Fashion
Priority Pass, the world’s largest independent airport lounge access program, today announces that over 850 premium airport lounges are now available to cater for the rapidly expanding Asian travel market. Priority Pass is also announcing a brand refresh and a range of new services, which reflect the changing needs and expectations of the region’s travelers. This includes a responsive website prioritypass.com, innovative smartphone apps, new Digital Membership Cards, Member Offers and a contemporary brand identity for the original and world’s largest, independent airport lounge access program.
Part of Collinson Group, Priority Pass access is offered as a valuable benefit in many companies’ reward programs, including banks, credit card providers, telecoms operators and consumer brands. The digital membership and access services, new marketing resources and new member offers will enable clients to tailor the rewards they offer end customers.
Priority Pass ran a series of focus groups with Asian travelers and analysed data on member visits to develop these new services. The Asian affluent middle class is set to rise from 1.8 billion in 2009 to 4.9 billion in 2030 and Priority Pass research has revealed that Chinese and Singaporean consumers within the top 10-15% of income are some of the most frequent travelers globally, taking an average of over nine business and leisure flights a year compared to a global average of seven.
These discerning travelers look to enhance their experience, with nearly a quarter (23%) of Chinese and Singaporean consumers viewing airport lounge access as essential. This group also value services such as fast track security, travel concierge and airport taxi and limo services. Reflecting this demand, Priority Pass has expanded its airport lounge access to over 850 premium venues in more than 120 cities around the globe, including 55 new lounges in Asia since the start of 2015 as well as in key international hub airports such as the recently launched ‘Aspire, the Lounge and Spa at LHR T5’ at London Heathrow Terminal 5.
The expectations of frequent Asian travelers are changing.Rather than spending money on flying first class, they choose to enhance their trips with experience-based benefits, such as access to spas, top restaurants and cultural events. To support this trend, Priority Pass is introducing new Member Offers to help Priority Pass Members make the most of their time when they reach their destination, including discounted golf packages, car rental and airport transfers.
The research also reveals a group of Affluent Middle Class ‘Technophiles’ in Asia who spend over 20 hours a week of their leisure time on the Internet and are avid users of apps, social media, online shopping and streaming digital content. The new Priority Pass Digital Membership Card, the responsive website and refreshed smartphone apps resonate well with the Affluent Middle Class in Asia who use an average of 16 different apps and expect information to be immediately available and digital.
Ian Lee, Business Director, Asia Pacific, Priority Pass says, “We were the first company to offer a premium global lounge access program and these new enhancements ensure that we retain the largest choice of quality airport lounges in more locations and continue to offer the best possible customer experience. These new services mark a refresh of our 23 year old brand and our new digital services provide greater convenience for Asian travelers, while giving our Clients more flexibility in the way they provide Priority Pass to their consumers. The addition of new Member Offers, ensures travelers can tailor their experience and realise the value of Priority Pass membership beyond the lounge.”
