Airport Experience® News - Food & Beverage Issue 2025

Above, Right: Lounge operator Plaza Premium Group has evolved over the years to meet passenger demand, offering such expanded amenities as dining, art exhibitions, in-lounge bars, massage services and more.

“I was lucky enough to build a wine bar in Ottawa, right under the Maple Leaf Club and let me tell you, that was the worst performing wine bar I’ve ever built, because when you have free wine upstairs, you’re surely not going to stop down and pay for it,” he said. “As concessionaires, we understand that lounges are an important part of the guest experience for airline partners, for airport partners and for credit card partners; however, we ask to make sure that everyone understands the impact that the lounges have on us. I mean, Delta and United have started doing grab and go programs at their lounges – that impacts concessionaires at every level, retail and food and beverage.” “Lounges initially were a respite away from the main terminal to be able to take a phone call to grab a drink, but they’ve gotten much, much more elaborate,” Schneider continued. “And that’s what concerns me most – I don’t think those consumers are spending much time outside of the lounge and the gate.” So the question is, how can airports continue to offer the lounge experiences that passengers have come to expect in a way that’s mutually beneficial to all parties involved, including the airport, the passenger, the lounge operator and the concessionaire? Industry professionals believe that a more collaborative approach is the way forward.

Essential Amenity There’s no denying that demand for lounges among travelers, particularly frequent and Millennial ones, is very high right now. “The demand surge we’re seeing is really remarkable: Our Airport Experience 2025 study revealed that 94 percent of U.S. lounge users now consider access essential to their travel experience, and the commitment level is striking, with 43 percent of travelers noting that they would switch loyalty programs entirely to maintain lounge access and 37 percent would change credit cards. That represents

a fundamental shift in consumer behavior and priorities,” Knipp says. “From an airport perspective, we’re seeing this reflected in their procurement strategies. RFPs today aren’t just focused on lounge quantity. They’re emphasizing experience, operational excellence, strategic integration with the broader airport ecosystem and authentic localization.” This year alone, Philadelphia International Airport (PHL) has welcomed more than 40,000 square feet of new lounge space across three units – the Chase Sapphire Lounge by The Club in Terminal D/E and the American Airlines

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AX NEWS JULY/AUGUST 2025