As South Africa observes Transport Month in October, Cathay Pacific said evolving traveller expectations around convenience, personalisation and digital experience are increasingly shaping travel decisions alongside established considerations such as safety, reliability and value.

“As travellers become more digitally connected and experience-driven, their expectations of travel continue to evolve,” said Shanna Docherty, Country Lead South Africa and Regional Head of Trade Sales, Middle East and Africa, at Cathay Pacific. “People want intuitive, seamless journeys tailored to their preferences in real time and with minimal friction. While these expectations are not unique to aviation, they reflect the convenience people now expect in almost every aspect of their lives. Understanding these changing needs is essential for airlines to deliver meaningful travel experiences.”

TRAVEL AS PART OF A LIFESTYLE

Cathay Pacific said travel is increasingly valued for how a journey makes travellers feel rather than simply for reaching a destination, with younger professionals, entrepreneurs, remote workers and leisure travellers folding trips into a broader lifestyle centred on exploration, wellbeing and personal fulfilment. The airline pointed to the rise of “bleisure” travel, in which business trips are extended for leisure, as reflecting this shift.

“Travellers today want experiences that fit seamlessly into their lifestyles,” said Docherty. “Whether they’re travelling for business, leisure or a combination of both, convenience and comfort are increasingly influencing how they choose to travel and where they choose to go.”

TECHNOLOGY IS SIMPLIFYING TRAVEL

Cathay Pacific said technology is a major driver of change across aviation, from booking and check-in to boarding and arrivals, with travellers increasingly expecting streamlined digital tools, self-service check-in, digital boarding passes and real-time updates, alongside airport investment in biometrics and contactless services. Citing IATA’s 2025 Global Passenger Survey, the airline said 78% of travellers would like to use smartphones to manage services such as payments, identity documents, loyalty cards and airport navigation from a single device.

“The most successful innovations are those that strike a good balance between strong cybersecurity measures and making journeys more convenient, transparent and ultimately more enjoyable,” said Docherty.

For airlines such as Cathay Pacific, the carrier said this includes 24/7 digital customer support and biometric e-Boarding Gates at Hong Kong International Airport.

SUSTAINABILITY AND SOUTH AFRICA’S CONNECTIVITY

Cathay Pacific said sustainability is becoming an integral part of how travellers evaluate their journeys, citing its own commitment to achieving net-zero carbon emissions by 2050, scaling its use of sustainable aviation fuel and reducing single-use plastics. The airline also pointed to South Africa’s airline market, projected to reach US$8.66 billion by 2032 at a compound annual growth rate of 3.62%, as underscoring the need for aviation providers to keep meeting traveller expectations while supporting tourism, trade and investment.

“As an industry, we’re constantly evolving to meet new expectations,” said Docherty. “But at its heart, aviation continues to serve a fundamental purpose by bringing people, businesses and destinations closer together.” “By staying focused on what travellers value most, we can continue to strengthen aviation’s role in connecting the world,” she added.