How are premium services improving the passenger experience?

Today’s travellers expect more from the airport experience, seeking comfort, connected, personalised travel, and simplicity, as well as efficiency. 

In response, airports are pivoting to meet consumer expectations, becoming experience-led spaces catering to a broader range of needs and expectations. 

Premium services and personalisation are at the heart of this transformation, and in this article, Heidi Stancliffe, Head of Product, Strategy & Bids at CAVU, shares how such approaches are transforming the journey and paving the way for increased revenue and loyalty.

Designing premium experiences for the modern traveller 

Premium lounges and bespoke services are no longer exclusive to business class flyers. 

Today’s travellers expect more choice, comfort, and control, no matter their cabin or carrier. As Heidi explains, CAVU is helping airports reimagine premium services to meet these rising expectations. 

CAVU: How are premium lounges like Escape evolving to meet modern traveller expectations? 

Heidi: “Once reserved for first and business class passengers, access to premium lounges is now becoming the norm for many travellers, regardless of airline or class of travel. Escape Lounges, with their excellent amenities and inclusive food and drink, offer a retreat from the hustle and bustle of the terminal. 

“As Escape Lounges marks its fifteenth year, we’re continuing to evolve our offering to reflect the needs of today’s travellers, improving comfort, choice, and the overall experience at every step of the journey.

“Escape Lounges provide a calm retreat where travellers can recharge before their flights, with locally inspired dishes, barista-style coffee, and various alcoholic beverages. Whether passengers want to catch up on work or unwind before flying, they offer a space to relax.

“And with traveller expectations continuing to evolve, so too does the Escape Lounges experience.

“At CAVU, we’re rethinking what’s possible in the lounge space, exploring new ways to bring greater comfort, style, and flexibility to the airport journey. The aim is to make time at the airport feel more intuitive, elevated, and aligned with what modern travellers value most.”

CAVU: How do premium services, such as aether, enhance passenger satisfaction and increase non-aeronautical revenue? 

Heidi: “CAVU recently launched aether, The Private Terminal exclusively at Manchester Airport. 

“Whether it’s the beginning or end of your journey, every aspect of the airport terminal has been reimagined to deliver an experience that is uncomplicated, seamless, and enjoyable. 

“From a dining experience by Adam Reid, to panoramic views of the airport runway, tranquillity is at the heart of our service and felt in every aspect of your experience. 

“Our dedicated team will take care of every detail of your journey, from private check-in, security and Passport Control, through to chauffeur-driven cars to take you to or from your gate. 

“From lounges within the main terminal through to the full private terminal treatment, premium services offer customers the choice to customise their journey, creating better travel experiences. 

“Differentiated services not only cater to different demographic groups, but different products may suit the same customer depending on the occasion and reason for travel. For example, a business day trip, weekend getaway or family holiday each comes with different needs and requirements. 

“aether offers Express packages, including private security/Passport Control and a chauffeur gate transfer, suitable for guests wishing to depart or arrive quickly and comfortably. Inclusive packages, which include lounge access and fine dining, suit special occasions and guests wishing to make the most of their experience. 

“Premium services both offer choice, meeting the needs of different customers and occasions and contributing to passenger satisfaction, and create additional sources of non-aeronautical revenue for airports.” 

The commercial opportunity in connected travel 

Personalisation isn’t just good for the passenger, it’s good for business. 

By offering travellers the right offers at the right time, airports can capture a greater share of spend while improving the travel experience. Heidi explains how a connected approach to travel supports smarter monetisation strategies. 

CAVU: How can premium experiences be better monetised through a connected travel ecosystem? 

Heidi: “Research shows that consumers will typically follow the same series of steps in their travel booking journey, beginning with inspiration and ideation, before progressing into more detailed research, considering options and finally making a purchase. 

“Most consumers start with flights followed by accommodation, with other products and services, such as transfers, activities and excursions, airport parking and lounges, and insurance, following in order of size and priority. 

“One of the benefits of a connected travel ecosystem is the opportunity to increase awareness of ancillary products and services. Introducing customers to new products and services and/or doing so earlier in the booking journey, provides opportunities to cross and upsell and gain a greater share of the passenger wallet.” 

Equip your airport for the modern traveller 

Modern passengers demand experiences that feel seamless, personalised, and connected from start to finish and to deliver on these expectations, airports need a platform that provides the basis to bring them all together.

propel™ has been purpose-built to drive growth, increase revenue and deliver a seamless booking experience for your customers

Book your demo today and deliver smarter, more engaging experiences for your passengers.