July/August - 24

PASSENGER EXPERIENCE
AUTHOR Jimmy Hunt
in-between space, they don't need
to make passengers feel as if they've
entered no man's land. Airport
lounges can be designed to make
passengers feel they've arrived somewhere.
That starts with the entrance:
create an inviting reception area rich
in ambiance. Use aesthetic elements,
such as welcoming lighting, greenery,
and visually appealing design features,
to make passengers feel relaxed and
comfortable. Scent can also go a long
way: think carefully about your scent
profile, as opposed to just the smell
of leather lounge chairs proliferating.
Airlines should also fuse elements of
Though airport lounges are a sort of in-between space, they don't need to make
passengers feel as if they've entered no man's land.
61808468 | RUSLAN OLINCHUK | DREAMSTIME
Design an Airport
Lounge That Benefits
Travelers and Airlines Alike
As demand for airport lounges grows, it's time for
airlines to consider how the lounge itself can be
revitalized to anticipate and meet new passenger needs.
EVERYONE HATES long layovers and waiting around in
airports, but often it's unavoidable. What's worse, time
spent in airports has been increasing due to a surge in
flight delays and rampant mismanagement. What was
supposed to be a layover of two hours could easily turn
into five or more.
It's no surprise then that more and
more passengers are signing up to be
airport lounge members. Over 57
percent of frequent travelers reported
seeking out an airport lounge at least
once while traveling. As demand for
airport lounges grows, it's time for
airlines to consider how the lounge
itself can be revitalized to anticipate
and meet new passenger needs.
Because right now, many lounges
feel dated and a bit staid. Although
the local culture, art, and design into
their lounges to create a sense of place
and authenticity. Take for example
Club Kingston at Jamaica's Kingston
International Airport, which plays soft
reggae from Caribbean musicians and
adorns its rooms with paintings from
local artists.
The general idea is to bring the
outside inside; show passengers something
of the world around them, not
just white walls floating in space
and time. This boosts connection
and helps passengers be grounded
somewhere, before taking off into
the air again.
lounges are certainly more comfortable
than napping at a gate, they often
lack digital entertainment and modern
features. Sure, you have plush chairs
and maybe even a hot shower, but
what exactly are weary travelers supposed
to do with themselves to make
the time pass by? And how can you
put passengers more at ease?
Foster a Sense of Arrival
Though airport lounges are a sort of
24 \ AIRPORT BUSINESS / JULY/AUGUST 2023
Offer Interactive Content
Besides designing a space that piques
passengers' curiosity and cultural interests,
airlines also need to offer interactive
digital experiences. Consider
taking a page out of Gameway's
book, which has built video game
lounges in U.S. airports to entertain
and engage passengers. Currently
available in Dallas and Charlotte,
these lounges feature playstations and
xbox stations. And it has clearly been
effective: Dallas-Fort Worth won the
most innovative customer experience
airport award due to its foray into the
digital world.
That's the key point here: offering
digital content in various mediums, be
it games or media or digital displays,
can turn an interminable wait into an
July/August

Table of Contents for the Digital Edition of July/August
