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How changing consumer expectations are causing shifts in airport lounge usage

Aspire Lounge in Heathrow Airport.

In the first six months of 2017 the airline industry experienced a 12-year high in global passenger traffic growth (7.9 per cent), according to the International Air Transport Association (IATA). As airports become busier, the way travellers are using airport lounges is changing. An increasing number of passengers are seeking out the haven of an airport lounge. For example, in just the first two months of 2017, the Airport Lounge Development (ALD) network of lounges experienced an increase in guest

In the first six months of 2017 the airline industry experienced a 12-year high in global passenger traffic growth (7.9 per cent), according to the International Air Transport Association (IATA). As airports become busier, the way travellers are using airport lounges is changing. An increasing number of passengers are seeking out the haven of an airport lounge. For example, in just the first two months of 2017, the Airport Lounge Development (ALD) network of lounges experienced an increase in guest volumes year-on-year of more than 50 per cent.

Offering an enhanced airport experience is now essential for delivering great customer satisfaction. Here’s how airports and lounges are shifting to meet the needs of today’s modern travellers:

The democratisation of airport lounge access
Over the last 20 years we’ve seen a huge transformation at the airport. Lounge access was once reserved for only the most elite travellers; those flying first class or frequent flyers that accumulated enough points to receive an elite status. Nowadays, that’s no longer the case. While it can be challenging to collect the points needed to achieve elite status, more passengers than ever are being introduced to the airport lounge experience thanks to a number of factors. Some credit cards now offer perks such as membership to the world’s largest lounge access programme, Priority Pass, and consumers can now also purchase lounge day passes directly at the airport. Additionally, as flying becomes more affordable with the rise of budget airlines, we’re seeing more consumers have the time, money and interest in purchasing additional luxury travel perks such lounge access and speedy boarding.

Improved and differentiated lounge experiences
Increased demand from consumers has led to the airport lounge experience becoming a battleground for suppliers. Even smaller airports are seeing lounges as an important product to offer and putting out tenders. More and more lounge suppliers are providing differentiated experiences to not only attract consumers but also win airport contracts. These range from express spa treatment services at the Aspire Lounge in Heathrow, and a PGA shop and virtual golf course at Minneapolis St. Paul International, to sleep pods at Dubai Airport. There’s also a big emphasis by some suppliers on providing locally sourced artwork and food to give a personal touch too. As a result of lounges going the extra mile, we’re also seeing airlines investing to improve the ground experience they deliver to passengers to enhance and retain their elite status.

Rising expectations of digital consumers
Consumers expect digital enhancements in their everyday lives, and the airport is no exception. The entire airport experience is becoming digitised and today’s frequent flyers have a strong desire for a seamless digital experience at the airport that caters to the ‘digital flyer.’ From the very moment a passenger enters the terminal doors, digital tools and technologies are playing an increasingly important role. This comes in the form of everything from biometric enabled self-service check-in facilities, to apps from airport lounge suppliers that provide feature details and easy access. With consumers increasingly expecting a seamless travel experience, we’ll likely see even more digital technologies, such as robots and augmented reality (AR), infiltrate the airport.

A focus on customer personalisation
Research by ICLP found that there is an opportunity to increase personalisation of communication between airports and travellers. While most airports now give passengers free public Wi-Fi, and the more established now provide an app too, less than half (48 per cent) collect data from passengers and of those that do, only 27 per cent use customer data to personalise their communications. This is despite 86 per cent of passengers being willing to share that personal information. With digital enhancements there is an expectation that the brand a customer is engaging with should know more about them (since they’re willing to share their personal information), and thus, businesses should be looking to offer a more personalised experience. This isn’t just critical for airports, but suppliers too. Wherever possible, they be should personalising their communications with guests, providing them with relevant offerings that will positively influence the consumer experience.

The offering of premium experiences
Travellers expect airport lounges to offer a premium oasis away from the noisy, crowded gate areas. Staff should be trained on how to deliver exceptional hospitality to members. For example, at The Club airport lounge offerings by ALD, our staff are trained to 5 star hotel hospitality standards. The aim is to make the customer feel like a guest in our home, rather than merely a passenger passing through. Food and beverage options should be all inclusive, from the buffet to premium beverages, including locally sourced beers and wines.

With the number of air passengers expected to double over the next 20 years, airports and airport suppliers will need to become well-oiled machines to deliver great customer experiences to travellers who are increasingly looking for premium, personalised and seamless travel. Airport lounges can help meet these needs by providing a sanctuary for passengers to get away from the hustle and bustle of the departure hall, no matter the class of ticket.

Director - Airport Lounge Development | + Posts

Errol is Director of Airport Dimensions. He has been part of a management team that has helped democratise airport lounge access globally and is now focused on helping to fulfil the significant demand that this growth has created by seeking opportunities to develop new lounge propositions globally. He has over 18 years' commercial experience working for a number of leading global businesses across travel, banking and telecoms.

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