fwiw HB just celebrated their two millionth passenger (a Japanese tourist to HK - so they're attracting people from other markets) and launched charter flights to a destination that doesn't have nonstops from HK (Langkawi). Think they've had a lot of bumps in the road but they seem to be moving steadily, if slowly forward (one step forward, one back many times before two forward?) Considering they launched under challenging circumstances for HK and other LLCs (Jetstar Asia) couldn't launch here before then or survive elsewhere, they seem to be doing..okay for managing to persist at all? The truly puzzling thing to me about them is their inability to launch routes to the mainland; I assumed they had mainland ties and could do this more easily and many even assumed it would be a mainland-focused airline.

HX has gotten some good press in Australia for supplying a cheaper flight option to HK. Think they do have a basic strategy and it's to fly places CX won't consider (they've been in talks with Central Asian countries) or serve as a cheaper long haul option on duplicate routes. I also know people who fly them to Japan/Korea on partnership routes with eg Air Canada to Toronto.