In a bid to keep up with the competition and provide travellers with exceptional in-flight service, Cathay Pacific announced they will trial a new dine-on-demand service.
The new service will be trialled across their business class cabins on selected routes between Hong Kong, London and Chicago. Commencing in May, the Airbus A350 service between Hong Kong and London Gatwick will feature the new service. And in June, the route between Hong Kong and Chicago will offer the service.
Dine-on-demand allows travellers to choose meals from an enhanced menu, to be served at their time of choosing during their flight. If the program is a success, it will be rolled out across more of the airline's international network. Following in the footsteps of other premium carriers such as Etihad and Qatar, the aim is to provide a more luxurious in-flight service for passengers in keeping with today's lifestyle of having everything you could possibly need at your fingertips.
The airline is also rolling out a new feature that will allow passengers to pre-order their meals. The concept is similar to the Book the Cook service provided by leading rival Singapore Airlines in which allows passengers to select their meal prior to their flight from a long list of gourmet dishes. This service could be integrated across all cabin classes, including economy.
The new dining comes on the heels of a decision to upgrade their business class experience across the board, which began in 2016. It also offers the airline the opportunity to gather customer feedback about preferences based on real experiences, all in the name of improvement.