The dos and don'ts of selling airport lounges
Use lounge passes to add value to clients’ itineraries, but choose them wisely – we source tips and latest news to help you sell this add-on
Get it right, and lounges can add something extra special to your clients’ travel experience. But get it wrong and they’ll be grumbling to you about how they may as well have spent their £30 on a burger and a couple of pints in the ’Spoon…
Independent travel expert Jo Shayler-Tarrant is well aware of the pitfalls of selling lounges to her customers. “I’m never going to get rich selling lounge passes,” she says. “I use lounge passes as a way to add value to my service and so will build them into the cost of a package rather than enticing someone to book.”
Jo is pretty familiar with most of the lounges in the UK and says it’s really important to manage client expectations. “The lounge is not just about freebies. It’s about a calmer space in which to prep yourself for the journey ahead. This might mean charging devices and making work calls, which require some privacy. If it’s a good lounge and includes bubbles and hot food then it adds to the glam factor.”
She continues: “A lounge can add a certain mystery to people watching. A client can give the impression of immense wealth… just before boarding a flight to Glasgow for a long weekend.”
But she warns that not all clients understand the concept of a payable lounge – often thinking they are going to get the British Airways lounge or Emirates. “I’m always clear on this,” she says. “And if I don’t know the lounge personally, I will always do my research.”
If the flight departs at the crack of dawn, she sees no point in adding a lounge because they don’t tend to open that early. And when the clients’ time is more limited, there’s less chance of them making the most of the included drinks.
Holiday Extras offers lounges in 22 UK airports, from the big hitters of Heathrow, Gatwick and Manchester to smaller airports such as Exeter and Inverness, with prices starting from £26 per adult.
Lindsay Garvey-Jones, national retail manager at Holiday Extras says with lounges available for every type of traveller, they are perfect for travel agents to include in customer bookings: “They are the ideal bookend to any holiday,” she says. “With a host of amenities, there’s plenty for holidaymakers to do as they wait for their flight – the larger No 1 lounges even have mini cinemas!
“For travel agents that know their clients well, lounges can be perfect for business travellers or for those who are neurodivergent who need a little bit of peace and quiet amongst loud and busy airport terminals.”
Most lounges offer access three hours before departure, giving travellers ample time to put up their feet and chill, and most – but not all – will accept children, so it is best to double-check before booking.
As with all additional extras, booking as early as possible is vital, advises Garvey-Jones, and agents need to make this clear to customers during the booking process.
She says: “Availability dwindles the longer you leave it, and turning up on the day without pre-booking comes with the risk of not gaining access. In fact, many lounges now prefer customers to pre-book. My top tip for agents is to include an airport lounge as part of the booking cost. It really gives the customer that five-star concierge service that travel agents strive to deliver and customers come back for.”
Resources
No 1 Lounges
Commercial.Partnerships@no1lounges.com; no1lounges.com
Aspire Airport Lounges
Plaza Premium Group
sales.uk@plazapremiumgroup.com; plazapremiumgroup.com
Holiday Extras
holidayextras.com/airport-lounges.html
Lounges latest
Luton Airport has a new partnership with No1 Lounges to introduce two new lounges at the airport. Recently opened on 14 December, the No 1 Lounge offers 70 seats with hot and cold dishes served buffet style, plus drinks from a fully tended bar. A separate MyLounge will replace the current Aspire Lounge later in 2024, refurbishing the area into a “laid-back, inclusive loft-style space” with capacity for 155 seats. Jonathan Rayner, chief commercial officer at London Luton Airport, says: “This significant investment from No1 Lounges demonstrates our continued commitment to providing first-class passenger facilities and an even greater choice for our passengers.”
Aspire’s new, improved lounge at Belfast City Airport opened in July 2023 after £1.2 million was spent to modernise and expand the space. The interior design draws inspiration from the Giant’s Causeway, and capacity has increased by 70 to 178 seats. Katy Best, commercial director at Belfast City, said: “The Aspire Lounge sets a new standard for premium travel in Northern Ireland. Passengers can enjoy a comfortable and tranquil start to their journey with stunning views of the runway, comfortable seating and complimentary food and drinks available.”
There’s also investment at Newcastle Airport where a £1.7 million upgrade and extension will turn its lounge into a flagship for Aspire in the UK. Due to be completed by early 2024, the lounge will hold up to 100 people and offer three entry grades – a UK first. As well as the basic entry level tariff, Aspire Business will include workspaces, while Aspire Premium will offer table-service dining.
Plaza Premium’s global Art and Lounge concept has been brought to Heathrow Terminal 2 Departures and London Gatwick. A year-long programme began in July, showcasing a diverse range of British talent, including artist Noj Barker and his World of Dots series. Mei Mei Song, director of global brands and transformation at Plaza Premium Group, says: “Art has the power to inspire and uplift – we believe by incorporating art into the airport experience, we are creating a more enriching, memorable journey for travellers.”
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