BTN News: I’m lounging comfortably in a plush chair in the VIP lounge at Venice Marco Polo Airport. Through the large glass windows, I can see the beautiful city of canals while enjoying an Aperol Spritz and a plate of traditional Venetian “cicchetti” (appetizers). Normally, as a budget traveler, I would consider an airport VIP lounge an unaffordable luxury. I know many people share this sentiment, so I spoke with Christopher Evans, CEO of Collinson International, the company behind Priority Pass, to understand why he believes starting or ending a vacation stress-free is worth it.
Changing Airport Habits Post-COVID-19
In many ways, travel and tourism have returned to their pre-pandemic state. However, airlines still recommend that passengers arrive at airports several hours in advance. Evans notes that this tendency to arrive early makes VIP lounges more appealing. “They are islands of calm in the stressful airport environment,” he says.
A recent study by Collinson International’s marketing team, which surveyed 8,500 people from 11 countries, found that more than a third of travelers struggle to fully disconnect from daily life while traveling. Additionally, 62% of travelers reported that pre-flight issues could cause “fear of disconnecting” for the rest of the trip. Yet, 53% of respondents said that visiting an airport VIP lounge had improved their ability to disconnect during previous trips.
“Travel has been a tremendously chaotic environment for people due to COVID-19 and the cost-of-living crisis,” Evans explains. “The ability to relax, calm down, and de-stress in VIP lounges helps people enjoy their vacations more and prepares them for the journey.”
More Than Just a Quiet Space: Unique Lounge Experiences
Airport VIP lounges can be more than just a tranquil space to sit; they can become the first activity of your vacation. In Priority Pass-accessible lounges, you can visit a spa at airports like London Heathrow, Frankfurt, and New York’s John F. Kennedy International. Los Angeles International Airport (LAX) offers a games room, and Punta Cana International Airport in the Dominican Republic has an outdoor pool.
For golf enthusiasts, there is a virtual golf course at Minneapolis-Saint Paul International Airport, while Hong Kong International Airport’s Sky Bridge lounge provides travelers with drinks and stunning views.
The annual Priority Pass awards help travelers find the best experiences. This year, the Vienna Lounge was the overall winner, thanks to its Viennese café with sweets and workstations. The Pioneer of the Year award went to five lounges, including the Hacienda Santa Lucía at The Grand Lounge Elite in Mexico City’s Felipe Ángeles International Airport, where drinks are served by robots.
Enhancing the Traveler Experience with Technology
The group also aims to enhance the traveler experience with new additions to its app. “We’ll be able to check your behavior history to recommend the lounges that best suit you,” Evans says, “and you’ll receive offers and rewards that are relevant to you.”
Soon, there will also be a feature to see how busy a lounge is, allowing you to choose a different lounge if there is more than one at an airport. Members will also be able to pre-order food and drinks in some lounges.
Is It Worth the Money?
But is paying for a VIP lounge experience really worth it? Priority Pass provides access to over 1,500 lounges and experiences worldwide. The annual “standard” membership costs 89 euros, with each visit costing 30 euros, while the “standard plus” membership costs 289 euros and includes 10 free visits, with subsequent visits costing 30 euros each.
Some credit card providers offer Priority Pass membership as a perk that travelers value highly, just behind cash back, according to a recent group study covering Europe, the Middle East, and Africa. In fact, 62% of respondents said they would switch card providers if this perk were no longer offered.
Before my flight from Venice Marco Polo, I went to a wine bar to estimate what it would have cost to eat and drink there. Adding up the two spritzes, water, coffee, and several hearty snacks (including eggplant Parmesan and lasagna), the bill would have exceeded 30 euros. Evans also reminds me that in many airports, you would have to move around a lot to purchase all the items I consumed in one place in the VIP lounge.
While I still see VIP lounges as a luxury I wouldn’t invest in for every trip, I can appreciate the appeal of bypassing the stressful airport experience during significant vacations and making your leisure time count from the moment your journey begins.
Conclusion
In conclusion, the value of an airport VIP lounge experience lies in the ability to transform a stressful travel environment into a serene and enjoyable one. With various amenities and unique experiences, lounges offer more than just a place to sit. They provide an opportunity to start your vacation early and make the most of your travel time. Whether it’s through a relaxing spa session, a dip in an outdoor pool, or simply enjoying a quiet drink with a view, VIP lounges can significantly enhance your overall travel experience. So, while they may seem like an unnecessary luxury at first glance, the benefits they offer could make them worth considering for your next trip.
