Enhancing existing lounges to give today’s passengers the airport experience they want is helping take airport hospitality to another level, writes Shaun Weston, Senior Vice President for Global Operations and Guest Experience at Airport Dimensions.

With so many different lounge options available at airports today, a key challenge

for operators is how to maintain their premium appeal while catering to a broader audience.

And this new challenge is occurring within a broader context of airports needing to evolve into experience-centric hubs, prioritizing flexible spaces, digital innovation and personalized services.

Challenges faced by older lounges

Many existing lounges were designed when access to them was far more restricted. This has created several challenges as passenger expectations evolve.

Overcrowding is a key concern, as the rise of pay-per-use models and expanded membership programs has led to higher lounge footfall, often resulting in congestion and diminished service levels.

Lounges also face the challenge of meeting diverse service expectations. With a more varied passenger base, they must balance the needs of business travelers seeking quiet workspaces with those of leisure passengers desiring a more social and relaxed atmosphere.

In addition, older lounges may lack the modern amenities and operational efficiencies required to handle increased demand without sacrificing comfort and exclusivity.

Overall, there is a recognition that a lack of space and variable retail revenues are affecting profits and compromising passenger satisfaction.

Refurbishment as a strategic solution

To strike a balance between premium exclusivity and broader accessibility, lounge refurbishments are essential.

These refurbishments should focus on several key areas. Optimizing layouts is crucial, which involves expanding seating areas, creating designated zones for different traveler types such as business, leisure, and family-friendly, and improving crowd flow.

Airport Dimensions Explore the Experience Era study, which surveyed over 100 global airport decision makers found that many airports already cite this as a priority over the next 10 years with 40% of airports investigating flexible, modular spaces to better serve travelers worldwide.

Enhancing offerings by broadening the range and quality of amenities as well as providing exclusive food and beverage options and access to digital capabilities such as automated check-ins is also important.

This can be achieved by introducing tiered services where premium passengers can access quieter, more exclusive areas, while still providing general access to other well-appointed lounge spaces.

Finally, technology integration plays a significant role. With the study finding that 94% of airports believe that developing their digital capabilities is ‘absolutely essential’ or ‘important’ to improving commercial returns.

More specifically it claims that utilizing digital tools for capacity management, reservation-based entry, and personalized service enhancements can improve overall efficiency and passenger journeys.

Case studies of successful refurbishments

At Airport Dimensions, we are constantly implementing and evolving these strategies to modernize our lounges in a bid to ensure happy travelers.

The newly refreshed Club at Charleston International Airport, for example, takes design inspiration from Charleston’s iconic Rainbow Row. The design integrates the city’s vibrant colors, charm, and historic essence into the lounge, creating a warm, welcoming environment that feels distinctly ‘Charleston’.

The refurbished lounge addresses accessibility challenges by offering 20% more seating and flexible arrangements to accommodate both groups and solo travelers, effectively ensuring all guests have a comfortable space to relax or work.

The lounge is designed as a multifunctional space with versatile zones that allow guests to easily transition from relaxation to productivity.

Another example is the Gatwick North My Lounge. In early 2024, an expansion increased seating capacity, optimizing space and improving guest flow. While some seating was reallocated from the adjacent No 1 Lounge bistro area, this was balanced by a purpose-built servery to streamline food and beverage service.

We believe that these improvements demonstrate how thoughtful refurbishments not only elevate the guest experience but also drive greater operational efficiency.

Operational benefits of lounge refurbishments

Refurbishing airport lounges to better balance premium offerings with broader accessibility challenges can also provide significant operational and business advantages beyond just improving the customer experience.

For example, when undertaking refurbishments airports and lounge operators can create dedicated zones to suit and cater for different traveler needs. By creating quiet business areas, family zones, and social lounges, accessibility can be balanced by directing visitors to their dedicated ‘zone’, allowing passenger flows to be effectively managed and a premium feel to be maintained in lounges.

This approach also reduces passenger frustration by minimizing wait times, leading to higher overall satisfaction scores.

Optimized space utilization is another advantage. Real-time occupancy tracking and smart seating arrangements can help maximize lounge capacity without compromising comfort, which is a key priority for airports as they evolve to keep up with surging travel demand.

For instance, the implementation of a virtual queue management platform designed to help streamline customer flow and reduce wait times, has already created a 10% increase in the average clearing rates for guests checking into The Club lounges across the US since the completed roll out to the network late last year.

Flexible design with scalable, modular elements also makes it easier to adjust spaces based on fluctuating passenger volumes or future expansion needs.

Rethinking staff workflows can improve service delivery times for food, beverages, and guest assistance. Integrating self-service kiosks, mobile check-ins, and automated booking systems reduces administrative burdens on staff, allowing them to focus more on personalized guest interactions.

In addition, modern refurbishments offer sustainable and cost-effective solutions. For example, the introduction of sustainable materials, LED lighting, and smart climate control systems reduces long-term operational costs.

Upgraded kitchens and food service areas can implement better waste management practices, aligning with environmental sustainability goals. Whilst making data driven decision making possible through technological innovations implemented during refurbishments.

Finally, refurbished lounges equipped with digital platforms can collect valuable data on passenger preferences, dwell times, and spending habits, enabling more targeted marketing and service improvements.

Data analytics can also help predict busy periods, allowing for proactive staff scheduling and resource planning to maintain service quality.

Ultimately, by aligning with the evolving needs of passengers, airports can continue to enhance efficiency, comfort, and overall satisfaction.

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