Inflight success spurs new Cathay Pacific offer

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The carrier reports strong November sales as it introduces its January to March 2004 catalogue

Cathay Pacific has high hopes for its new inflight retail offer in 2004 after reporting strong sales in November. Revenue was up 30.5% on the same month in 2002 and average passenger spend jumped 11.6%, although turnover remained static year on year.

The January to March 2004 catalogue is a striking departure to the last issue. The offer has been bolstered by the addition of new products, up 5% to 130 in total, and the catalogue features the Raven Fox Awards For Travel-Retail Excellence in Asia/Pacific Best Inflight Retailer of the Year 2003 logo prominently displayed at the top left corner of each page.

Inflight sales manager Anna Cheung told TRW that feedback from the crew had been essential in preparing the catalogue, and their favourite products are displayed on the first page and again in their respective categories. ?Products are featured twice and they are the crew's own selections, with no input from us,? said Cheung.

Exclusives - including a sparkling lipstick by Christian Dior and a new version of the exclusive Emporio Armani watch - dominate the selection, and the carrier has been efficient in weeding out underperfomers, including cameras, Godiva chocolates and Barbie products.

Cheung added that liquor and tobacco remain the best-selling categories onboard, and that region-specific lines also performed well. Royal Salute 20-year-old scotch, exclusive to north Asian routes, outperformed rival global brands last year, she said. ?Suppliers can now see that region-specific doesn't mean restricted sales.?