Beauty and luxury goods spur Cathay Pacific's 59% sales surge

Dermot Davitt

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The Hong Kong airline records strong growth in key categories following an expansion of its inflight catalogue

Strong sales increases in fragrances and cosmetics, as well as jewellery and watches, helped spur Cathay Pacific inflight sales to a 59% increase in the first 11 months of 2004 compared to the same period in 2003. Sales from January to November were up 21% on 2002, before the impact of SARS hit the carrier.

Cosmetics, with 14% of sales, and fragrances and jewellery, each with 12%, have been the airline's best-selling categories this year. Cathay Pacific inflight sales and amenities manager Katherine Lo said jewellery and watches is the fastest growing product category for the airline.

 ?Our sales performance in October 2004 topped all previous records while the average spend per passenger also hit an all-time high,? she said. ?The good result is down to the big growth in the number of inflight sales items, now at a record 174, coupled with our new initiative that offers Asia Miles with inflight purchases. To celebrate the launch, we are even offering double miles from October to December.?

Cathay Pacific has also created a television advertisement focused on inflight sales, which has been aired in Hong Kong and will soon appear on international channels. Lo said: ?It's part of our campaign to reflect the value our people and services place on the little things. It's an unprecedented move in the industry and the reaction has been great.?