Airport_Business_December2019-January2020 - 10

LOUNGES
AUTHOR Nancy Knipp

FLIGHT
DELAYED
AND NOT A CARE IN THE WORLD:
HOW SHARED-USE LOUNGES ARE CHANGING THE WAY
CONSUMERS INTERACT WITH AIRLINES AND AIRPORTS

Shared-use lounges offer airports an opportunity to meet growing traveler
demand in airports.
WITH GLOBAL retail spending at airports expected
to reach $58.4 billion by 2022, up from $40 billion
in 2017, it's obvious that both airports and airline
operators want to utilize the available space to its
fullest. Numerous airports are making room for
additional retail outlets and airlines are more than
happy to be in the company of this growing trend.
Premium brands have quickly taken
notice and have already begun their
aggressive push to stake a claim. This
was particularly apparent after cosmetics
powerhouse Estée Lauder announced
that in 2018 it had generated more
revenue at airports globally than at U.S.
department stores. Some retail companies
are also assembling pop-up experiences
that range from food and fashion to
wellness and gadgets - all with the goal
of capitalizing on passengers' time.
Not all travelers want to indulge
exclusively in retail experiences during

ABOUT THE AUTHOR
NANCY KNIPP

Nancy Knipp is Senior Vice President
at Airport Dimensions. Since joining in
October 2013, the company has grown
from five lounges in the U.S. to 23
independent shared-use lounges globally
and developed partnerships with over 25
airline partners. In her role, Nancy oversees
all aspects of the company's strategic
network growth, marketing and sales efforts
and financial performance in the Americas.

their airport visits, however. Demand
for airport lounge space continues to
increase due to the rise of high-end
lounge offerings, such as those offered
by Priority Pass, a membership available
for purchase and through some premium
credit cards. As more travelers seek
airport lounge access, airports around
the world are realizing that travelers'
increasing demands must be met if they
want to be the first choice for fliers.
Airlines are also beginning to
re-examine their passengers' experiences
within the terminal. They are investing
in premium, exclusive lounges that are
designed for frequent fliers. Better still,
these lounges encourage others to f ly
more often, knowing that there are added
benefits waiting to be accessed.
With little room to maneuver
during the f light, airside offerings
are an opportunity for an airline to
differentiate its brand and ensure
travelers' demands for comfort and
luxury are met before take-off. Airline
alliances - such as STAR, SkyTeam and

Oneworld - enable multiple carriers to
invest in lounge spaces.
Other airlines are finding alternative
ways to ensure lounges form an important
part of their pre-f light experience no
matter where they operate in the world.

Use existing shared-use
operators
Airlines that only have a few f lights
departing from an airport on a daily

10 \ AIRPORTBUSINESS / DECEMBER 2019/JANUARY 2020
Airport_Business_December2019-January2020

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