By Nancy Knipp, President of Americas, Airport Dimensions.

The modern airport is a dynamic ecosystem, and nowhere is this more evident than in the evolving relationship between airport lounges and concessions. As President of Airport Dimensions, I've witnessed a transformative shift in traveler expectations of the airport experiences—giving rise to increasing opportunities for collaboration.  

Global airport satisfaction stands at an impressive 79%, with airport lounges playing a critical role in this evolving landscape. The convergence of current travel trends includes an expanding affluent traveler segment, the growth of bleisure travel, and rising concerns about airport overcrowding – factors pointing to the escalating importance of airport lounges and underscoring the growing need for sophisticated lounge experiences that cater to the complex demands of contemporary travelers. 

This is backed up in the data of our annual study, Airport Experience 2025. 42% of US travelers are now lounge users, with an astounding 94% stating that lounge access is non-negotiable. Travelers are so committed to these spaces that 43% would switch loyalty programs and 37% would change credit cards just to maintain lounge access. Clearly, airport lounges have transformed from a luxury amenity to an essential component of the modern travel ecosystem, with consumers placing a high value on these exclusive, comfort-driven spaces. 

Our view is that lounges aren't competing with airport concessions—they're amplifying them. Lounge users are high-value travelers who spend significantly more across airport services. The average lounge user spends $137 in the airport, compared to just $74 for non-lounge travelers. They spend more on food and beverage ($34 vs. $24) and substantially more on retail ($24 vs. $10). 

Lounge users typically spend only 9% of their time in the lounge, while they spend 15% of their time in food and beverage outlets at the airport during an average visit. This indicates that they are not withdrawing from the airport experience; instead, they are enhancing it. As a result, lounge-goers are more valuable to the overall airport economy than the non-lounge traveler. 

This is where technology becomes our greatest common ally. Of 100 airport Executives interviewed for our upcoming Airport Experience 2025 survey, 56% indicated they would like a single digital experience. Recognizing this demand, Airport Dimensions’ Connecta platform seamlessly integrates airport digital services, lounges, and commercial opportunities into a single, intelligent ecosystem. Enabling cross-selling and upselling opportunities both in-lounges and across the airport. Imagine ordering your favorite restaurant meal directly to your lounge seat, or discovering new retail experiences through a single platform.  

Airports, concessionaires and lounge operators, collaborating together beyond traditional boundaries, will enhance the traveler experience and improve commercial performance for everyone.    

For today’s traveler, an airport is not just a place to pass through, but a space to experience, enjoy, and explore. By embracing collaboration, digital innovation, and responding to traveler’s expectations, we can create airport experiences that are not just satisfactory, but truly exceptional.