UK. London Heathrow Airport has unveiled the first stage of a transformed VIP offering under The Windsor by Heathrow brand. The refurbishment and rebrand of the airport company’s private terminal signals “a new chapter in luxury travel” according to Heathrow Airport.
VIP client movements at Heathrow have doubled over the last ten years, and should double again in the next three years.
Heathrow launched the world’s first airport VIP service in the early 1960s, initially serving diplomats and royalty exclusively. In 2008 the service expanded its reach with the introduction of The Windsor Suite, and by 2009, the commercial service was officially rolled out to support the London 2012 Olympics.
The VIP experience has taken on a fresh identity for 2025, and been captured on camera in a new collection by renowned photographer Rankin. The Windsor by Heathrow rebrand took eight months to deliver and cost over £3 million.
Prices start at £3,812 (including VAT) for up to three guests, with services tailored to meet the needs of ultra-high-profile guests.
The Windsor by Heathrow offers ‘door to door’ experience, with a chauffeur-driven, all-electric BMW taking guests from front door to plane door. Heathrow was recently awarded Best Private Airport Experience in the Forbes Travel Guide awards.
The most popular destinations The Windsor serves include Doha, Riyadh, Dubai, Los Angeles and New York. Key airlines include Etihad, Qatar, BA, American Airlines and Emirates, though guests travelling on First or Business Class can use The Windsor regardless of their airline or terminal.
Heathrow VIP Lead Charlotte Burns said: “The Windsor by Heathrow is more than just a rebrand, it’s a testament to our heritage in pioneering luxury travel. From our carefully curated interiors to our exceptional service, we provide our guests with an unparalleled experience that reflects the finest of British hospitality. From the moment you step out of your front door, to the second you board your plane, we ensure that every detail is taken care of – making your journey seamless, relaxing and unforgettable.”
The first phase of the refurbishment focuses on The Windsor, home to eight private lounges and a stylish entrance lobby. Designed by the award-winning Oliver Burns Studio, the redesigned spaces feature inviting aesthetics, complemented by bespoke furnishings designed in house, and crafted by local artisans.
The spaces are accented with curated British design elements, including Axminster carpets in soft hues, with collaborations with luxury brands like Tom Dixon and Commune.
The Windsor suite doubles as a private art gallery, showcasing museum-worthy artworks from around the world. Modern British artists such as David Hockney, Tracey Emin and Francis Bacon, as well as American icons like Andy Warhol, feature on the walls. Guests can also purchase them through a QR code hanging next to each artwork.
The art collection is refreshed every two months. This month the collection features ‘Nola (White Rain 2008)’ by Banksy and ‘Diamond Dust Show (1980)’ by Andy Warhol. These come as part of an ongoing partnership with art consultant Tanya Baxter Contemporary.
Championing British brands
Heathrow said it aims to partner with “the best of up-and-coming British brands, including SMEs”. Its latest partnership is with Commune, a self-care brand from the British countryside with a focus on design and sustainability. Its luxury toiletries are now available in all lounges.
Home fragrance products from luxury British brand August& Piers are also in the lounge. The Windsor is collaborating with the brand to craft an exclusive bespoke scent, to commemorate and celebrate the rebrand.
Upon request, guests at The Windsor can also avail of their own Personal Shopper, who will navigate Heathrow to take guests discreetly to their favourite stores in Terminal 5.
Michelin-starred chef Jason Atherton has curated the VIP menu since 2016. Fine dining options include a signature dish to mark a new era of The Windsor, with English butter shortbread with praline cream, Earl Grey tea ice cream, custard sauce and charred mandarin.
Atherton said: “I am delighted to bring my culinary philosophy to The Windsor by Heathrow. Every dish is crafted to reflect the sophistication and quality of British luxury, ensuring guests’ dining experience is nothing short of exceptional.” ✈
