Cathay Pacific is now rolling out an eagerly-anticipated upgrade to its long-range first class and business class services. That anticipation comes not due to any perceived failings in the Oneworld airline's current premium cabins, but purely because these changes have been hinted at, rumoured and talked up for so long, that to have them finally revealed means we can share the details.
And for this 'soft product' refresh, it's all about the details – the little touches. Some of these are part of recent improvements such as Cathay's business class sleep service: a snooze-centric combo of mattress topper, slippers, pillow and duvet.
Others focus on the first class experience, which survives across much of Cathay Pacific's flagship Boeing 777-300ER fleet.
A centrepiece of this a new collaboration with luxury UK lifestyle brand Bamford for the supply of amenities – ousting current skincare partner Aesop – and bedding and related accessories.
"We are incredibly excited to be unveiling many wonderful enhancements in our First and Business Class cabins, and to have Bamford, a renowned leader in sustainable luxury, as the cornerstone of our premium inflight experience," says Vivian Lo, Cathay Pacific's General Manager for Customer Experience and Design.
"These enrichments to the products and service in our premium cabins are a resounding expression of that commitment and of our belief that every journey is our customers' most important one. All of these enhancements have been made with our customers in mind by listening to their feedback and ultimately giving them more reasons to fly with us.”
Finessing first class
Once first class passengers settle into their seat, there will be what Lo calls a "a new service moment" with a welcome reception tray sporting a personalised welcome note, a hot towel and a glass of sparkling JING jasmine silver needle tea.
A revised menu brings wellness to the fore, with lighter options for the main and breakfast meals plus healthy alternatives such as superfood bowls and lighter protein side dishes, while JING teas and cold-pressed Bless juices featuring metabolism-stimulating ingredients are offered before and after breakfast to help passengers wake up refreshed.
The dining service has been updated to a new suite of contemporary tableware from renowned brands across the globe, including chinaware from Noritake, cutlery from Robert Welch and full-size wine glasses from Riedel.
Bamford's contributions are the male and female amenity kits with natural skincare products "presented in glass bottles" (and also available in the washrooms), a cosy 600-thread-count sustainably sourced cotton mattress and duvet and a soft full-size pillow, while the brand’s popular Botanic Pillow Mist is added to the turndown service.
Bamford in business class
The business class sleep service sees a new range of bedding developed by Bamford: a soft mattress topper, a two-piece duvet made from 100% sustainably-sourced cotton, and comfy slippers (still no pyjamas, though).
The larger, plusher night pillow is enveloped in a 400-thread-count pillowcase, and complements the day blanket and pillow.
Bamford's new unisex business class amenity kits will begin appearing on flights from 1 December, issued in four colours that will rotate throughout the year.