From massages to mojitos: Inside a successful modern airport lounge

March 1, 2018 Sanjana Saluja

As airport lounge operators increasingly revamp their pre-travel perks, from craft cocktails to on-site hair and makeup to sonic meditations, JLL Real Views finds out why it’s an investment worth making.

A Moët & Chandon champagne bar. A Turkish tea garden. An outdoor swimming pool.

These aren’t the features of a new luxury hotel. Instead, they’re all offerings in modern airport lounges around the globe — at Dubai International, Istanbul Ataturk and Puta Cana International airports, respectively.

Now, lounge operators in the United States, where the concept of the airport lounge first launched in LaGuardia airport in 1939, are increasingly revamping their own pre-travel perks, from craft cocktails to on-site hair and makeup to sonic meditations led by famous gurus. The common thread? A focus on improving the customer experience for the modern traveler.

“Lounge design has to account for a family with two kids heading to a ski trip and for the businesswoman who needs to close a deal,” says Vicki Eickelberger of Big Red Rooster, a JLL company that worked on the design of all nine American Express Centurion Lounges. “When a customer’s varied needs are met — maybe some needs they didn’t even think of – that sense of comfort creates lasting brand loyalty.”

Click here to explore four key trends that are taking the lounge experience to new heights.

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