Aviation businesses eager to offer holistic lifestyle experience

The industry is increasingly focusing on integrating lifestyle propositions such as wellness, dining, and shopping into the travel experience.

The aviation industry has shown significant signs of recovery, particularly in the South Asia, Middle East, and Africa regions. The industry in these regions is on a promising path, driven by strong demand and new offerings to enhance the customer travel experience.

The strong indicators of the industry’s resilience and the pent-up demand for air travel, has encouraged the aviation sector to grow by leaps and bounds. The recovery trajectory has also been robust, with operational levels for airlines increasing. 

“We resumed our flights from Chennai and Colombo to Hong Kong after a 4-hour hiatus. We also launched flights from Riyadh to Hong Kong. And most recently, we announced the resumption of our flights from Hyderabad to Hong Kong starting from 30 March 2025. Come 2025 we are also increasing our frequency from Bengaluru, Chennai, Colombo, Dubai, and Johannesburg to serve the growing travel appetite,” Anand Yedery, Regional Head of Customer Travel and Lifestyle – South Asia Middle East & Africa at Cathay Pacific.

Rising demand for air travel

Customer behaviour and preferences have shifted notably in the post-pandemic era. There is a strong demand for connectivity, with passengers eager to resume and reboot their travel plans. 

The introduction of lifestyle propositions such as wellness, dining, and shopping into the travel experience has also enhanced customer loyalty and engagement from our South African customers. Additionally, the demandfor premium and business travel has seen an uptick, reflecting a shift towards more personalised and high-quality travel experiences.

Enhancing customer engagement

To explain how airlines have been integrating lifestyle propositions such as wellness, dining, and shopping into the travel experience, Yedery offered an example from Cathay Pacific’s strategic moves. 

“The South African travel landscape is constantly evolving, and the introduction of Cathay Holidays is perfectly positioned to meet the expectations of local travellers. From curated selections of hotels, and restaurants to immersive holidays that offer travellers meaningful experiences,” he said. 

Along with premium travel experiences and higher demand for experiential travel, Cathay Pacific has witnessed loyalty rewards programmes that allow customers to earn and spend miles in meaningful ways are also becoming more important among South African travellers. 

In addition, value access to digital tools and more payment portal options. Cathay members who book on Cathay Holidays can also earn Asia Miles, which they can use to redeem flights, hotels, and more for continued elevated travel experiences. 

What’s more, customers will soon be able to pay for their hotels and experiences with miles, cash, or a combination of both with Cathay’s flexible Miles Plus Cash feature on its convenient direct booking platform.

Building strong networks and partnerships

Maintaining a lifelong membership that ignites inspiration in members’ everyday lives, whether they are on the ground or in the air – this mantra is driving more aviation businesses to offer more than the obvious. 

“We bring our members an incredible variety of meaningful experiences, exciting offers and unmissable rewards. Our elevated programme makes it easier for members to earn while they spend and make the most of their rewards. We work with more than 800 premium lifestyle and travel partners to bring our members an ever-expanding list of experiences, dining and lifestyle offers,” Yedery revealed. 

Cathay members earn Status Points to renew or upgrade their membership status – from Green to Silver, Gold and Diamond – and enjoy a range of privileges designed to enhance their travel and lifestyle experience. Members can also earn Asia Miles in the air and on the ground with Cathay partners. These can be redeemed for travel and lifestyle rewards.

Reward programs to boost customer loyalty

It’s no secret that airlines like to reward their most loyal members. Cathay, too, shares this belief. 

Yedery added, “For 25 years, we’ve been providing members with fantastic ways to earn and redeem Asia Miles, allowing one to turn their everyday spending into something even more valuable – unforgettable moments crafted through travel.  We want to make this experience as seamless for our members as possible – which is where the Asia Miles by Cathay app comes in.” 

It’s not just about providing them with another platform to access their Cathay account, but creating a space where members can discover exclusive benefits, rack up miles by looking after their health, and enjoy incredible rewards from global travel and lifestyle partners.

The Cathay app can be used to shop inflight when connected to the Cathay Pacific Wi-Fi network. This is how it goes – Flip through the shopping pages of the Cathay magazine and scan the desired product QR code through the app to make the purchase.  

Lifestyle integration within aviation sector

“At Cathay we continue to build towards our vision of becoming one of the world’s greatest service brands, and committed to building deep, engaging relationships with our customers by offering them curated travel lifestyle products and experiences throughout their lifetime,” Yedery said. 

He added, Cathay represents much more than airline travel. It represents our evolution into a premium travel lifestyle brand consisting of a host of complementary categories – flights, holidays, shopping, dining, wellness and payment. 

Customers across the globe look forward to an array of new and aspirational offerings in holidays, shopping, dining, wellness and payment, providing more opportunities for airlines to engage with their loyal customers on an everyday basis. 

What lies ahead?

The aviation industry is increasingly focusing on integrating lifestyle propositions such as wellness, dining, and shopping into the travel experience. This trend is expected to evolve further, enhancing customer loyalty and engagement in an increasingly competitive market. 

Airlines are likely to expand their network of partners to create a holistic lifestyle experience for their members, offering more meaningful and personalised experiences.

Overall, the future of lifestyle integration in the aviation sector will likely involve a greater emphasis on personalised and high-quality travel experiences, leveraging technology and partnerships to meet evolving consumer expectations. This approach will help airlines maintain a competitive edge and foster stronger customer loyalty.

Written by Shweta Nair

With over 10 years of editorial experience, Shweta has worked with reputed media organisations in India and the GCC region. As the editor of Aviation 360, she aims to bring a global perspective of the aviation industry to the publication. Apart from work, Shweta loves travelling, exploring new cultures and connecting with people from all walks of life.

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