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Established in 1988, Air China (IATA code: CA) is known as the only national flag carrier and a member carrier of the world’s largest airline network, Star Alliance. The corporate logo of Air China depicts phoenix, a legendary bird worshiped by the nation as a symbol of luck and happiness. For Air China, phoenix symbolizes a spirit. At the core of the “Phoenix Spirit” is the will to “serve the world, to lead, and move forward to higher goals”. The airline’s brand positioning is to be “a professional, trusted, internationally respected Chinese brand closely associated with China”. For nine consecutive years from 2007 to 2015, Air China was featured prominently on the “Top 500 Global Brands” list, and was the only Chinese carrier ever recognized on the list. In operating its flight service, Air China offers four types of cabin classes, which are Economy Class, Premium Economy Class, Business Class, and First Class. Each seat in all classes are equipped with an in-flight entertainment system, which contains of a various movies, TV shows, audios, and games. The Economy Class passengers get to sit in a 24-inch seat, while the Premium Economy Class seat has a 37-inch (around 94 cm) legroom. Working together with more than a hundred of catering companies, Air China also offers an in-flight meal service, focusing on seasonal variations and freshness. Different routes mean the opportunity to sample specially prepared delicacies full of local flavor, from all kinds of meats to seafood, served with rice or noodles. Every meal is also prepared with various yogurt and fruit. Besides the onboard service, all passengers also get a free baggage allowance. For the domestic flights, the baggage allowance is 40 kg for First Class, 30 kg for Business Class, and 20 kg for Economy Class. Meanwhile, in the international or regional flights, the baggage allowance for First and Business Class passengers is two pieces of ordinary baggage, each of which shall not weight over 32 kg. In the case of Economy Class passengers, the baggage allowance is one piece of ordinary baggage, which shall not weight over 23 kg. Regarding the check-in procedure, check-in counters for Air China flights will close 30 minutes before the departure for domestic flights and 60 minutes before departure for international and regional flights. The boarding gates for all flights will close 10 minutes before departure. Alternatively, passengers can also check-in online at Air China website, as well as select the seat, but do not forget to print the boarding pass. There is also a self-service kiosk at the airport. By following the on-screen instructions, passengers can select their seat and print the boarding pass. To reward its most valuable passengers, Air China offers a frequent flyer program called PhoenixMiles. In addition to taking flights, passengers can also earn mileage when using the services of Air China’s partner hotels, car hire companies, or banking corporations. Accumulated mileage can be redeemed for free trips, free class upgrade, and other beneficial rewards. There are at least three membership tier levels offered by PhoenixMiles, which are Silver, Gold, and Platinum.

Fourteen years after Air China was established in 1998, on October 2002, Air China International Corporation, China Aviation Corporation and China Southwest Airlines merged. The surviving company was still called Air China International Corporation. This merge was based on an industry reform plan formulated by the central government On September 30th, 2004, Air China International Corporation was rebranded as Air China Limited. Three months later, precisely on December 2005, Air China Limited became a publicly traded company on Hong Kong Stock Exchange (SEHK: 0753) and London Stock Exchange (LSE: AIRC). In 2006, Air China signed an agreement to join the biggest airline network, Star Alliance. The airline officially became a member of the alliance on December 12th, 2007. This helps Air China to expand its network routes. By June 2016, Air China operates flights to 377 destinations, including 98 international routes, 16 regional routes, and 263 domestic routes, serving 173 cities in 39 countries and regions, including 61 international cities, 4 regional cities, and 108 domestic cities. But, thanks to the network of Star Alliance, Air China has expanded its presence to 1,330 destinations in 193 countries worldwide. On July 2009, Air China acquired $19.3 million of shares from its subsidiary, lifting its stake in the carrier from 51% to 80.9%. A month later, the airline spent US$813 million to raise its stake in Cathay Pacific from 17.5% to 30%, expanding its presence in Hong Kong. In 2010, Air China completed the increase of shareholdings in Shenzhen Airlines and became the controlling shareholder of Shenzhen Airlines. This allows Air China to enhance its position on Beijing, Chengdu, and Shanghai, as well as achieve a more balanced domestic network. In total, Air China has a majority stake in Air China Cargo, Air Macau, Shenzhen Airlines, Dalian Airlines, Beijing Airlines, Inner Mongolia Airlines, Air China Import & Export, Chengdu Falcon Aircraft Engineering Services, and Air China Shantou Air Supplies. Still in 2010, precisely on December, Air China successfully gained at least two achievements. Firstly, Air China was honored the “Plaque for Tourist Merit” by Spain’s highest tourism industry award. Air China was the first foreign airline to receive the award. Secondly, Air China became the first Chinese airline to offer combined tickets that include domestic flights and shuttle bus services to nearby cities. The first combined flight-shuttle bus ticket connected Tianjin via shuttle bus with domestic flights passing through Beijing. Throughout the years, Air China has always improved its quality in many aspects. The dedication did not go without unnoticed. On June 2016, Air China snatched the 23rd spot in the “Chinese Most Valuable Brands 500” rankings released by World Brand Lab, making Air China became the top Chinese carrier of China’s civil aviation industry on the list. Recently, the airline has also been jointly recognized as one of “China’s Top Ten International Brands” by the Financial Times of Great Britain and McKinsey Management Consulting Company of the United States. Back on December 2015, Air China was honored with the “Chinese Brand Annual Award No. 1 (Aviation)” and the “China Annual Cultural Brand Award” for the ninth consecutive year. In addition, China Air was also named in various rankings lists as “Best Chinese Airline”, “Airline of the Year”, “Pathfinder Award”, and “Best Corporate Image Award” among others.