All about our newest way to enjoy inflight entertainment

Streaming platforms are part of our daily lives. Housing everything from movies and series to music and podcasts, they’re intuitive to use, easy to navigate and serve recommendations based on your preferences. So why should it be any different when you sit on board an aircraft?

That’s exactly the question our inflight entertainment team has answered. Using historical viewing and listening data, they’ve created a new inflight experience that allows passengers to navigate the system as seamlessly as they would their favourite streaming platforms on the ground. We’re progressively rolling out this upgraded interface, starting with our Airbus 350 aircraft. On board an upgraded Cathay Pacific plane? Simply tap the screen and begin to discover our entertainment content. 

The project involved a complete overhaul of the flight entertainment system. “We tried to make it simple and straightforward while bringing in new elements,” says Mavis Keung, Customer Experience Manager, Inflight Entertainment and Connectivity Development. Updating a design that people have become accustomed to came with its own obstacles, too: “How do we ensure that passengers will be able to easily adapt to this new design, and be able to self-learn all these new features?”  

User experience was central to the process. Keung and her team ran workshops with Cathay customers, interviewing them about their inflight habits, their expectations during the journey, and how digital touchpoints can enhance the flying experience. After the first designs were complete, the team hosted a panel, showed the demo and watched how participants interacted with the screen. The team used these findings to make further enhancements, and after numerous iterations, our new interface took shape. 

To create an intuitive user experience, Keung and her team incorporated design elements that passengers were already familiar with on streaming platforms. You can swipe your finger left and right to explore the library of movies, TV shows, audio and games – the largest of its kind in Asia Pacific – with bigger images making it easier to flick through quickly. The new dark theme allows for comfortable viewing and less disturbance to fellow passengers when cabin lights are dimmed, such as during overnight international flights.  

Deciding what to watch is easier than it’s ever been. “We have a huge library of amazing content, but it can be challenging for users to find what they want,” says Keung. “The new design helps bring great programmes to users’ attention and is easily navigated.” New features allow you to browse by your interests (such as Marvel, or destination-related content) and soon will include AI-driven recommendations based on your viewing and listening habits.  

Then there’s the map. One of the most popular features of the inflight entertainment system, the interactive flight map has been given a stylish upgrade. Not only is the plane’s path stunningly mapped out in greater detail; your entire inflight experience is, too. “We learned people want to know what’s going to happen next in their journey,” says Keung. Now along the bottom of the screen, a timeline plots out different stages of your flight, including mealtimes, entertainment recommendations such as live-streamed sports events, and more.  

The design is continually evolving, with further enhancements currently in the works. Passengers in our premium cabins will soon be able to adjust their seat position and lighting with a simple tap of the screen, and even save their favourite configuration to use on the next compatible aircraft they board. Meanwhile, a messaging function that allows them to make simple requests to the cabin crew is also under development. 

Enhancements to the design, such as greater personalisation, will be added as the team learns more about passengers’ needs and evolves the platform accordingly, says Keung. “This is just the beginning.”