Notably given final yr’s widespread flight disruptions and prolonged wait instances at airports, persons are spending an increasing number of time on the airport nowadays, both whereas ready for his or her preliminary departure or throughout a layover between connecting flights.
It is no shock, then, that air vacationers are more and more interested by making these hours on the airport as comfy and productive (or, alternatively, entertaining) as doable. The most effective place to search out that form of expertise? A non-public lounge, outfitted with facilities upon request.
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And evidently they’ve change into fairly prepared to pay extra for the privilege.
Greater than half (57 %) of frequent fliers surveyed by Airport Dimensions’ new Airport Expertise Analysis report visiting an airport lounge in some unspecified time in the future throughout their air journey. The examine discovered that shopper demand for entry to personal lounges is rising, as is demand for enhanced retail experiences to accompany the time spent having fun with these unique areas.
Curiously, Airport Dimensions analysis revealed that whereas lounges had been as soon as primarily the area of enterprise vacationers, passengers are more and more utilizing these premium areas solely for enjoyment.
True, greater than half (56 %) of the individuals reported that they used the lounges to entry extra conventional retail services; nevertheless, greater than three-quarters (78 %) mentioned they go to these venues for the eating choices, whereas 68 % mentioned they went to utilize the leisure facilities.
The examine discovered quarter (25 %) of vacationers who use VIP areas achieve this due to their cabin class, whereas nearly a fifth (19 %) might get pleasure from lounges as a part of packages of loyalty like Precedence Cross, the identical share (19 %) do it via their elite membership standing with the airways and 18 % pay straight for admission.
The patron survey additionally revealed prevailing traits in demand for digital providers whereas visiting airport lounges. Vacationers’ prime concern (83 %) about entry to flight data was entry to flight data, whereas 80 % listed the flexibility to order meals and drinks on-line as a precedence and 72 % prioritized the flexibility to guide salon providers digitally.
On prime of that, nearly two-thirds (65 %) of these surveyed emphasised the significance of with the ability to entry airport retailers on-line whereas within the lounge, whereas simply 12 % didn’t really feel this facet was vital to them. .
It seems that lounge-goers are additionally more and more ready and prepared to pay extra for a greater airport expertise, with survey individuals saying they’d be joyful to spend extra on premium meals and beverage choices. Greater than half (56 %) additionally indicated that they might gladly pay extra for grooming, grooming and spa providers within the lounge to boost their airport expertise.
Stephen Hay, Director of World Technique at Airport Dimensions, mentioned; “The road between the VIP lounge and conventional airport commerce is blurring. Whereas airports have seen lounges as a black gap for retail spending previously, it’s now clear that they’ve the potential to change into sturdy income drivers.”
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