China Eastern Airlines expands global business with major website revamp

China Eastern Airlines is one of the three major airlines in mainland China, serving over 100 million passengers globally per year. As domestic competition has intensified, with many private-owned newcomers entering the market, China Eastern began actively pushing its overseas business. It relied on converting overseas travellers from its Skyteam partners and offline agencies or attracting overseas Chinese travellers through offline channels, including agencies. China Eastern’s 60th anniversary provided an opportunity for it to rebrand itself and provide a better digital experience in the international arena as a strategy to increase sales.