subject: Airlines Turn Attention Back To Airport Lounges [print this page] As competition to win lucrative business travellers increases, airlines are investing in airport lounges once more, adding new facilities and upgrading existing features from power outlets and Wi-Fi to improving the quality of food and drink on offer.
Airport lounges have always maintained their position as a status symbol for the high flier and high powered business traveller, while providing a luxury to aspire to for the casual holiday goer.
However, with the increasing correlation between state of the art airport lounges and upper class ticket sales, competition has become fierce for the attention of the big spenders.
Airport lounges became popular followingthe September 11th terrorist attacks due to the increase of airport security. Due to tightening security, passengers were required to arrive at the airport hours before their flights. At first the airlines seized this lucrative opportunity with abandon. However, as the economy worsened the airlines had to trim their costs and the lounges were easy to cut back on.
However, now that the global economy has shown signs of recovery, the airlines have once again identified lounges as an important source of revenue.
Recently Virgin Atlantic reported a rise in the number of upper class ticket sales prompted by the completion of their new Clubhouse at New Yorks John F. Kennedy International Airport.
Meanwhile, many travellerscontinue to gain access to lounges through airline loyalty programs or credit card rewards programs, first class ticket purchases, annual memberships and even day passes.
To increase revenue streams further, many airlines are switching their airport lounges towards an increasingly common freemium model, where massages, spa treatments, food and drink are offered freely to tempt customers into paying extra fees in order to enjoy the extra benefits.
With airport lounges becoming a lucrative source of income for the airlines, many are undergoing redevelopment and expansion in order to encourage airport lounge membership. But most importantly, they promote brand awareness and brand loyalty as a travellers first impression of an airline.
