The WARC Podcast The Effective CMO: Cathay Pacific's Edward Bell
Nov 25, 2025
Edward Bell, General Manager of Brand, Insight and Marketing Communications at Cathay Pacific, shares insights into the evolving landscape of airline marketing. He highlights how emotion influences half of airline choices and the importance of creating meaningful journeys. Bell discusses the impact of AI, emphasizing the need for brands to adopt a more human approach. He also explores the K-shaped economy's effects on consumer behavior and suggests balancing brand love with product-level marketing to enhance customer connections.
AI Snips
Chapters
Transcript
Episode notes
Asia Drives A New Travel Normal
- Asia's travel demand is surging as disposable incomes and curiosity grow across the region.
- Edward Bell says travel has become an essential need, not a rare want, driven by global media and connectivity.
Tech Has Shifted Marketing Down-Funnel
- The marketing-technology relationship now defines major strategy choices and trade-offs.
- Edward Bell warns tech-driven measurability has pulled focus toward short-term, lower-funnel activity at the expense of transformative brand ideas.
Match Product Tier To Trip Involvement
- Position brands to match customer willingness and the nature of travel decisions by route length.
- Edward Bell advises prioritizing premium for medium/long-haul where experience matters, while low-cost suits short-haul transactional trips.