Sort of appropos to "Cathay Dining", over the past few years I've wondered how long before Cathay Pacific drops the 'Pacific' altogether.

The mantra at Cathay City (HQ) is all about "making Cathay one of the world's great service brands" – not the airline per se, and not 'Cathay Pacific', just the parent super-brand of Cathay.

We've already got Cathay Cargo, we've seen the Marco Polo Club rewards program become Cathay, and that program in turn now falls under the broader Cathay lifestyle arm. The new and growing portfolio of credit cards also carries only the Cathay brand and brushwing.

At some stage in the new few years I'd put money on 'Cathay Pacific' being rebranded as 'Cathay' to complete the journey.