Hong Kong-based international airline Cathay Pacific has announced the firm would expand its relationship with Salesforce, by deploying Salesforce Marketing Cloud to accelerate digital transformation, generate new revenue streams and improve customer experiences with personalised engagements.

Cathay Pacific said its digital transformation is led by a vision that recognises and caters to the evolving needs of its customers to increase its competitiveness in the airline industry, in a statement released yesterday.

With the addition of Salesforce Marketing Cloud, Cathay Pacific said it would focus on three key areas: acquiring new customers, personalising all touch-points along the traveller’s journey and getting a complete 360-degree view of the members of its Marco Polo loyalty programme.

The airline first engaged Salesforce for its digital overhaul as a Sales Cloud and Service Cloud customer in 2014. With the newly adopted Marketing Cloud solution, the airline aims to unify sales, service and marketing, and deliver connected, personalised customer experiences across all channels, including email, social, and digital advertising.

Commenting on the airline’s expanded relationship with Salesforce, Cathay Pacific’s chief customer and commercial officer, Paul Loo said: “By adding Marketing Cloud, we enrich the understanding of our customers through enhanced engagement across channels and devices.”

“The airline and travel industry is being disrupted, and we need to be ready for the customer of the future — the digital natives and those with a digitally-savvy mindset and accompanying expectations,” Loo added.

Salesforce general manager and executive vice president for APAC, Mark Innes said the tech firm looks forward to scaling Cathy Pacific to new heights with the airline’s adoption of Marketing Cloud.

“Customers today expect seamless and hyper-personalised experiences and their expectations are higher than ever. To stay competitive, airlines need to be able to leverage technology to meet and exceed these expectations,” Innes said.

Salesforces’ expanded relationship with Cathay Pacific represents another big win in the travel industry for the global tech firm. In April this year, Marriott International partnered with Salesforce to launch its global customer recognition platform unifying Marriott’s global guest services across 30 brands and 6,500 properties worldwide, to provide a connected guest experience and personalisation at scale across all customer touchpoints.

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