Mandy Ng, CEO HK Express - "Concentrating digital investment on customer-centric initiatives"

At Aviation Festival Asia, Mandy Ng, CEO HK Express joined Brian Sumers for a keynote interview. During the session, the conversation explored the post-pandemic landscape, ticket pricing to reflect value, overhauling the digital experience, rebranding, shifts in consumer behaviour, and more.
One significant focus was HK Express' improved digital experience, enhancing the key principles as a low-cost carrier (LCC) "agility, simplicity, and efficiency." Here, Mandy explained how the in-app search and book journey has been streamlined down to four key steps from six, resulting in a doubled conversion rate. The airline CEO also pointed towards personalisation and a mobile first strategy as already enriching the digital experience for the customer, as well as an area the carrier is set to develop in parallel with the growth of customer insights.
Mandy also discussed the airline's rebranding, pushing to reflect HK Express as "simple, reliable, and fun" in the internal culture not just in external campaigns. Here, Mandy indicated a holistic approach to the rebrand seeking to have the uniqueness of customers mirrored in the individuality of the air crew. One of the ways this is being enacted is through a change in the cabin crew's uniform, affording employees the option to wear trousers or a skirt, trainers or more traditional footwear.
For more on the above and to hear about the LCC's alternative experience with labour shortages, observations on consumer behaviour changes, and more, watch the full 15-minute interview .
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