Pascal Bélanger, Senior VP Americas at Plaza Premium Group, leads a global provider of hospitality services and airport lounges.
Travelers often plan with the destination in mind, but what about the journey itself? Once regarded as mere stopovers, airports have transformed into integral parts of the travel experience. They’ve become a gateway to immersive moments and destinations in their own right.
Over the years, I’ve watched the role of airports evolve significantly to meet travelers’ changing expectations. One of the most remarkable shifts I’ve seen is the way airports now genuinely cater to a diverse range of travelers, offering experiences that are both personal and meaningful.
In my view, airport lounges are an ideal example of this evolution in the travel experience. They enhance that airport journey by evolving from simple spaces that offer essential amenities—like charging ports, quality coffee, quiet zones, workspaces and wifi—to vibrant destinations that feature diverse dining options, entertainment and wellness experiences. All of this is done while still addressing the needs of all types of travelers.
Localization
Think back to journeys where you felt disconnected from the city you were departing from, or perhaps you were in transit. Airports today are increasingly redesigning their spaces to capture the character of their host cities, allowing travelers to engage with local culture, even if only for a fleeting moment.
Localization is essential in creating this sense of connection. It breaks away from the sameness often found in transit experiences. I’m noticing a growing trend where airports and their concessions introduce travelers to the unique spirit of their locations. Personality-rich lounges complete with wellness spaces and designs inspired by local culture are becoming more prevalent. According to Amex’s Travel Trends 2023 report, a striking 85% of travelers prefer personalized experiences that resonate with the local culture of their destination. Meanwhile, research from Airports Council International (ACI) suggests passengers now seek more than just functionality—they are looking for emotional connections and expecting elevated airport standards to match.
Collaboration
How do we create truly authentic localized experiences? In my view, it all starts with partnerships.
Airport lounges have the potential to become vibrant, multi-functional spaces that engage travelers in fresh ways, from curated entertainment and informative displays to unique retail options. This presents an opportunity to connect lounges, airport retail and brands, offering convenience and varied choices for travelers who are increasingly seeking customized experiences to enhance their overall airport journey.
I see two opportunities here. The first is the blending of brands, travel retail and airport hospitality. Imagine a lounge space that integrates brand activations with travel retail. While travelers still expect comfort and quiet, they’re also drawn to experiences that go beyond the ordinary. By collaborating with airport retailers, lounges can introduce brand engagement zones, turning these spaces into interactive environments that offer both relaxation and meaningful brand connections.
The second opportunity lies in partnering with local creators. Work with the local community, such as chefs, artisans or local brands, to provide travelers with an authentic taste of the region. For example, our company created an initiative called Proudly Local, which celebrates the essence of each city by incorporating unique flavors, art and traditions into the airport lounge experience. This approach goes beyond adding local flavor; it builds trust and establishes a stronger bond with the community. These partnerships support the local economy and position the airport—or any business—as an integral part of the region’s cultural fabric.
Such collaborations also pave the way for valuable relationships with local tourism boards and travel organizations, creating a broader impact. This approach benefits travelers, boosts local businesses and strengthens ties within the community—truly a win-win for all involved.
Elevation Through Personalization
In the modern travel landscape, personalization has shifted from an option to an expectation. Today’s travelers want services that fit their needs seamlessly, and technology has made it possible to meet those demands in real time. From personalized apps to concierge services, tailored offerings are now the standard.
A strong example, within the airport space, is gate-to-gate concierge support, which makes travel simpler and less stressful, allowing guests to move easily from one part of their journey to the next. Personalization, after all, is more than a buzzword; it’s about making people feel recognized and prioritized. This is something I believe leaders across sectors should take to heart: no matter the industry, there’s always an opportunity to create a truly personal experience for clients.
Enhancing The Airport Experience
Based on my experience as a Senior VP of a provider of hospitality services and airport lounges, leaders can focus on these tips to bring the spirit of local collaborations to life in their airports:
• Start local. Engage with local businesses, creators and tourism boards to identify unique cultural touchpoints. Build partnerships that showcase the destination’s authentic character.
• Leverage data and technology. Use passenger demographics and behavior patterns to guide which collaborations will resonate most. For instance, an airport with high family traffic might prioritize partnerships with child-friendly brands. Implement AI-driven platforms that analyze traveler data in real time, allowing for tailored services like pre-selected meal preferences or preferred seating arrangements.
• Understand traveler profiles. Use surveys, frequent flyer data and booking details to understand the needs and preferences of different traveler segments.
• Train staff. Equip staff with soft skills and tools to anticipate customer needs and provide seamless support. For instance, concierge staff should know flight statuses, airport layouts and alternative routes in case of disruptions.
• Pilot and iterate based on feedback. Begin with small-scale activations or pop-ups to test traveler engagement and adjust where needed. Regularly collect and review traveler feedback to refine services further.
Make sure to maintain a balance between automation and human interaction; while technology streamlines processes, personal touchpoints often leave the most lasting impression. Remember that these efforts should cater to diverse needs, including those of families, business travelers and those with mobility challenges. Avoid adding too many layers or distractions to lounges. The space should balance relaxation with curated activations.
Conclusion
Together, localization and personalization form the backbone of an elevated experience—one that resonates deeply with people and makes their journey, or interaction, truly memorable. In every industry, I believe these two elements are key to building lasting connections and transforming how people perceive value in the spaces around them.
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