AIRPORT LOUNGES
'My Perfect Lounge' by Keith Yates, chairman and ceo YATES+partners
KEITH YATES Some 30 years of extraordinary involvement in service and product development for aviation have given Keith a unique insight into building superior guest experiences. Keith has overseen extensive
projects with Cathay Pacific, Qatar Airways, ANA Japan, Etihad and Garuda. These were long-term
initiatives focused on brand strategy, product build and service enhancement. Hospitality has also been a
significant connection to Keith’s professional life. Recent projects have included the £225 million rebirthing and refurbishment of the Savoy, London, the elevation of the guest experience at Taj Mahal Palace Mumbai shortly after the terrorist incident in 2011 and the building of the future guest experience model for Kempinski hotels globally.
“My perfect lounge does exist. It is at the Park Hyatt Milan, on the executive suite floor. "What makes it perfect is that the experience is individual and intimate. Sure, delightful canapés, snacks and patisserie are served along with some very good champagne, but that is not what makes the lounge perfect for me. Rather, it is the way I am anticipated, respected and given an experience that is completely tuned in to me. “In the hotel business it is well understood that the arrival and the departure experiences are critical moments in hospitality. A long-term study by J D Power global research company indicates that up to 50% of how guests perceive their overall satisfaction comes from the arrival and exit experiences. “For an airline Business lounge, with
constant high traffic levels of guests, it is an extraordinary challenge to provide individual recognition and personal attention. Herein lies the opportunity for airlines that want to wow their premium customers. “Most lounge arrival experiences are
characterised by 'a report to counter to greet the seated staff behind', and demonstrate credentials. Verified lounge entitlement pass holders are then given permission to enter, only to have to return to the counter five minutes later to ask for a wi-fi password. “The opportunity exists for airlines to create a very
different experience, even with high volume arrivals – to recognise guests, introduce them to the lounge facilities, and address them individually. It just takes a mindset shift. “My perfect lounge carries that philosophy of
Paying for peace
Independently-operated airport lounges are opening up around the world as airlines start flying new long-haul aircraft to secondary markets, and business travellers seek what one executive calls ‘the little luxuries’ in an industry increasingly dominated by low-cost carriers. Two of the largest companies running these lounges are Swissport in Zurich, and Plaza Premium Lounge Management in Hong Kong. According to Priority Travel Group (PTG) which
has a network of 600 lounges in 300 cities and over 100 countries, around 200million airport lounge visits are made by passengers every year. These shared spaces are open to affiliated credit
card programmes, associations, frequent flyer programmes and travellers with day passes. PTG has partnered with Guestlogix to streamline the payment and registration process by supplying handheld mobile POS that can quickly validate membership cards and accept payments.
"What makes my lounge perfect is the individual and intimate experience"
individual attention through from the first drink to the dining experience. I might be asked: “Can I bring you something from the bar, Mr. Y.? ” Would you prefer an antipasto choice as an express dining option, Mr. Y?" “Perhaps you would prefer to choose from our a la carte menu and I will serve the dishes to you chairside, Mr Y?" “My perfect lounge does not need a spa, although many would value that above all else. Nor a chef’s table in the kitchen. “It does need very fast and reliable wi-fi available without a password; a very wide range of today’s newspapers (iPad is fine but crisp print preferred); distributed air conditioning so that I do not feel cold air streaming over me; a
consistent 21C temperature throughout my stay, and excellent ventilation. “Add to that, comfortable armchairs with universal
power sockets, USB and electrical outlets in the chair leg. Plus, finally, a streaming to my laptop of movies and TV shows that will not be on the inflight programming and I am a happy lounger."
Pictured left: Etihad Lounge childrern's playroom at Kingsford Smith, Sydney Above: Qantas Lounge at Los Angeles International
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