Lounge about

Airport lounges have undergone many exciting developments in design, experience and service in recent years.

As passenger expectations rise, experiential enhancements are increasingly being incorporated into airport lounges, providing guests with unique and memorable experiences. Some lounges now offer spa treatments, allowing guests to unwind with massages or facials before their flight and in others, guests can enjoy panoramic views of the airport runway while sipping on cocktails and enjoying gourmet cuisine.

This week we explore best-in-class airport lounges and how they differ from typical lounges.

First class lounges
First-class lounges offered by airports and airlines for their elite frequent flyers and premium class passengers typically feature fine dining, showers, and spa treatments. The Emirates First Class Lounge at Dubai International Airport offers all these facilities but also features a complimentary chauffeur service for first-class passengers who are picked up from their homes in a Mercedes S-Class, adding an extra touch of luxury to the travel experience.

The Changi T3 first class lounge is reserved solely for Singapore Airlines first class passengers and offers a sense of serenity and calm, containing day rooms and bedrooms that can be set to zero gravity to simulate the impression of weightlessness.

Some lounges are also moving away from traditional luxury services to incorporate entertainment, such as the American Express Centurion Lounge in JFK T4 which has a speakeasy. The Virgin Atlantic Clubhouse at Heathrow features a cinema, salon and a music room where passengers can listen to a variety of records or play their own music on a turntable.

Paid lounges / Independent lounges
Paid lounges allow passengers to pay for their stay and independent lounges are operated by third-party companies such as the Plaza Premium Group, and are available for purchase or as a benefit of certain credit cards or loyalty programmes. These lounges typically offer amenities, such as food and beverage options, showers, and workstations.

Plaza Premium First is a lounge at Hong Kong Airport (seen above) providing a first class service that is included in the membership. The lounge has a la carte dining at Primo, AeroBar (a whisky and dessert bar), massage services, and Infinity Rooms (private lounges) for VIPs.

One important factor contributing to the growth of these lounges is the purchasing power of Millennials and Gen Z. These younger generations are now travelling more frequently and seek experiences which align with their values and preferences. This includes a desire for convenience, comfort, and personalised experiences. The rise of subscription-based models and affordable membership programmes such as a Priority pass or Aspire Airport lounge means accessing airport lounges is more accessible to Millennials and Gen Z. Additionally, many credit card companies such as Amex and Mastercard offer lounge access as a benefit, further increasing the accessibility of these spaces.

Passengers are increasingly willing to pay for upgraded experiences, such as premium lounges, that offer luxury amenities and services. This trend has spurred innovation and competition in the airport lounge industry, leading to the development of more unique and customised experiences for travellers.

Mohamed Hisham