Cup noodles and HK$1 fares: How HK Express is redefining low-cost travel in Asia

Hong Kong’s low-cost carrier (LCC) HK Express' recent announcement of new routes to destinations such as Yiwu in mainland China, Hiroshima and Ishigaki in Japan has signified its rapid growth in recent years, along with an expansion of its fleet and increased frequency.

These additions expand its network to 37 destinations in Asia, targeting the leisure travel market and reflecting a 48% increase since 2019.

Given the swift expansion of the airline, marketing plays a key and challenging role, as the team needs to quickly identify strategies to fill the routes and increase traffic by utilising its own resources, social media, and external partners to boost demand in a short timeframe, said Mingjun Lu (pictured), general manager of marketing and ancillary, HK Express, during an interview with MARKETING-INTERACTIVE.

Customers' behaviour today is fragmented, with a greater demand for flexibility, according to Lu. He added: 

While they previously focused on what to see, they now prioritise what to do.

In fact, 65% of Hong Kong travellers have chosen their destination based on their desire to acquire specific items not available at home, according to an Expedia survey. Popular Goods Getaway experiences include coffee tours in Costa Rica, tea tastings in China, and matcha experiences in Japan.

Meanwhile, passengers on HK Express's new routes may not need comprehensive service; rather, they often favour a point-to-point journey experience, according to Lu.

Boosting marketing demand through partnerships 

While HK Express has optimised the flight booking process through its website, app, and WeChat mini programme, the airline has also leveraged partnerships in the post-flight phase to attract new customers and enhance the overall customer experience.

For example, HK Express has partnered with local mixian brand TamJai SamGor to launch the “Nissin X TamJai SamGor Mala Soup Flavour Instant Noodles” earlier this year, allowing passengers to enjoy TamJai noodles during the flight.

Apart from driving business, HK Express, as a Hong Kong-based airline, has a mission to promote the city as a world-class destination through various narratives, according to Lu. With food culture being a key element that attracts overseas visitors, TamJai SamGor’s popularity in the food and beverage sector effectively represents Hong Kong’s dining culture and its growing recognition in international markets following its expansion into Japan and Australia, he added. 

Leveraging TamJai SamGor’s influence overseas can drive traffic and convert its customers into ours.

While this partnership provides a unique in-air food and beverage experience for the first time, it has also received positive feedback from both customers and cabin crew regarding its return on investment (ROI). In terms of sales and conversion, over 17,000 cup noodles were sold in the first month of the partnership, according to Lu. 

The partnership has also broadened its scope from travel key opinion leaders (KOLs) and media to encompass lifestyle and F&B sectors. “In the past, we shared various stories with travel enthusiasts. This time, we are focusing on those who love food and trying new dishes by examining their travel needs. Through this collaboration, we connect with these foodies and tell a unique story: how to explore different cuisines during the flight,” Lu said.

In addition to the newly ventured dining scene, HK Express has partnered with various sectors to address changing consumer behaviors. Noticing a growing demand for unique experiences, it collaborated with Klook in October last year to create a dedicated web page featuring travel deals such as attraction tickets and accommodations. This ensures that guests can book different experiences for the same destinations they have visited, according to Lu.

Last year, HK Express partnered with AXA Hong Kong and Macau to address the evolving needs of travelers post-pandemic. This collaboration enhances the travel insurance experience by offering tailored protection for mass travellers, including remote consultation services, allowing them to travel on their own terms.

Leveraging social media for rapid market response

To boost its marketing strategy and spending efficiency, HK Express as a LCC is also leveraging social media for rapid-turnaround campaigns that quickly respond to market demands. This approach involves agile execution and close collaboration among sales, revenue management, branding, public relations (PR), and international teams, said Lu.

For example, while many Hongkongers were concerned about the performance of local athletes at the Paris Olympics last year, the brand was already planning how to celebrate the event with everyone. Following fencing athlete Edgar Cheung's gold medal win, HK Express quickly announced a promotion offering tickets to Taiwan for just HK$1.

We have leveraged our advantages, such as low fares, by launching the HK$1 flight ticket promotion campaign. We immediately gained attention without incurring advertising costs, relying solely on social media and PR efforts to spread the word.

Another social tool that allows HK Express to react quickly to market trends is the emerging platform Threads, according to Lu. The airline acts as a social media editor, monitoring various mega events to create travel stories and stimulate demand. Lu cited the recent birthday celebration of popular Thai-Hong Kong actress Sirilak Kwong (鄺玲玲) as an example, where her fans organised an out-of-home display in Mongkok. The social media editor posted a photo on Threads, which received over 1,000 likes.

“Threads allows us to communicate easily with our audience through hot topics in town and achieve a higher engagement rate compared to other social media platforms. We share travel content that resonates with young audiences and is easy to share, which may not perform as well on other platforms,” he said.

Apart from its own social channels, user-generated content (UGC) also plays a huge role as part of HK Express' marketing mix. Most recently, the airline launched an ongoing programme called “旅遊星探” in China, which sponsors Chinese KOLs with HK Express flight tickets. These influencers are invited to share their travel and in-flight stories, highlighting the benefits of visiting those destinations and flying with HK Express. This approach allows people to share their experiences in authentic terms, said Lu. He added: 

In the realm of social media, everyone values authentic user experiences. We focus on how to leverage our limited resources to generate content that can be shared with users.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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