The Renaissance of the Airport Lounge

By: Anneken Tappe · October 24, 2023 · Reading Time: 2 minutes

Soaring Popularity

Travel is back from its pandemic lows. And as airports get busier, travelers are desperately looking for an oasis.

But lounges — once a beacon of exclusivity, now accessible as a perk — are becoming more crowded, they’re losing their appeal.

Sky-High Comfort

The increased demand and access means airlines now face a tough challenge: How do you keep these lounges exclusive without putting them out of reach for potential new customers?

The answer: build more lounges, and introduce tiers within them.

Lounging Around

There’s only so much innovation in the airport lounge space. Delta (DAL), United (UAL), and American (AAL) are all building additional and larger lounges to absorb higher demand. United is also experimenting with different types of lounges, such as a grab-and-go experience for customers on the run, in addition to more typical full-service lounges.

Delta is building out a new network of luxury lounges to accommodate its highest-level customers, after facing backlash for limiting lounge access.

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