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Off to The London Palladium? You can use the new free Cathay lounge

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Cathay, the Hong Kong-based leisure group which includes oneworld airline Cathay Pacific, has unveiled an interesting partnership with West End theatre group LW Theatres.

The most relevant part for HfP readers is the launch of the Cathay Lounge at The London Palladium.

This intimate space, seating just 8-10 people, will be available before and during every performance at the theatre, and you can book yourself in for free.

You can find out more on the Cathay website here.

Cathay lounge at London Palladium

What will the new Cathay / LW Theatres partnership offer?

In what is described as ‘one of the most significant investments in West End history’ (ie it wasn’t cheap), Cathay will get a promotional presence at all six LW Theatres venues in Central London. These include His Majesty’s Theatre, Theatre Royal Drury Lane and the Gillian Lynne Theatre.

Cathay members will soon be able to redeem Asia Miles via the Cathay website for show tickets as well as exclusive packages such as backstage tours and ‘meet the cast’ dinners.

As Asia Miles is a 1:1 transfer partner with American Express Membership Rewards in the UK, we will flag up interesting packages as they go live to allow you to redeem.

Use the Cathay Lounge at The London Palladium

This is very interesting. Cathay has taken over a small room inside the theatre for a dedicated Cathay Lounge.

Cathay lounge London Palladium

The London Palladium is a good choice for this because, unlike most London theatres, it does not dedicate itself to month-long (or often years-long) bookings for the same show. It is mainly used for short runs, often one night events, which means that Cathay can appeal to a far broader audience.

I was there on Thursday night for the opening and it is very smart – a vast improvement on spending pre-show and interval time in the crowded bars.

There are no free drinks in the lounge, but there will be a dedicated waiter who will bring you whatever you want from the theatre bars. Nibbles will be provided.

ANYONE can book seats in this space if they are a Cathay member. You do NOT need to have any Asia Miles in your account – in fact you don’t need any activity on the account at all. Simply sign up at the Cathay website and you’re in.

If you have tickets for an upcoming event at The London Palladium you can give it a go now. As long as you booked directly via the LW Theatres website, you can go to https://booking.lwtheatres.co.uk/order/manage and you should see an option to reserve seats in the Cathay Lounge.

All you need to do is add your Cathay membership number and your place is guaranteed.

Let us know if you try it out in the coming weeks. We will keep an eye on upcoming events at LW Theatres which can be redeemed for Asia Miles.

You can find out more on this special page of the Cathay website.

Comments (28)

This article is closed to new comments. Feel free to ask your question in the HfP forums.

  • TimM says:

    Great idea – so I can’t see it lasting.

    I saw Frank Spencer as ‘Barnum’ at the Palladium and that had quite a long run. A while ago I know so I imagine much has changed.

  • N says:

    Smart.

  • Roger that says:

    … Michael Crawford a.k.a. Frank Spencer a.k.a Barnum?

    And Ken Dodd had what amounted to a lengthy residency – 42 weeks! – at the Palladium, ‘lengthy’ also famously applying to each performance. But Rob’s description is still valid as of today.

    Interesting offer. I wonder how many patrons book direct with LW.

    • Rob says:

      90% apparently

      • ADS says:

        90% is amazingly high considering how many other booking channels are available!

        I wonder if LW have a very different profile to the rest of the London theatre industry.

    • TimM says:

      >> “Michael Crawford a.k.a. Frank Spencer a.k.a Barnum?”
      Yes 🙂 It was absolutely terrifying to see Frank Spencer walking on the tight rope high above the stage. I just hoped somebody would come and catch him when he fell off. There were no wires. Michael Crawford was a genius of a performer.

  • The Savage Squirrel says:

    Can’t knock free – will surely be an initial promo/soft opening (can see it going to “only if you redeemed miles” pretty sharpish once that’s up and running). My first thought about miles for theatre tickets was “bet the redemption rate will be rubbish” but then my second thought was “but you often get some good rates/offers at launch to publicise the scheme” so I’m mildly optimistic in the short term.

    • Rob says:

      I expect decent deals simply because Asia Miles holders are thin on the ground here, albeit they are aiming at tourists.

  • S says:

    Very timely as I booked two tickets to a gig in February yesterday.

    I can’t seem to find a ‘manage my booking’ link on the Palladium website though?

  • Joan says:

    Ooh this is interesting . I followed the instructions , joined Cathay, but when I go into manage my booking via the LWtheatre link ( I’ve got a show booked for October ) I enter my surname and transaction correctly but it just keeps saying unable to locate booking with provided details … which is annoying !
    So I’ve emailed the theatre to request help … I’ll try to book the Cathay room if the theatre can fix this .
    Or might try calling them when the box office opens

  • Joan says:

    In reply to S , go to your theatre booking email and about half what down there’s a heading “ Feel like a Star “ under that there’s a link to manage your booking – although as I said in my other comment , the link didn’t seem to like the details I entered – you might have better luck !

    • S says:

      Thank you, however my email doesn’t appear to have that link. Perhaps it’s because I ‘checked out as a guest’ yesterday?

      If anyone is able to share the link to the manage my booking page, I’ll put my details in and see what happens!

      • Rob says:

        If you create an account using the same email address you used to buy the tickets, it may (or may not) import your existing booking.

        • S says:

          Thanks Rob, but there doesn’t seem to be a place to do that either. I’ll drop them an email instead.

          This might turn out to be a bust anyway since the pal I’m taking has probably never even heard of Cathay and will be rather confused as to why I’m asking him to create a frequent flyer account!

  • Pug206 says:

    Aw shucks! Saw Barry Manilow week before last – fabulous btw! Am going to Palladium again in August to see Imelda Staunton in Hello, Dolly so will give this a go. Thanks for posting.

    • Rob says:

      One of the Cathay people also went to Manilow and said how great it was, and she’s over 30 years younger than him!

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