How a Hong Kong startup navigated fierce competition to launch a new airline
In short: Greater Bay Airlines emerged from a decade of corporate restructuring and regulatory hurdles to become a key player in Asian aviation. Founded in 2010, the carrier faced intense scrutiny from established competitors before finally securing its license. Today, it connects Hong Kong to major regional hubs using a modern fleet.
Greater Bay Airlines, headquartered in Tung Chung, traces its origins to May 24, 2010, when it was established as a subsidiary of East Pacific (Holdings) Ltd. under the name Donghai Airlines. The company underwent a complex evolution, rebranding as Donghai Airlines (Hong Kong) Limited in 2019 and Hong Kong Bauhinia Airlines later that year, before finally adopting its current identity on July 8, 2020. Throughout this period, the airline remained under the leadership of founder Bill Wong.
The path to takeoff was far from smooth. During the certification process, the company encountered significant resistance from industry incumbents, including Cathay Pacific, HK Express, and Hong Kong Airlines. These competitors raised formal concerns that delayed the airline's progress. By February 2021, however, these objections were withdrawn, allowing the carrier to move forward. The global pandemic further complicated operations, forcing the airline to pivot toward cargo services before it could establish its passenger business.
The airline achieved a major milestone in October 2021 by obtaining its Air Operator's Certificate, followed by its first charter flight in November of that year. By February 2022, it secured the Air Transport License required for scheduled services. The inaugural passenger flight took place in July 2022, traveling from Hong Kong to Bangkok. Since then, the airline has expanded its reach significantly, serving seven destinations including Manila, Taipei, Tokyo, Seoul, Singapore, and Osaka as of February 2024. Leadership has also evolved, with Hou Wei taking over as CEO in 2025, succeeding Stanley Hui and Liza Ng.
As of August 2025, the fleet consisted of eight aircraft: six Boeing 737-800s and two Boeing 737-9 MAX jets. This represents a shift from earlier operational plans, which had initially envisioned a fleet of seven aircraft. The airline continues to navigate the competitive landscape of the Greater Bay Area, leveraging its strategic base to provide regional connectivity.
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- Summary by Intellect · source: Greater Bay Airlines
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