Looks like it’s a new umbrella brand covering non-flying / lifestyle businesses which CX is trying to launch - to reduce its reliance on flying. “Cathay Pacific” will still be kept as the name of the airline and the brand of the airline, but “Cathay” looks like an umbrella brand covering all businesses - current and yet to be created new businesses, and only be used in markets with lifestyle businesses rolled out. So in short, Cathay Pacific will be one of the brands under Cathay in the Cathay ecosystem.

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From Marketing Interactive:

/// Earlier this month, Cathay Pacific announced its new business model. Under the new plan, Cathay Pacific will become just one of the brands within the Cathay ecosystem.

It's reported that the senior management of the company has likened the plan to that of AirAsia, which offers a wide variety of businesses including food delivery, online groceries as well as health and insurance segments. Previously, the company rolled out an ad that shows multiple lifestyle items via email to its customers. In that email, the company said that it is "always searching for new ways to help you move forward in style – to connect you with people, places and experiences that matter." ///