Gordon Chu, acting head of Digital Innovation at Cathay Pacific, gives insights into digital innovation, how it benefits the airline industry, challenges and tools that airlines can leverage
What are the top digital trends you see having the most significant impact on the airline industry? How do you think airlines can navigate these trends?
Generative AI. It can revolutionise customer service with more personalised and efficient interactions through chatbots and virtual assistants. It also helps with office productivity such as information search, document preparation and checking of contracts or regulations.
Airlines can invest in AI research, experimentation and development, developing perspectives and centres of excellence that combine the technical know-how and industry knowledge. They can collaborate with tech companies, and start with pilot projects to gradually integrate Gen AI solutions into operations.
Another trend is robotics. As autonomous technology advances and becomes more reliable, it’s important for airlines to leverage this technology to augment our operations without compromising the human touch in our service delivery, from lounge operations to robotic cleaning services, thus increasing efficiency and reducing human error.
To integrate robotics into our work, companies can define use cases and get frontline staff involved in innovation workshops. Keep gathering feedback to enable a human-in-the-loop approach, ensuring that robots complement rather than replace human efforts.
It’s also important to train staff to work alongside robots and maintain these systems, which are crucial for successful implementation.
What are some challenges to digital innovation that airlines may face?
It can be difficult to establish a clear mandate for the innovation team, especially in large organisations where roles can overlap. Innovation could mean differently to different people.
Organisations should clearly define the innovation team’s goals, scope, and metrics for success. This ensures alignment and clarity across the organisation.
It can also be challenging to foster a company culture that embraces digital innovation, particularly in traditional industries. In such an environment, the management should actively promote a culture of continuous learning and experimentation. This can be done by supporting and participating in innovation initiatives and providing training to upskill employees.
How do you balance the need for innovation with the operational realities of the airline industry?
We adopt the DFV (Desirability, Feasibility, Viability) framework. Following this ensures that any innovative idea we pursue is not only desirable from a customer perspective but also feasible from a technical standpoint and viable in terms of business impact.
Feasibility is often the critical factor, ensuring that innovations can be realistically integrated into our existing operations without disrupting service quality.
What are some tools or technology that can support airlines’ digital transformation?
At Cathay, we’ve integrated virtual reality into our cabin crew training modules to improve skill acquisition and retention.
We have also implemented advanced remote working tools, redesigned office spaces to support hybrid work models, and revised policies to promote a healthy work-life balance.
What topics will you focus on at Digital Travel APAC 2024?
I will be sharing about demystifying and strategising the use of Generative AI in the airline industry.
Why should people not miss Digital Travel APAC this year?
I anticipate that more airlines have entered the cycle of recovery and reinvestment post-pandemic. As such, industry leaders will be able to share a wealth of new innovations and insights, and the audience will gain valuable knowledge on the latest trends and strategies that are shaping the future of travel.
Hear from Chu and other industry leaders at the upcoming Digital Travel APAC 2024 from August 15 to 24.
TTG Asia is the lead media partner for Digital Travel APAC. Quote “TTG20” at checkout to enjoy a 20% discount off prevailing ticket rates. Tickets can be purchased here.
