One year of aether: Elevating the lounge experience for the modern traveller

One year ago, CAVU introduced something entirely new to UK air travel: a private terminal experience previously reserved for the ultra-wealthy, now accessible from just £99.

Located at Manchester Airport, aether – The Private Terminal offers more than premium lounging. It’s a complete reimagining of the airport journey, featuring on-site parking, dedicated baggage processing, The Dining Experience by Adam Reid, private security and passport control, and seamless BMW transfers directly to and from your gate.

In its first year, aether has transformed how thousands of travellers experience Manchester Airport – earning glowing reviews, repeat visits, and coverage from national and international media. Here, CAVU’s Head of Product Strategy, Heidi Stancliffe, reflects on bringing this innovative concept to market and what lies ahead.

CAVU: aether has just passed its first anniversary; how would you summarise the journey so far?

Heidi: It’s been quite a journey! Bookings were strong right from the start when we opened in early November 2024. Our launch week coincided with both the MTV EMA Awards and Liverpool Comic Con, which created an energetic atmosphere with plenty of high-profile guests passing through. The team rose to the occasion brilliantly.

Since then, that same team spirit has carried us through countless milestones – from hosting large group events to celebrating aether’s very first marriage proposal. aether is a truly unique operation, blending technical precision with outstanding hospitality and seamless coordination. We’re incredibly proud of the stable, resilient, and dynamic team that has made our first year such a success.

CAVU: How has aether addressed the growing demand for premium airport experiences?

Heidi: As airport terminals have grown larger and busier, travel has become increasingly challenging – particularly for passengers with specific needs. At the same time, today’s travellers are more willing to invest in experiences that enhance comfort, maximise their time, and create memorable moments.

Traditional lounges provide a welcome step up – a comfortable seat and refreshments – but aether offers something altogether different. It delivers a complete journey defined by personalised service. We like to describe it as effortless, though many guests tell us it makes them feel like a “rockstar.”

For high-profile guests, aether offers privacy. For business travellers, it’s a space to maximise productivity. For leisure travellers, it’s an opportunity to start a special trip in style – or simply to treat themselves to something extraordinary.

CAVU: What makes aether stand out in delivering a premium experience?

Heidi: Like any true premium experience, what sets aether apart isn’t just the physical environment – it’s the way guests are welcomed, cared for, and made to feel throughout their journey. While aether is undoubtedly innovative, it’s not driven by high-tech features or automation. In fact, it’s more hands-on than a conventional airport terminal.

What defines aether is the human touch – those small, personal interactions and the reassurance that both you and your baggage are being looked after from start to finish. It’s a level of care and connection that simply isn’t possible within the scale of mainstream air travel.

CAVU: You’ve also just been re-elected Chair of the World Airports VIP Forum (WAVF). How have the insights from this role helped shape aether?

Heidi: It’s an honour to be re-elected as Chair of the World Airports VIP Forum – a prestigious global network of airports offering premium lounges and services. The group is focused on sharing best practices and continually raising the bar for product and service excellence.

Many airports have operated premium services – the broader category for concepts like aether – for decades, so there’s a wealth of insight to draw upon. (We tend to avoid using the term VIP, as aether is designed to feel far more accessible.) The shared knowledge within the forum has been invaluable in helping us refine every detail of the experience. Now that aether is more established, we’re able to focus on those finer nuances that elevate the journey even further.

CAVU: Can you share a standout success story from aether’s first year?

Heidi: aether’s success is clear from the glowing reviews, repeat visits, and word-of-mouth recommendations it has received. It’s been praised by a wide spectrum of travellers – from diplomatic guests and celebrities to those marking a special occasion or simply looking for a more seamless journey.

Perhaps most rewarding are the stories from guests who find air travel challenging. Several have told us that aether has given them the confidence to travel again – to visit family and friends – because they feel more comfortable using aether than navigating a large, busy terminal. That kind of feedback perfectly captures what aether is all about: making premium travel experiences both exceptional and accessible.

CAVU: How do insights or feedback from guests directly feed into updates in aether’s offering?

Heidi: Guest feedback has been both fascinating and invaluable in shaping aether’s evolution. For instance, our food and beverage offering developed significantly over the first few months – we introduced an accelerated service for arriving guests and expanded options for regular visitors.

We’ve also learned a great deal about how to communicate a completely new concept to travellers who may be unfamiliar with what aether offers. It’s been about finding the right balance – language and imagery that resonate, excite, and reassure. As a result, we’ve refined our tone of voice, evolved our visual identity, and created new video content to help bring the experience to life.

CAVU: How is aether planning to evolve or expand its offering?

Heidi: We have lots planned for the year ahead. aether is a complex product to operate, so the early months were focused on establishing a stable, resilient operation – something the team has achieved brilliantly. Now that we’re on firm ground, it’s exciting to bring to life ideas that have been in development since launch.

We’re introducing aether gift vouchers just in time for the holiday season, allowing guests to share the experience with others. Next, we’re exploring an annual membership – a feature regular travellers have been requesting since day one. We’re also looking to expand aether’s role as a distinctive premium events space, welcoming both travelling and non-travelling guests for exclusive occasions.

Discover more about aether – The Private Terminal by visiting the website and following the LinkedIn page.