The Airport Lounge Premium Paradox
Airport lounges were once synonymous with exclusivity, calm, and elevated service, a core pillar of the premium travel journey.
Today, in many hubs, they feel closer to a busy café with better seating than a sanctuary for business travellers. Based on 2025 data, 57% of frequent travellers use airport lounges, 42% visited a lounge in the past year and 62% would pay more for a less crowded, higher quality experience. These numbers tell a clear story, demand is rising but perceived value isn’t keeping pace,
Access has expanded: Credit cards, memberships, and pay-per-entry have democratized lounges. Great commercially but exclusivity has diluted.
Capacity hasn’t caught up: Passenger traffic rebounded and grew. Lounge square meters didn’t.
Traveller needs evolved: The modern premium traveller isn’t just a laptop-worker they seek rest, wellness, fast connectivity, privacy and consistent quality.
Commercial priorities changed: For many operators, lounges are now revenue engines, not just loyalty assets creating a tension between volume and experience.
To protect the premium promise, strategy has to shift to segmented access and space zoning, capacity planning tied to traffic growth, well-being focused design (quiet zones, rest pods, showers), digital experience enhancements (real-time capacity, bookings) and clear service KPIs tied to product consistency.
Exclusivity isn’t about marble floors it’s about peace, comfort, predictability, and service that feels intentional.
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