Case Study: China Eastern Airlines achieves 300% conversion uplift and a unified multilingual global website with RWS (formerly SDL)

China Eastern Airlines Expands Global Business with SDL

China Eastern Airlines, one of China’s three major carriers serving over 100 million passengers annually, wanted to grow its international business and refresh its brand for a global audience. Facing stronger domestic competition and a need to stand out among national carriers, the airline sought to improve visitor retention and conversion from digital channels, present its loyalty and service offerings clearly, and meet international legal and compliance standards.

Working with SapientRazorfish and SDL, China Eastern rebuilt CEAir.com on SDL Tridion Sites with multilingual, mobile and micro‑services architecture, integrated translation management, and SDL BluePrinting for localised content control. The site prototype was delivered in eight weeks and launched in December 2016; within four months the rollout achieved brand consistency across 14 sites/9 languages, unique views +19%, conversion rate +300%, average session duration +19% and bounce rate −37%.

China Eastern Airlines