Cathay and Chooose team up to make SAF participation easier for members
The future of aviation decarbonization is built on collaboration across the ecosystem — between fuel producers, airlines, and their customers. Sustainable aviation fuel (SAF) plays a vital role in reducing lifecycle emissions from flying, but scaling its use requires more than increased supply: it needs systems that make participation in the SAF value chain more actionable, measurable, and engaging.
Together with Cathay we are developing a digital foundation that helps Cathay operate and expand its SAF programs — from customer-facing initiatives like its membership program to future integrations that will connect corporate, cargo, and SAF management systems into a unified experience.
A leader in SAF in Asia, expanding digital capabilities
Cathay has long been a leader in advancing SAF adoption across Asia:
- In 2022, Cathay launched the region's first major corporate SAF program, enabling its corporate and cargo partners to contribute to SAF uptake. The program remains the biggest initiative of its kind in Asia and is among the leading programs globally.
- In 2025, the airline co-invested in oneworld BEV SAF fund as a launch investor alongside other member airlines. Cathay has also announced a co-investment agreement with Airbus for accelerating SAF adoption and production towards 2030 and beyond.
Our collaboration builds on this foundation — supporting Cathay's SAF strategy with digital infrastructure designed to simplify customer participation today while enabling scalable program management for the future.
Starting with membership, growing toward a unified SAF experience
The partnership launched with a membership program intergration, where eligible Cathay members can estimate their flight emissions, choose to contribute toward SAF by purchasing environmental attributes, and earn 1 Asia Mile for every HK$1 contributed.
This first integration showcases how digital experiences can make customer engagement on climate priorities more transparent and rewarding — translating a complex operational topic into accessible customer action.
As the partnership evolves, Cathay plans to apply Chooose technology to expand SAF participation beyond loyalty programs. The group aims to:
- Introduce a customer portal that allows more corporate and cargo customers to contribute toward SAF in their preferred way and level
- Leverage the Chooose platform to streamline SAF inventory management and connect directly with fuel producers and suppliers
These capabilities represent the shared direction of the partnership — building toward a connected, data-driven SAF ecosystem that serves both operational and customer needs.
“Working with Chooose is an exciting step forward as Cathay continues to build momentum behind sustainable aviation fuel (SAF). Their platform allows us to engage our Cathay members in SAF for the first time, and to explore new ways of making participation more accessible and meaningful. We’re also excited to leverage Chooose’s capabilities to streamline our SAF operations as we scale.”
Joseph Beaudin, CEO at Chooose, added, "We’re excited to work with Cathay as they continue to lead Asia Pacific on SAF adoption and customer engagement. This partnership shows how digital tools can help airlines operationalize SAF programs from end-to-end — from managing supply to enabling verified customer participation — while setting the stage for future scalability."
Laying the groundwork for scalable SAF operations
For airlines, connecting the operational side of SAF management with a smooth customer experience is a critical next step in driving adoption.
Through this partnership, Cathay and Chooose are establishing the framework for that connection — pairing digital infrastructure with customer-facing solutions that make support for sustainable fuels tangible, meaningful, and easy to scale.
