Cathay Modernises Its Loyalty Platform With Comarch

Cathay, the premium travel lifestyle brand that operates Cathay Pacific, joins forces with Comarch to relaunch its loyalty program. The companies have officially signed a deal confirming their cooperation and Cathay's access to the Comarch Loyalty Marketing Platform.

In the Spring of 2024, Cathay and Comarch’s representatives took part in a meeting to make their new partnership official. The contract signing ceremony was held in Hong Kong's Cathay City and attended by Wojciech Pawluś (Vice President International Sales at Comarch), Lawrence Fong (Director IT & Digital at Cathay), and Paul Smitton (Director Customer Lifestyle at Cathay).

Today, Cathay will join the ranks of many global companies using Comarch's loyalty software to power and boost its loyalty initiative, the Cathay Program. The program, previously known as Marco Polo Club and Asia Miles, has been a part of the travel lifestyle brand’s marketing strategy since 1999.

Now, with over 3.5 million active members, it's being reimagined to better accommodate the needs of modern passengers. By joining forces with Comarch, Cathay strives to combine the best of what travel and lifestyle have to offer, as well as achieve its goal of "becoming one of the world's greatest service brands".

The company has chosen the Comarch Loyalty Marketing Platform – a robust, AI-powered software designed to create, run, and manage loyalty programs due to its functionality, scalability, and time-to-market capabilities. With Comarch’s loyalty solutions, responsible for fueling loyalty for JetBlue Airways, Heathrow Airport, and Azul Airlines, Cathay hopes to expand its program to 15 million members by end of 2034.

"We’re very excited to collaborate with Comarch on our loyalty program. Given their major experience in the loyalty travel sphere and the industry-dedicated set of features from their Loyalty Marketing Platform, we believe we can meet the demands of modern travelers and strengthen our position as one of the top carriers in the Asian market".

"Our partnership with Comarch is a crucial step towards our vision of becoming one of the world’s greatest service brands by placing our customers at the heart of everything we do. By enhancing our customers’ experience and modernizing our loyalty infrastructure, we are set to achieve this goal. Comarch’s solution allows us to adopt the latest features quickly, improve our time to market, and provide a real-time 360-degree view of our customers for better service and personalized offers. We look forward to a strong partnership with Comarch, making a meaningful difference for both our colleagues and customers".

Cathay

Cathay is a premium travel lifestyle brand that brings together all that we love about travel with everyday lifestyle. The range of products and services includes flights, holidays, shopping, dining, wellness and payment. All its travel lifestyle offerings are designed to bring customers exciting offers, rewards, and experiences with hand-picked partners. Flights are provided by Hong Kong's home carrier Cathay Pacific, a premium full-service airline and a founding member of the oneworld global alliance. Cathay also includes the Group's cargo division Cathay Cargo, and low-cost carrier HK Express. It is a member of the Swire Group and are listed on the Hong Kong Stock Exchange (HKSE) as a public company. For more than seven decades, Cathay Pacific has been connecting its home city of Hong Kong to the world. Now they are bringing that connection to more of our customers' lives. The new era of Cathay elevates their every bite, tap, step, stay and flight to greater heights. www.cathay.com.

"The loyalty travel landscape can be hard to navigate – that’s why we created a tool to help travel companies tread the difficult waters. We look forward to using it to support Cathay Pacific in expanding its airline loyalty program and delivering even better traveling experience to millions of passengers worldwide"

Comarch

Founded in 1993 in Kraków, Poland, Comarch is one of the biggest IT companies in Europe, carrying out projects for the leading Polish and global brands in the most important sectors of the economy, such as telecommunications, finance, banking, insurance, services, and public administration. Tens of thousands of well-known brands in over 100 countries on 6 continents have used Comarch services, including Allianz, Auchan, BNP Paribas Fortis, BP, Carrefour, Heathrow Airport, Heineken, ING, LG U+, Orange, Telefónica, T-Mobile, and Vodafone. Comarch ranks high in the league tables prepared by IT analysts, including Gartner, Truffle 100, TOP 200 “Computerworld,” IDC., the Polish Academy of Sciences, and the EU Industrial R&D Investment Scoreboard. Every year, Comarch invests 15% of its revenues in innovative products. In 2023, the expenditures on R&D amounted to EUR 85 million. Presently, the Company employs more than 6400 experts in over 80 offices in more than 30 countries, from Australia and Japan to the Middle East, Europe, and both Americas.