In this episode of the Web3 Marketing Association Podcast, hosts Dave Wallace and Tim Semelin are joined by Edward Bell, General Manager of Brand Insights and Marketing Communications at Cathay Pacific, to discuss how one of Asia’s most iconic airlines is exploring Web3 and the metaverse.

Edward shares how Cathay has built an internal cross-functional task force—spanning marketing, digital experience, IT, legal, and social teams—to explore the opportunities of Web3 in a thoughtful and structured way. Unlike luxury and fashion brands that rush to “be first,” Cathay is taking a more measured approach, focusing on delivering genuine value to customers rather than short-term stunts.

The conversation highlights Cathay’s vision of Web3 as an innovation engine—a lower-risk space where the airline can experiment with new ideas, build community engagement, and inspire curiosity about travel. Edward emphasises that the goal is not to replace real-world travel with virtual experiences, but to complement it—sparking the desire to explore destinations in real life.

They also explore broader themes, from how airlines balance Web2 and Web3 priorities, to the growing role of community in brand building, to the cultural shifts Web3 represents. Edward draws parallels with how David Bowie helped drive social change through music, suggesting that Web3 could be a similar catalyst for innovation and new forms of customer engagement.

For Cathay, success in this space will mean enriching the customer experience, building stronger communities, and using Web3 as a platform for creativity and learning—all while staying true to its premium travel lifestyle brand.