State
Council in Beijing and met with Vice
Minister Mr Zhou Bo and Vice Director
Mr Zhong Yi.
During the courtesy visit, John talked
about CX’s current performance and future
expansion plan.
John also stressed the airline’s commitment
to Hong Kong, especially its investment
in the new cargo terminal and
the orders for new aircraft.
long-term plan for growth and investment.
What benefi ts will Project Horizon
– the restructuring of the Finance
and Purchasing functions
– bring?
First of all, it’s not just about FIN and
APD – it will impact the whole company.
It is about looking at being as effi -
cient as we can from an end-to-end
point of view. Project Horizon should
free up a lot of our accountants to
be much more forward looking and
become service providers to the
business rather than historic bookkeepers.
What excites you about being in
this new role?
James set a vision for the FIN team to
be the best fi nancial partners to the
best airline in the world, and that in
itself is quite exciting – it gives you
scope to do things diff erently. And I
have the advantage of working with
a great team.
Being part of the airline’s growth
process will also be very exciting.
In terms of
where Cathay
Pacific sits in
the industry
we’re in a
very healthy
position.
MEETING OF MINDS: (Above) John with Commissioner Lu (third
from right), Deputy Commissioner Li Yuan-ming (second left)
and the CX delegation; and (top) John with Vice Minister Mr
Zhou Bo in Beijing.
■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■

Expansion in view
Asia Miles targets more non-air redemptions, more active members
Expanding recruitment, activating
members, growing the Mainland
China market and extending non-air
redemption items are just some of
the things Director & General Manager
Asia Miles Stephen Wong will
be concentrating on in 2012.
“There’s a lot to focus on!” he says.
“On the membership side, if you
look at our passenger profi le you
can see a number of CX and KA passengers
who are entitled to earn
miles but aren’t doing so. We need
to turn those fl yers into our members,”
Stephen adds.
“We also want to help the outport
teams to make recruitment easier at
diff erent touch points and ensure
we have the tools to help them do a
better recruitment job.”
Once members are on board, they
then need to be encouraged to “earn
and burn”.
“As Asia Miles has diversifi ed, we
are looking at increasing the options
for members to earn and burn
with both air and non-air items, and
we’ve been working on getting that
message across,” Stephen says.
“Early on when we fi rst developed
the programme the focus was on air
rewards but, over the past few years,
we have put a considerable eff ort
into the non-air items and the response
has been very positive.
Fashion leap for charity event
The CX and Swire Paci c-sponsored Life Education Activity Programme (LEAP) held a stylish event,
the “88,000 Reasons to Celebrate – a Vivienne Tam Charity Fashion Show”, on 3 December to raise
funds for the charity. CX cabin crew were featured in the fashion parade.
For the rst time, renowned fashion designer Vivienne Tam helped raise funds for a local charity
by showcasing her latest designs – the Spring/Summer 2012 “Zen Garden” collection. The event
was held at the Peak residence of Chairman Chris Pratt.
Chris was joined by his wife Francesca Pratt, a former LEAP Chairman, as well as current LEAP
Chairman Quince Chong, to support the fundraiser.
“We support LEAP because we believe its preventive drug education programmes are making a
very real di erence to the future well-being of Hong Kong’s young people,” Chris said.
LEAP has reached about
88,000 students in both
of the past two academic
years in its preventive
drug education work.
The fundraising e ort
will continue into 2012
with a specially-designed
Vivienne Tam tote bag
being sold on ights
during the rst quarter,
with all proceeds going
to LEAP.
MILES TO GO:
Stephen has big
plans for the
loyalty programme
in 2012.
“It’s great to see this as it also
lessens the dependence on the air
reward side,” he adds.
Stephen says in key markets the
shift to non-air redemption is now
about 30%, going up to 80%.
“The trend is especially clear in
the long-haul markets,” he says.
As part of the commitment to
growing this sector, four staff have
joined the non-air recruitment team,
taking it to eight members.
“It needs more work in terms of
partnership development and you
need the resources to talk to potential
partners and be strategic in
whom to talk to.
“Ideally you want a partner that
has global presence and have one
deal that covers six or seven diff erent
countries,” Stephen says.
Brand awareness and recruitment
in China is another focus, though
Asia Miles faces stiff competition
from the big three domestic carriers.
“It’s a big country and media costs
are expensive, so you have to be creative,”
Stephen says.
“But we have a special proposition
of off ering 20 partners as well
as four carriers – Cathay Pacifi c,
Dragonair, Air China and China Eastern
– that they can all earn miles
from,” he adds.
■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■
Search for
the face of
Asia Miles
An innovative online photo campaign
was launched in October to
nd an Asia Miles Ambassador in
Mainland China.
Members were asked to incorporate
their own pictures into
one of eight photo frames created
by renowned illustrators such as
Dorothy Tang and then ask their
friends to vote for them.
The campaign ran until 23 November
and attracted 230 entries,
with the top photo receiving
10,000 votes. The minisite attracted
more than 800,000 visits.
“China is a key market for us
with a lot of growth potential,”
says Director & General Manager
Asia Miles Stephen Wong.
“We expect that market to
grow by approximately 30% in
2012,” he adds.
The winner will become the
face of the 2012 Asia Miles campaign
and be own to Hong Kong
for a photo shoot, which will be
featured in some of Mainland
China’s top fashion magazines.
He or she will also win 80,000
Asia Miles.
5

6
Service with
heart
The Toronto Offi ce helped
reunite a young passenger
with his favourite gadgets
by ensuring some lost luggage
made it safely home.
“My seven-year-old son lost his bag on
CX6829 from Chengdu to Hong Kong
before our connecting fl ight CX826 to
Toronto the same day.
The CX Toronto Offi ce offered great
service in helping us fi nd the bag and
delivering it to our home in Toronto. My
son was so happy to see his DS game
box and USP again.
My family and I will continue to fl y
with Cathay Pacifi c and I will also
recommend you to all my friends and tell
them about our wonderful experience.”
Customer Relations
Executive James Pau turned
a family into loyal passengers
because of the excellent
service he rendered.
“I would like to pass on my mother’s
thanks and gratitude for your desire to
help and real sympathy towards her.
She had a very comfortable journey
and was very well looked after from the
moment she checked in and throughout
the fl ight.
Since dealing
with you,
my family has
fl own with CX
six times and
will continue to
do so. You are a
credit to the
company.”
The CX Sri Lanka team
received a thank you letter
from the Embassy of the
People’s Republic of China
after they assisted a sick
passenger on 6 October.
Ms Wu Yun-feng was on board CX748
from Johannesburg to Hong Kong
when she suffered a gastrorrhagia
(stomach haemorrhage) and lost consciousness.
The crew found a doctor onboard
and the plane was diverted to Bandaranaike
International Airport in Sri
Lanka.
“Ms Wu has covered and returned
home now. The timeliness and thoughtful
service your staff showed in taking
care of her during the fl ight as well
as during her stay in the hospital was
greatly appreciated by Ms Wu and her
family,” the letter said.
“We would like to extend our heartfelt
thanks to Cathay Pacifi c Airways,
the crew of CX748 and the CX offi ce in
Colombo for their aid.”
■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■
Star letter
Get plugged in
I read in the oneworld news bulletin that BA
has introduced electric buses to take its staff
to and from Heathrow (pictured). Shouldn’t
we be doing the same?
I know we already have a few small electric
vehicles at Hong Kong airport, but are
we looking at turning the HAS buses and
other vehicles into an all-electric fl eet?
Name withheld
Evelyn Chan, Environment Projects Manager,
replies: HAS, the wholly owned subsidiary
that runs our crew transport, has the
largest vehicle fl eet in the CX Group.
HAS is steadily replacing its fl eet of 537
vehicles, 23% of which now comprises
lower-emission vehicles that meet higher
standards, including seven Euro 4 type vehicles
and 117 electric vehicles.
The latter are mainly for baggage handling
Cathay has got
it right!
The following letter was sent to Cathay Paci c
recently by a very impressed passenger.
As a fairly frequent sampler of the world’s
airline industry, I have to say that I think
Cathay have really got it right with the new
Business Class seats.
For the fi rst time in my life, which includes
a lot of travelling, I would pay myself to fl y
Business Class.
The fact that the
new seats are smaller
versions of the First
Class seats (which I
have sampled several
times this year
– heaven) is cool, but
they are also so beautifully
designed.
There is fi nally
room for everything.
They are iPad savvy.
Everything is in the
right place. I found
it hard to lose anything,
especially my
and not for crew transport at the moment.
There are ongoing discussions with the
Airport Authority on the infrastructural requirements
of using electric vehicles more
widely around the airport community.
glasses. They don’t feel cramped or jerrybuilt
and they just seem to fi t me.
I spent 18 hours in the new seat recently
to New York on my way to a Harvard Business
School reunion, and when I landed
I really didn’t want to leave it. And I don’t
usually talk this way about a product.
If I wracked my brains, as I did for 18
hours, I couldn’t think of a way that I could
improve them.
Richard Harris,
Quam Asset Management
Letters to the Ed
In the meantime, HAS will phase out all
pre-Euro and Euro 1 cars in 2011 and is also
continuously looking for ways it can improve
the environmental performance of its
fl eet.
Send us your feedback
We welcome feedback from anyone in the CX network on any issue
a ecting the airline or the industry. Please email your letters to
CCD#SCT. Not all letters will be published but those that are will be
edited for length and to comply with the CX World style.
The sender of the star letter each month will win 3,000 Asia Miles. The
Feedback page is sponsored by Asia’s leading travel reward programme.
More companion
fl exibility, please
Currently, single staff members can only make
changes to their nominated travel companion
once every two years.
I know that many airlines have no restrictions
on single staff members changing their travel
companions.
Is it possible that with the implementation
of PSS this restriction could be lifted, or at least
reduced to either six or 12 months?
Dennis Voak,
CGO
Bob Nipperess, Employee Services Manager,
replies: Over the years we have provided
a number of options within the companion
travel scheme including additional numbers of
sectors and shorter lock-in periods.
Sadly, we encountered problems that severely
undermined the integrity of the whole
companion scheme. Those employees who
were identifi ed as breaching the policy were reported
to the relevant authorities, resulting in
prosecution or even imprisonment.
In the light of this, the company sought advice
from Hong Kong’s offi cial anti-corruption

itor
body, the ICAC. Following their recommendations,
the present arrangements were
introduced.
We recognise that our companion
scheme arrangements are diff erent to
some other carriers, but each airline operates
its policies in light of its own particular
circumstances.
At CX we need to balance the overall objectives
of providing an appropriate level
of access while at the same time minimising
opportunities for abuse.
That said, if we can make changes that
do not upset this balance, we will do so.
Call to prayer
I’m not sure how many Muslim staff there
are at Cathay City, but it would be great if
there was a prayer room for them to use in
the building. Would it be possible to create
one?
Name withheld
John Arnold, Manager Property &
Services, replies: I am also not sure how
many Muslim staff are at Cathay City.
However, over the last few years there have
not been any formal requests to create a
prayer room.
Such a use is not permitted under the
sub-lease granted to CX by the Airport
Authority and a formal application would
need to be submitted. I am not sure what
the Authority’s reaction would be and what
conditions they might attach in the event
that they consent to a prayer room.
Another concern is the lack of space
within Cathay City, with the demand
for more offi ces increasing as the airline
expands.
Whipping up a
storm
Could the company please clarify the
guidelines for reporting for work at Cathay
City after the Number 8 typhoon signal has
been raised?
On IntraCX, the guidelines and requirements
for operational staff and cabin crew
are very clearly stated, but there is ambiguity
regarding the need for ground staff to
travel into work.
It simply says: “Department Heads
need to ensure that the essential staff
have reported for duty”. This is wide open
to interpretation and, frankly, abuse by
lower-level managers who may take it upon
themselves to request that their own team
comes into work, essential or otherwise.
Is it possible to clarify who has the fi nal
say on who “essential staff ” are, and what
criteria are used?
Given the wide variety of mobile devices
and computer access available, surely CX
can trust offi ce staff to work independently
from home?
And, as it is often dangerous and expensive
to travel during a typhoon, does CX
off er any compensation in the event of an
accident?
Name withheld
Jodi Kwok, Personnel Manager – Systems
& Policies, replies: While operational employees,
including roster duty ground staff ,
cabin crew and fl ight crew, are required
to report for duty even when the Number
8 typhoon signal has been hoisted, some
non-operational departments may also
need a skeleton staff manning the offi ce to
support the operation during typhoons.
If necessary, department heads can nominate
some essential staff to report for duty
in the light of operational demands. It is
our utmost concern to ensure our employees’
safety while maintaining operations.
In the event that an employee is having
diffi culties in returning to work due to
adverse road conditions after the typhoon
signal has been hoisted, they should notify
the department immediately.
Check-in blues
I was holding a Business Class ID ticket and
tried to use the Business Class counter at
Kaohsiung to check in for my Dragonair
fl ight. However, the ground staff refused
to help and asked me to line up at the
Economy Class check-in counter.
According to the check-in policy on
IntraCX, “if there is no specifi c staff checkin
counter please use the regular check-in
counter, according to the intended class of
travel”.
So which counter should I have used at
KHH airport?
Name withheld
Boris Cheng, Assistant Manager Airport
Standards, replies: The information
provided in the Travel Desk Leisure Travel
Policy provides up-to-date general policy
information for staff travellers.
Given that the local environment varies
among airports, the actual situation
on the day may require staff passengers
holding Business Class staff tickets to
check in at a counter other than the designated
Business Class counter.
The objective for such a requirement
should be to minimise queuing time for
both revenue and non-revenue customers.
READY TO GO: Norman Lo (second row, centre) and Patrick Yeung (second row, fourth from right)
congratulate the latest batch of DACP graduates.
Programme makes
dreams come true
The latest batch of Dragonair Aviation Certifi
cate Programme (DACP) participants graduated
on 2 December with Director General of
Civil Aviation Norman Lo present to congratulate
the 24 young people.
The initiative is jointly organised by KA and
the Hong Kong Air Cadet Corps and, for the
fi rst time, members of the public were admitted
to the programme alongside members of
the HKACC.
The programme, now in its sixth year, off ers
the participants a practical platform to explore
the fascinating and multi-faceted world of aviation.
CEO Patrick Yeung said over the years it
was easy to see the impact the DACP had had
on the aviation industry.
“Close to 30% of the graduates have joined
KA PEOPLE
Good Samaritans in Nanjing
the industry, serving in various aspects including
air traffi c control, aircraft engineering,
ground handling and of course, as fl ight attendants
and professional pilots,” Patrick said.
Participant Cyrus Wong, who aspires to be a
pilot, said his favourite memory was the meetings
with his pilot mentor.
“It was an unforgettable experience,” he
says.
Another participant, Simon Ng, says he appreciated
the opportunities the programme
provided him with.
“Despite being part of an aviation club at
school, I never had much interaction with pilots.
No other programme off ered this. I was
very keen to get to know a pilot and to benefi t
from their experience,” Simon says.
Customer Services O cer Brian Xu was on his way to work on 30 October when he spotted an old man
lying prostrate under his tricycle on a motorway near the Nanjing Lukou International Airport. His
response was instinctual.
Calling out to his colleague, Airport O ce Assistant Jimmy Wang, to pull over, Brian stepped out of
the car and helped the injured senior to his feet.
‘It was very early in the morning and still quite dark,” Brian recalls. “The man was obviously in pain.
We stopped to help because we didn’t want him to be hit by the cars that were speeding along.”
However, their good intentions were mistaken for a hit-and-run incident. Luckily, their encounter
with the old man was captured on a police surveillance camera that clearly showed the elderly tricycle
driver toppling over on his own, and the KA team coming to his rescue a minute later.
“What we did seemed natural and
I believe other colleagues would
do the same,” Brian says.
The incident has not changed
his desire to help the needy,
although he may be more cautious
in future.
“I’ll de nitely volunteer
my help if the same situation
arises again,” Brian
says.
READY TO HELP: Brian
(second from right) with
his airport colleagues
(from left) Ada Zhang,
Jimmy Wan and Ting Feng
who were all with him
during the encounter.
7

8
Cathay Pacif ic
cares
Cleaning up
HK’s beaches
A stretch of Hong Kong’s coastline is now
much cleaner, thanks to the efforts of the 64
CX volunteers who participated in the annual
International Coastal Cleanup event (ICC) on
Lantau Island on 5 November.
The staff and family members braved the
heat to remove close to 1,000kg of rubbish
from Tong Fuk Beach and Shui Hau Flats.
Waste found included bottles, fl ip fl ops,
plastic bags, fi shing nets and a PC monitor
case.
ICC is a worldwide initiative launched by the
Ocean Conservancy.
Debris collected from around the world is
analysed each year and the information will be
used to educate the public, governments and
businesses.
Manager Purchasing and Lantau resident
Michael Pratt, who has taken part in the ICC
with CX volunteers since 2009, says it was
hugely rewarding to see the difference
they have made on the
beaches.
“Some of the same people
have been coming year after
year – it’s brilliant,” says Michael.
“It’s back-breaking work,
but people won’t turn up
again and again if they don’t get something
out of it.
“Everybody who took part had a good feeling.
This comes from knowing that we have
helped Hong Kong,” he adds.
Data regarding the debris collected by CX
Volunteers will be passed to the Green Council,
the ICC Coor-
dinator in Hong
Kong, which will
then compile
the information
submitted by
all participating
units into a
report.
A regular column highlighting
the airline’s commitment
to the community
Plane spotters rush to get a glimpse of the special-liv
Trading on the fut
The new Boeing 747-8 Freighters have had a smooth entry into service, fl ying around the
region to get various teams acquainted with the new type and causing a fl urry of excitement
amongst plane-spotters in various ports.
One Dash 8 that’s really been getting the shutterbugs drooling is B-LJA, which arrived in
Hong Kong on 16 November resplendent with a new name and a one-off eye-catching livery.
Actually, the name, Hong Kong Trader, is not new at all – it was the moniker attached to CX’s
fi rst Boeing 747 freighter which arrived in 1982 and kick-started the airline’s development into
the world’s biggest international air cargo carrier (see story on opposite page).
The original Hong Kong Trader was not that special to look at – merely dressed in the airline’s
standard livery at that time with the aircraft name painted in rather delicate lettering under
the cockpit window.
By contrast, the new Hong Kong Trader is a bold and brash statement about CX’s cargocarrying
capabilities and the position of its home city as one of the world’s world great trading
centres.
The original idea for a unique livery on the new aircraft came from then Director Cargo
Rupert Hogg, and former Chief Executive Tony Tyler suggested recycling the Hong Kong
Trader name.
Daniel Heung, Marketing Services Manager, who was tasked with developing the livery, says
the aim was to convey the evolution of CX’s cargo business over the past three decades.
“The main colour theme, with a transition from light grey to a darker blue colour, represents
the transition in our business over time,” he says.
Unlike the 1982 version, this time the lettering is bold and in-your-face.
“We wanted something that matches with our cargo business – strong, stable and reliable,”
says Daniel.
“The most striking element of the livery, an etching of the modern Hong Kong skyline, is
recognisable around the world and echoes both the name and purpose of the Hong Kong
Trader aircraft,” he adds.
Painting the aircraft took just over a week, involving teams of 14 Boeing employees working
24-hour shifts – about twice as long as to paint a normal CX livery.
With the help of Teague and Associates, the Boeing team converted a highly detailed
photograph-like image to the intricate Hong Kong skyline and water refl ection painted onto
the aircraft – a task involving a lot of hand-drawn graphic work.
While Hong Kong Trader made a big splash, the fourth Dash 8 arrived quietly on 12 December
– making CX the world’s biggest operator at this time!
The fi rst three arrivals are scheduled to begin ultra-long-haul services to North America
beginning 14 December.
Win
your own
Dash 8
To celebrate the arrival of Cathay Paci c’s rst
Boeing 747-8 freighter as well as the delivery
of the special-livery Hong Kong Trader, CX
World has ve standard 747-8F models and ve
special livery models to give away. The models are 1:400 scale and
made of die-cast metal. metal.
To enter, the lucky draw, please send an email to Sta Sta Sta
Communication Team Group (CCD#SCT) with the subject
line “Freighter” by 31 December and tell us the name of
the tallest building in the skyline featured on the Hong
Kong Trader livery.
model! World has ve standard 747-8F models and ve
EARNING ITS WAY: Director Cargo
Nick Rhodes (right) puts the
fi nishing touches to the livery
before Hong Kong Trader made its fi rst
revenue fl ight from Hong Kong to Narita
and Taipei (above and below).

eried Hong Kong Trader as it enters service
ure – and past
Original Trader paved the way for CX’s
leading cargo role
The rst dedicated freighter in the CX eet, a Boeing 707-320C,
arrived in 1976 and ew around the region for the next six years.
But it was the arrival of the rst Boeing 747 Freighter in
1982 that really marked CX’s beginning as a serious player in
the air cargo world – and the aircraft was given a name, Hong
Kong Trader, to convey the leading role it would play in the
revitalisation of Hong Kong’s foreign trade.
“We decided emphatically that our commitment to air-freight
was a long-term one and that the next step was the choice of a
replacement for the 707F. The logical choice was a 747 freighter,”
said Robert Atkinson, Cargo Sales Manager at the time.
VR-HVY was actually a second-hand purchase, bought from
British Airways when its cargo division was wound up, and
it went through a big overhaul at HAECO to convert it to CX
speci cations.
HK Trader was “christened” in a ceremony at Kai Tak on
30 April 1982 led by Lady YK Kan, with the festivities enriched
by “two lovely Hong Kong ladies lowered from the aircraft in an
AQ6 [unit load device]”.
The aircraft went into service that same night, carrying
more than 100 tonnes to Europe and putting CX on a path to
becoming the world’s biggest international air cargo carrier.
SHOWING THEY CARE: The students being helped by the PCCCI
thanked their sponsors at the Chicago-themed party (above).
Members got into the spirit of the occasion (below).
Chicago bash marks
year of good work
It was Chicago all the way when
the Philippine Cabin Crew Charities
Inc (PCCCI) celebrated turning
one on 4 November.
The party, held at Valle Verde
Six Clubhouse in Manila, had a
Roaring 20s theme with more
than 150 guests dressing up
in the tradition of the Great
Gatsby.
Showing their support by
joining the members for the
event were General Manager
Cabin Crew Liza Ng, Cabin
Crew Line Manager – ISM & SP Kevin Ip and Cabin Crew Manager
Steven Tsang, with Country Manager Philippines Martin Xu also
dropping by.
“It was great to see them there,” says one of the PCCCI organisers,
Infl ight Service Manager Adelaida Padua.
The PCCCI supports fi ve students attending the University of the
Philippines Integrated School (UPIS) and has a similar arrangement
with the University of the Philippines in the Visayas.
“The students are given a monthly stipend to meet their school expenses
and we meet up with them as much as possible as well as monitor
their progress via school reports,” Adelaida says.
“The students also came to the event and it was a great chance for
them to meet the members. They mentioned how touched they were
by the generosity shown to them, which has allowed them continue
their education. I hope it will also inspire them to help others,” she
adds.
In its fi rst year, the PCCCI has also done community outreach in the
form of feeding programmes and Christmas visits in the Philippines.
More events are being planned for 2012 to help fund the projects and
perhaps expand the reach to more students.
“There are 10 core organisers doing the legwork and sending messages
out, and it’s a lot of work to fi t around our schedules,” Adelaida
says. “But it’s worth it.”
Membership has been growing steadily with more than 150 paid-up
members, most of them active or retired cabin crew.
“We also have about 360 fans on the Facebook page,” Adelaida says.
“Some are retired crew in Sydney, Toronto and Vancouver. This network
is wasted if you don’t tap into it and you’d be amazed at the way they
can get organised in their country and help out.”
Search for “PCCCI friends” on Facebook for more information.
9

10
WHAT I DO
Peter
Langslow,
General
Manager
Cargo
Services
What is the main part of
your job?
The job of Cargo Services is to
deliver the world’s highest standards
of safety as well as operational
and service excellence, and
my role in this endeavour is to
direct, support and challenge the
teams in Cargo Services, in Hong
Kong and around the world.
An important part of the job is
to ensure we prepare and adapt
well to the changes we face – new
aircraft types with the Dash-8
freighter, new systems with
the ALPS freighter load control
system, the new Cargo Terminal
opening at HKIA in 2013, the
transformation from paper to
e-freight, and the constant regulatory
changes impacting safety
and security and customs.
What is your training/
background?
A history degree a long time ago!
And 26 years with CX, of which 14
have been in outports, and the
last seven in other service and
operational areas.
What do you like best about
your job?
I like the fact that operational
and service quality is so central to
what we do as an airline; and that
this is as true in cargo as in the
passenger side of the business.
It’s all about people – and we
have a great team at CX.
The fact that the effect of what
we do (for better or worse!) is immediately
apparent in the performance
results we obtain, so the
feedback loop is always there.
And it is never boring!
What is the most challenging
part of your job?
We operate in a vital and complex,
but constrained, part of the
business. The task is always – and
inevitably – to achieve higher
standards, but we do not have
limitless resources.
People who have worked with
me before know that I manage by
asking basic questions.
I try to build for myself a comprehensible
mental model of how
things work and why, and then
challenge the team to consider
new or alternative approaches
that may be worth exploring.
Briefings help outports get PSS-ready
Staff from outports have been taking
advantage of a series of briefings
being conducted by the PSS
team to clarify details of their role
during and after the cutover.
Programme Managers Sonja Nigmann
and Robert Weider have conducted
briefings in Tokyo, Singapore,
Vancouver, London, Colombo,
San Francisco and Sydney. Taiwan,
Korea and Hong Kong-based staff
were briefed in Hong Kong, while
China staff were briefed in Shanghai
and Beijing in Putonghua.
“We had a goal to reach 90% of
the PSS coordinators around the
world, which is over 140 people. We
achieved that goal and at times even
had General and Country Managers
showing up for the briefings wanting
to learn more,” says Robert.
The team is using the briefings to
demystify the PSS coordinator’s role
and to ensure they are feeling comfortable.
“We want the coordinators to fo-
Japan recovery on course
Osaka the star performer as passenger numbers get back on track
Traveller numbers between Hong
Kong and Japan have recovered
since the March earthquake, with
routes back in full service and positive
passenger growth recorded for
the first time since the disaster.
“In November, all our Japan
routes except Tokyo surpassed their
revenue performance of last year,”
says General Manager Sales, Pearl
River Delta & Hong Kong Chitty
Cheung.
“Positive growth for passenger
numbers was recorded for both October
and November,” she adds.
The Osaka route has emerged as
the star performer, with Marketing
& Sales Manager Japan James Evans
saying revenue from the Osaka
route for the year to date is well
above 2010.
cus on getting the staff trained up
and ready and on support during
the cutover, rather than focus on
what is beyond their control,” he
says.
“As we’ve gone around, we’ve
gotten a better idea of what the
real concerns are in the outports
and we have been able to address
them in follow-up presentations
and through the FAQs that are available
on the PSS Coordinators Sharepoint,”
Sonja says.
“So the questions have moved on
from ‘what and when is the cutover?,’
to asking specific questions on how
the systems will work during and
after cutover. Ports have a good
grasp of what their own actions will
be during the process so their bigger
concerns are around the system
support,” she adds.
After the London briefing, Passenger
Services Officer/Airport Trainer
Andrew Franklin said it was good
to have the Europe staff together to
“The disaster had a different impact
across Japan, and Osaka was
relatively less affected than other
cities such as Tokyo,” says James.
“In fact, there were many cases of
companies moving offices temporarily
to Osaka,” he adds.
James says a quick rebound in
Tokyo, which is CX’s biggest market
in Japan, would be important to the
overall market recovery.
“While Economy Class showed
a dip, revenue from the front end
grew from April to September, with
August and September proving to
be particularly strong,” he says.
James attributed Japan’s quick
recovery to a string of promotional
campaigns that helped rebuild demand
for Japan, including the two
CX initiatives – “We Love Japan” and
LEARNING CURVE: Robert and Sonja (front left) answer questions from staff
during the London briefing.
learn from each other see what status
everyone was at.
“It helps us be more prepared as a
team,” he said.
Manager on Duty – Singapore
“Hong Kong Style” – as well as
media familiarisation trips and
Getaway Surprise! packages,
which all helped to stimulate
the demand for travel.
Moving forward, CX will operate
extra sectors to Sapporo and
Osaka over Christmas.
Chitty foresees that Osaka will
continue to lead the race among
Japan routes, and expects Tokyo
to remain relatively weak over the
festive season.
“This year, the most popular
Christmas holiday destinations
for Hong Kong people are Korea,
Taiwan and Southeast Asia,” says
Chitty.
“Some of the Tokyo demand has
been shifted to other regional destinations
over Christmas.”
Jeyanthi V, said: “Overall, the briefing
was very fruitful as the group was
small and more interactive. We also
had the opportunity to exchange
ideas and learn from each other.”
Celebrating a landmark
moment for a great engine
The Cathay Pacific Group is now the world’s biggest operator of the Trent 700
engine produced by Rolls-Royce and, on 14 November, CX took delivery of the
manufacturer’s 1,000th engine.
The airline group currently operates 48 Trent-powered A330-300 aircraft
and has another 19 on firm order. The 1,000th engine will be deployed on the
airline’s A330 fleet of passenger aircraft.
Engineering Director Chris Gibbs joined Rolls-Royce Chief Operating Officer
– Civil Aerospace Eric Schulz and Airbus A330 Chief Engineer Christian Favre
at a special ceremoy for the handover of the 1,000th engine.
Chris (pictured left with Eric) says the product has been a success story for
CX. “The Trent 700-powered Airbus A330 is a world-beating engine-airframe
combination that has achieved success as a result of its excellent commercial
performance and passenger appeal over short- to medium-range missions.
The Trent-powered A330 will go down as one of the most successful aircraft of
all time,” he says.

Airline gets ready for
EU emissions scheme
CX ready for 1 January start despite opposition to the scheme
Departments throughout Cathay
Pacific are getting ready for the
implementation of the European
Union Emissions Trading Scheme
(EU ETS) which starts on 1 January.
From that date, all flights arriving
and landing in the European Union
will be part of the scheme and all
carbon dioxide (CO 2 ) emitted by
airlines will need to be covered by a
carbon credit.
CO 2 emissions are based on the
amount of fuel burned, with CO 2
calculated as 3.15 times more than
fuel.
How does the emissions trading
scheme work?
Emissions from the airline industry
will be capped by 97% in 2012 and
95% in 2013 to 2020 based on the
industry’s average 2004-2006 emissions
in Europe, which is roughly
around 220 million tonnes of CO 2 .
Free allowances known as EU
aviation allowances (EUAAs) will be
given to airlines, which will total
85% of capped emissions in 2012
and 82% in 2013 to 2020.
Free allowances were allocated
based on an airline’s share of the total
tonne kilometres of airlines operating
to the EU.
The rest will be auctioned by EU
states; while in 2013 to 2020, 3% will
be set aside for new airlines operating
into the EU or those considered
as “fastest growing” airlines.
Exemptions will apply to airlines
operating fewer than 234 flights
for nine months, that emit less than
10,000 tonnes of CO 2 each year, or
that are obligated to be part of a
similar emission trading scheme in
their own country.
Airlines that emit more than the
free allowances given to them will
have to buy from the open market.
Only United Nations or EU-approved
carbon credits are allowed
for use.
Why is the industry against the implementation
of the EU ETS?
IATA does not support regional
emission trading schemes, instead
Crew spy retail opportunities
Alongside their formidable sales
skills, the CX and KA teams attending
the annual inflight retail gathering
ISPY 2011 also showcased their singing
and dancing talent.
Every year, cabin crew from different
airlines gather at the Inflight
Salesperson of the Year event (ISPY)
to train and compete with the aim
of creating the best inflight sales culture
possible.
This year’s ISPY was held in Brighton
in the UK from 14-18 November
with 83 cabin crew from 42 airlines
attending, including CX Flight Attendants
Joyce Chen, Peggy Ho and
Raynard Khor.
The participants took part in seminars,
training workshops and met
with suppliers over the four days.
“It was an inspiring and life-chang-
Year 2012 Year 2013-2020
85%
15%
Note: Total EU
Aviation Emissions
Emissions Cap in
2012 (97%)
Free allowance
Auction
Free Allowance
Auctioned Allowances
ing experience,” says Joyce.
The team’s hard work paid off at the
award ceremony on the last night of
the event with Raynard winning the
gold award in the “Sales Generating
PA” category while Peggy received
silver in the “Product Merchandising”
category.
“I have learnt so much about inflight
sales services from this programme
and grown to be a much
better person,” says Raynard.
The three then teamed up with the
Dragonair participants to perform in
the “ISPY’s Got Talents” competition.
The group’s song and dance number
combined a safety demonstration,
a showcase of some inflight
sales products and the new uniform,
all while dancing to Robbie William’s
Feel and Justin Bieber’s Baby. SALE TIME: The CX and KA teams celebrate a successful ISPY.
82%
15%
advocating a global scheme that
takes into account the global operating
nature of the industry.
The industry also believes the EU
has no jurisdiction on flights outside
EU borders; that ETS is inconsistent
with the provisions of the Chicago
Convention; and money collected
from auctioning does not have to be
allocated to environmental projects.
How has Cathay Pacific prepared
for the 1 January start?
Head of Environmental Affairs Mark
Emissions Cap in
2013-2020 (95%)
Free allowance
Auction
3% as “special reserve”
Watson says: “Despite our strong
public opposition to the imposition
of the EU ETS to non-EU airlines due
to concerns over competitive distortion
and lack of environmental
benefits which will arise, we have
complied fully with the scheme and
have been working on ensuring
that we are prepared for the onset
of emissions trading.
“We are also committed to working
towards the goal of achieving a
global deal to address international
aviation emissions,” he adds.
11
n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n
Briefs
n Thai appeal raises
HK$1.2 million
A company appeal to help those
affected by the devastating
floods in Thailand raised almost
HK$1.2 million.
A month-long fundraising
appeal was launched on 1
November, with the company
matching every dollar donated
by CX and KA staff – HK$548,011
and HK$51,642 respectively.
All proceeds will go to Hong
Kong Red Cross, which is working
with the Thai Red Cross
Society to assist the relief effort
in Thailand.
2,500
Fan blades have been
replaced on the CX and
KA Trent 700 fleet.
n AA ‘business as usual’
American Airlines remains an
active oneworld member while
it undergoes court-supervised
restructuring.
The group took the step voluntarily
last month to “achieve
a cost and debt structure that
is competitive in the airline
industry so that it can continue
delivering a world-class travel
experience
for customers”.
The US
carrier’s
membership
of the
alliance continues unaffected,
with its normal flight schedules
operating, tickets and reservations
honoured as usual, and the
AAdvantage frequent flyer programme
continuing as before.
More information at www.
aa.com/restructuring
n New Pedal Kart dates
announced
The Pedal Kart Grand Prix is now
taking place on 11-12 February
at Victoria Park in Hong Kong.
Those interested in participating
either as pedallers or helpers
can contact Ivan Li (ENGITL) or
Katie Man (ENGKYM).
n Inflight sales record
Inflight sales reached a peak
in October with year-on-year
growth of 7.1% to set a new
monthly record.
For the first 10 months of
the year, sales climbed by 17%
compared to the same period
last year.
“Our success would not have
been possible without the support
of the entire cabin crew
community,” says Aldric Chau,
Assistant Manager Inflight Sales
Operations.
n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n
n n n n n n n n n n n n n n n n n n n n n n n n n n n n n n

Haneda team marks a
year in business
The Haneda Airport team held a party on 29
October to celebrate the rst year of operation.
The event included gifts to sta from the ground
service partner to recognise their help over the past
year.
On the lighter side, the
group took part in an arm
wrestling tournament
and performed an
entertaining group
Maru Maru Mori Mori
dance.
Anniversary celebrations
spread excitement
Wednesday, 26 October was a great moment for the Amsterdam
team when they marked the route’s 25th anniversary by
greeting passengers with a colourful balloon arch at Schiphol
Airport and a gift of a wooden tulip and small birthday cakes
with the 25th anniversary logo.
The check-in desks were decorated with balloons, rosettes
and special banners saying “Serving Amsterdam for 25 years”.
The team held their own party on 24 November with industry
partners, clients and Marco Polo Club members joining them.
Director Sales & Marketing Rupert Hogg flew over to join the
event and was joined on stage by top tier MPO member Peter
Marx, who talked about his experiences flying with CX since
1980.
Photo fun with Facebook contest
Fans of the CX Australia Facebook page were given a chance to win a trip
to see the Hong Kong Sevens 2012 including airfares, accommodation and
event tickets.
The “Capture the Fun” competition which ran until 6 December, asked
fans to submit photos showing them having fun with friends through
Facebook, and the seven entries that receive the most votes, plus three
judges’ selections, will make up the shortlist.
On the judging panel is ex-Australian rugby team captain George
Gregan, General Manager Southwest Pacific Dane Cheng and Hong Kong
Tourism Board Regional Director Australia, New Zealand and South Pacific
Andrew Clark.
Marketing Communications Manager Australia Richiko Olrichs says the
contest has seen the Facebook fan base grow from 8,960 to 13,470 with
more than 260 entries received.
Read all about it
The Taipei team took part in
a donation drive to help collect
books for the Ping Tong Indigenous
Association of Culture and
Education who will distribute
them to the needy.
The event was promoted on CX
social media channels in Taiwan
and Facebook fans responded by
donating 176 books out of the more
than 1,400 which were eventually
collected.
Growing the South Asia team
The India, Nepal and Bangladesh Passenger and Cargo Sales and
Marketing Conference 2011 was held in the garden city of Bengaluru
in October.
Director Sales & Marketing Rupert Hogg, Director Cargo Nick Rhodes
and Dragonair CEO Patrick Yeung joined General Manager South Asia,
Middle East & Africa Tom Wright for the event.
CEO CAPA India Kapil Kaul provided the team
with an insightful talk on the direction of
the Indian aviation industry before the
Cargo and Passenger teams split up to
discuss strategies and plans for 2012.
At night, the teams put on regional
performances, impressing the judges with
their talent, creativity and ingenuity.
TAIWAN INDIA
AUSTRALIA
NETHERLANDS
JAPAN
World traveller
For Sabrina Wei, travelling
has been a dream that
turned into reality since
she joined Cathay Pacifi
c as a Los Angelesbased
cabin crew in
2008.
Sabrina is originally
from Taiwan and
has lived in Los
Angeles for
years.
She has
been to so
many places
that it takes
her a while
to list them
all: Turkey,
Kenya, United
PORT PEOPLE
TRAVEL HOUND: The world is Sabrina’s
oyster.
Arab Emirates, Indonesia, Czech Republic, Hungary, Austria,
France, UK, Greece, Spain, Portugal, Italy, Switzerland, Dominican
Republic, Mexico, Thailand, Korea, Malaysia, China,
Cambodia and Guam.
“I cannot settle in one place. I reckon travelling is in my
blood. I like immersing myself in diff erent cultures – talking
to locals about their daily lives and environment,” Sabrina
says.
“Last year, I went to Kenya which is best to visit as part of
a group tour as backpacking is not recommended. Kenya’s
economy is booming and more stable political-wise compared
to neighbour countries like Tanzania, Congo, and
Ethiopia,” she adds.
Her favourite city is Paris. “Paris is so romantic. When you
hear the French speak, it is so exotic and enchanting,” she
says.
Sabrina highly recommends dining at the top of Eiff el
Tower with its amazing view of the Seine River and the Parisian
city lights.
Sabrina is planning to visit South America next – “I would
love to go to Brazil and see its annual carnival”.
Birthday surprise for
loyal member
Marco Polo Club Gold
member Mr Domanski
received a delightful surprise
when he checked
in at Kuala Lumpur
International Airport
on 21 November for
his fl ight on CX724 to
Hong Kong.
Airport Services Supervisor
Lillian Lim arranged for a small personalised cake
to be presented to him and the team sang Happy Birthday
as he blew out the candle.
■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■

14
Laying down foundations
in Yunnan
A group of staff spent the Chinese National Day holiday in Ning’er county in Yunnan
as volunteers with Habitat for Humanity to help rebuild homes for local villagers.
From 3-8 October, Peonie Lo (MKT), Aldric Chau (ISD), Henry Ng (ISD), Quincy
Yip (KA) and Louis Li (IAF), helped demolish buildings made unstable by the
earthquake, laid the foundations for new homes, learned how to mix cement and
moved bricks around the work site.
This was the fi rst time for all of them to be involved in a Habitat with Humanity
project and Henry says it was a friend’s positive experience that encouraged him
to join.
“I have always wanted to go on a charity trip to do something meaningful, and
I was also encouraged after reading the stories in a book written by some of the
CX volunteers,” he says. “After hearing about a friend’s experience with Habitat in
Sichuan I was interested in joining the next project they were organising.”
“It’s a rare opportunity to contribute a little back to society,” Quincy adds.
It wasn’t all fun and games, with the group throwing themselves wholeheartedly
into the project.
“Originally the bricks we had to move were stacked next to a site where workers
were digging a deep foundation, and they were about to collapse,” Peonie
says.
“We spent the day transferring the bricks one by one and it reminded me of
the little things we do day by day which may seem insignifi cant, but are often
the most important.”
The volunteers also had a chance to see the impact they were having on the
villagers’ lives.
“I remember the happy face of a granny when she received a Polaroid photo
showing the smiling faces of the kids,” Henry says.
“We also had a celebrity travelling with us – Hong Kong singer and Habitat
ambassador William Chan!” Peonie adds. HELPING OUT: The CX group, and a friend, got their hands dirty at the work site.
Golden time for sports teams
CX‘s sportsmen and women have had a successful time lately
with the darts, running and tai chi teams winning in competitions,
while CX participants also did well in the annual Oxfam
Trailwalker event.
On 6 November the CX Darts Team won the Inter-Hong Darts
Tournament against seven other teams. CX’s Ng Tat-sing had
the Highest Finish with 113 points while Andy Lau and Wilson
Lyn tied for fastest game.
On the same day, CX ladies and men’s teams took part in the
Inter-Hong Long Distance Run at Tai Mai Tuk against 14 other
teams. For the second successive year, the ladies team of
Andrea Wilkerson, Iza Lorenzo, Clara Ng, Mallette De La Riva,
Crystal Tse and Sally Wong took fi rst place.
On 22-23 October the Tai Chi Club took part in the 2011
Hong Kong Tai Chi Open Competition in Kowloon Park and
won several group and individual awards including top
place in the Group Event – Posture 24 (Ladies) and 14 gold
medals and two silver medals in the individual Traditional
Tai Chi Event. This won the team the Supreme Award Cup
for achieving the highest score in the traditional tai chi.
This year’s Oxfam Trailwalker was on the weekend of 19 November
with four Asia Miles corporate teams participating in
the competition.
In its 30th year, more than 3,300 people took part in the
event.
All the teams battled adverse weather along the 100km trail,
demonstrating team spirit and determination, with most of the
CX staff fi nishing the event.
GOOD SPORTS: (Clockwise from left) the
running teams; the tai chi competitors;
one of the Asia Miles-sponsored
Trailwalker teams; and the triumphant
darts team.
New Joiners
Bernie Lo, Business Analyst, IMT
Prior to joining CX, Bernie worked in logistics
for almost 10 years, where he accumulated
experience in supply chain operation
and system implementation.
“CX is such a big and healthy family,” says
Bernie. “Everyone has their own expertise
and supports each other whenever necessary.”
Bernie describes himself as an energetic person who enjoys
outdoor activities such as hiking, rock climbing, cycling and
marathon running. “But my favourite hobby is travelling, which is
perhaps one of the reasons that led me to join CX,” he says.
Jennifer Kwong, Assistant
Manager Catering Concept,
Standards & Alignment, ISD
CX World
welcomes all
new staff.
Here are a few
who recently
came on
board...
Jennifer spent six years creating menus
and partaking in meal presentations for
airline customers at LSG Lufthansa Service
HK before joining the CX family.
“Being part of CX has always been my
dream,” says Jennifer. “The company’s
vision of striving to excel in everything it does makes me proud
to be part of it.”
Apart from travelling, she enjoys eating out with her foodloving
friends, which keeps her updated about dining trends.

New dragon boat paddlers
have a bullish time
Securing a place in the Dragon Boat Club Crew World Championships
is hard enough for many teams.
Senior Captain Joel Crawford and his crew, the South Lantau
Paddle Club (nicknamed “Buff aloes”), have managed to achieve that
with a one-year-old team of mostly novice paddlers.
Fifteen team members are CX and KA staff , 11 of whom are fl ying
crew, which means the Buff aloes has to overcome the added diffi -
culty of juggling their training schedules with their rosters.
“Most people in the club had never paddled a dragon boat before
we started last year,” says Joel.
That didn’t stop the Buff aloes from winning trophies, including a
mixed champion trophy at Mui Wo this year and a hard-fought third
place trophy for their ladies’ team at Discovery Bay.
The Buff aloes’ mixed over-40s team came fourth at the Hong
Kong Dragon Boat Championships at Sha Tin in September, making
them eligible to compete in next year’s Dragon Boat Club Crew
World Championships.
The team has veteran coach Jan Volavka, who has steered several
championship teams, to thank for their success.
The Buff aloes are stepping up their fi tness and training regime to
prepare for the big race next year.
“We want to be more than just ‘also-rans,’ but it’s also important
that everyone has a good time,” says Joel.
The Quiz
Our rst prize this month is three nights
in a deluxe room for two with bu bu et
breakfast at the New World Wuhan
Hotel.
The hotel is part of the New World
Centre, which includes the New World
Department Store, located in the heart
of the city’s business district.
The 327-room property includes
two restaurants – The Café for all-day
dining or The Chinese Restaurant
with Cantonese, Wuhan and Sichuan
specialties – and a Poolside Garden recreation area.
This oasis consists of an outdoor tennis court, outdoor
swimming pool and landscaped garden. Guests can also visit
the health club, sauna and steam room for a relaxing time. Go to www.
wuhan.newworldhotels.com for more information.
The second prize winner will receive an overnight
stay with breakfast for two at the Cebu
City Marriott Hotel.
The 301-room hotel is located in the city’s
premier nancial district next door to Ayala
Mall and the Terraces for great shopping and
nightlife.
Guests can sample all-day dining at the
Garden Café; have light snacks and enjoy live
entertainment at the Palm Lounge; and browse
the a la carte menu and refreshing barbecue
dinner bu et at the Pool Bar.
The hotel also houses an outdoor swimming pool, tness centre
and sauna. For more information, visit www.marriott.com
To enter, visit the online quiz entry form on the CX World site.
The deadline is noon on Friday, 6 January.
WET WET ‘N’ ‘N’ WILD: WILD: Cabin Cabin crew crew had had a a fun fun time time
at Ocean Park during an ISD outing.
VAMPING IT UP: Toronto Airport staff get in
the spirit of Halloween.
STOP PRESS!: Quince Chong met with members of the
Hong Kong Senior Journalists Association at Cathay City.
SEDAN SUCCESS: CX’s rock ’n’ roll themed chair came third in the annual
Sedan Chair Race.
HELLO AND GOODBYE: The
Colombo team said farewell to
Andrew Pattison and welcomed
Edward Coles-Gale as Country
Manager Sri Lanka & Maldives.
FAREWELL: The Toronto team said goodbye to Manager Cargo
Eastern Canada Kam Leung-au with an artistic gift.
HALLOWEEN CAPERS: Ladybugs, a geisha, vampires
and even a protester turned up when the SFO offi ce
celebrated Halloween.
NEW FRIENDS: CSO Mariecris
Tuason’s daughter Athena
chooses chooses toys toys at at CXcitement.
CXcitement.
SOCCER SHARING: CX Ladies Football Team Captain Barbara Lewis and
goalkeeper Dona Luk had a session with the CLP ladies team.

16
The hills are alive
Customer Relations Executive John Lee went
exploring around the Blue Mountains region
in New South Wales
What does Blue Mountain mean to you – a
cup of freshly brewed coff ee? For me, it refers
to a spectacular natural region of New South
Wales.
Situated 110 kilometres west of Sydney, it
takes about two hours by train to reach the
Blue Mountain National Park region.
My visit took me to one of the best ecoparks
within the World Heritage-listed Blue
Mountains – Scenic World.
Originally the Katoomba Coal Mine, the
area was converted into a tourist attraction
featuring the world’s steepest railway, a spectacular
cableway, a glass-fl oored skyway and
a board walkway through an ancient rainforest.
Purchasing the Lyrebird Pass is the most
cost-eff ective way to enjoy each of the three
scenic rides in addition to having unlimited
hop-on, hop-off privileges on the Blue Moun-
tain Explorer bus service throughout the day.
One of the loveliest sights in the Blue Mountains
is the Three Sisters, and the best viewing
spot for this rock formation is Echo Point.
The more adventurous can pay the “sisters”
a direct visit via the giant stairway, which is
breathtakingly steep but connects to a steel
bridge leading to the tallest “sister”, Meehni.
The Blue Mountains are also famous for waterfalls
and cascades, with the Leura Cascades
being the easiest to visit.
Experienced hikers should aim for the Bridal
Veil Falls where sheets of water run down
rocky edges like, well, a bridal veil.
Finally, if you are looking for a souvenir
of your visit then head for Leura Mall in the
middle of historic Leura village. The mall has
restaurants, cafes and coff ee shops to relax in
as well as a range of boutiques and antique
shops to browse through.
MOUNTAIN GLORY: The majestic Blue Mountains
(main picture); John stops for a breather on
his way to the bridge to visit the Three Sisters
(above); and (below) the scenic cableway ride
provides amazing views of the national park.
Snap happy
This month’s contribution comes from ICM O cer
Kyle Yuen and was taken at Balanced Rock in
Arches National Park in Utah.
“When you look up to the sky in an urban area
you won’t see a scene like this,” Kyle says.
“Here the night view is amazing and you can
clearly see the Milky Way stretching across the
sky,” he ads.
Yet even in the middle of the Arches National
Park, Kyle says it is possible to see the e ect light
pollution from a nearby town is having on being
able to see the stars clearly.
“People usually cannot see the Milky Way nowadays
because of severe light pollution,” Kyle says.
Travel
bites
■ Viva Las Vegas!
The Ravella Hotel Lake Las
Vegas is o ering 30% o for CX
sta until the end of January.
The Mediterranean-inspired
property has the feel of the Old World
with extensive gardens, upscale shops, dining,
day spa and golf course.
Guests
in the
314-room
property
can choose
from the allday
dining
Medici Café
and Terrace,
or dine al fresco at the Poolside Café and
Terrace, while the Village area o ers a range
of cuisine from fresh seafood and wood- red
pizzas to spicy tacos and savoury tapas.
Go to Travel Desk for more information.
■ Wow moment in Sinulog
The Sinulog Festival in Cebu is held on the
third Sunday of January with a colourful
street parade.
The participants wear brightly coloured
costumes and dance to the rhythm of drums,
trumpets and native gongs in a grand
parade.
The day
before the
parade the
Fluvial Procession
is held at
dawn with a
statue of the
Santo Niño
carried on a
pump boat
from Mandaue
City to Cebu
City, decked
with hundreds
of owers and candles.
In the afternoon, a more solemn procession
takes place along the major streets of
the city, which last for hours due to the large
crowds participating in the event.
More information, at www.sinulog.ph/
■ Shopping spree
As part of Visit Korea Year, the Korea Grand
Sale is being held from 9 January to 29 February,
with shops throughout the country
o ering bargains.
Overseas guests are eligible for additional
special product discounts, free admission
to leading attractions and gifts. Visit www.
koreagrandsale.or.kr
SHOW US YOUR TIPS!
CX World welcomes sta travel tips from
across the network – email us at CCD#SCT
HK$500 for a travel tale!
Every month, CX World invites all CX sta to
tell unusual, interesting or just downright
quirky tales of travel moments around the
world.
Sponsored by In ight Sales, the lucky
sender of the main story
receives HK$500 worth
of in in ight sales products
of their choice from
the ever-changing
collection of over
260 items on o er
(excluding liquor and
cigarettes).
Go shopping at
www.cathaypaci www.cathaypaci c.
com/dutyfree