Controversy over free ‘nowhere’ flight in Hong Kong for influencers amid looming Cathay Pacific job cuts, environmental backlash

The airline has not said whether it plans to turn a profit on the 90-minute jaunts, with one analyst calling them a publicity stunt

One insider within the airline’s parent company also questions the rationale: ‘What gain can you make from operating these nowhere flights?’

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HK Express planes grounded at the Hong Kong International Airport in March. Photo: Robert Ng

Published: 3:56pm, 14 Oct 2020Updated: 11:20pm, 14 Oct 2020

A “flight to nowhere” for lifestyle bloggers and influencers arranged free of charge by the low-cost sister airline of Cathay Pacific has drawn criticism amid looming job cuts at Hong Kong’s flag carrier and growing environmental unease over the global trend for the aerial jaunts.

HK Express said Thursday’s preview flight would allow key drivers of public opinion to experience the joy of flying again – following months of pandemic-related restrictions largely grounding services – before the opportunity was extended to the general public.

The budget airline revealed last week it was offering three 90-minute “nowhere” commercial flights in early November. All 360 tickets put on sale last Friday were sold out in 90 minutes.

HK Express is the latest in a string of airlines operating services departing from and arriving at the same city, offering in-flight sightseeing opportunities.

The new bid to generate extra revenue comes as global airlines continue to suffer from the impact of the coronavirus pandemic, which has drastically cut the number of travellers going abroad.

Empty HK Express check-in counters at the Hong Kong International Airport in March. Photo: Sam Tsang