Tom Owen
Director People, Cathay Pacific Airways



Tom Owen took up the position of Director People in Cathay Pacific in August 2015. He is responsible for all people and human resources issues in the airline.

His previous role, from August 2012, was Senior Vice President Americas, responsible for overseeing the Cathay Pacific Group’s business and operations in the United States, Canada and other points in the Americas.

Mr Owen joined the Swire group in 1995 and was seconded to Cathay Pacific. He worked in a number of positions within the airline including Assistant Marketing Manager; Marketing Manager Korea; Vice President Canada; Country Manager India, Nepal & Bangladesh; Manager Revenue Europe, SW Pacific, India & Middle East; and Manager Sales & Distribution.

In 2008 he became General Manager Revenue Management for the airline, responsible for managing the Group’s passenger revenues. From 2010 to 2012 he worked for the Swire group’s Steamships Trading Company Ltd in Papua New Guinea as Chief Operating Officer Logistics.

Born in the United Kingdom in 1969, Mr Owen studied at Abingdon School and Cambridge University, graduating with a BA Hons in Geography before joining the British Army’s 10th Gurkha Rifles where he spent five years. He is married with two girls.


People – Powering the Brand. Aligning Brand and HR

Cathay Pacific and Dragon Air, anchored by our shared brand promise, Life Well Travelled, are relentlessly focused on becoming customer centric, digitally enabled and brand-led airlines.  In simple terms – this means creating consistent, premium travel experiences for 75,000 customers globally each and every day.  Our collective business challenge is to ensure our 27,000 People are advocates for our brand promise – and align their actions and behaviours accordingly. We know that our brand promise will only be executed consistently if we provide the right opportunities, experiences and rewards for our people.  In this presentation I will share our progress positioning Life Well Travelled at the heart of all that we do, both from a business perspective and in our plans for re-shaping a revitalised employee experience.

Topics of focus include:

  • The Cathay Pacific brand promise, Life Well Travelled
  • The relationship between our brand promise and our people, and why this is fundamental to sustain our success
  • How we’re building internal commitment and advocacy behind our brand promise
  • Our plans for aligning our employee experience
  • Success measures (Customer, financial, people)
  • Early results