UK. Independent lounge access programme Priority Pass has announced a wide-ranging brand refresh designed to reflect the changing needs of frequent flyers.
The new proposition will feature an updated website and smartphone apps with enhanced functionality; digital membership cards which offer speedy access to most lounges in the Priority Pass programme; member offers plus a fresh brand identity.
The company, which is part of the Collinson Group, said the refresh was created following extensive member research in Asia, Europe and the US. It added that Priority Pass clients would now be able to tailor the rewards they offer their customers.
Priority Pass Global Marketing Director Stephen Simpson said: “We asked our growing membership what they wanted to see from us and the result is a significant investment which exceeds the demanding expectations of our members, clients and partners.
“We’re committed to maintaining our market leadership and the new proposition means that Priority Pass has the technology, processes and tools required to deliver a superior travel experience, every time. This is our broadest product improvement to date.”
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Digital dream: The apps are designed to appeal to so-called Conspicuous Consumers | |
The company said focus groups and member data had shown how travellers were less prepared to pay a premium to upgrade their plane seats, instead “preferring to enhance their travel with benefits such as lounge access, concierge services and exclusive experiences at their destinations”.
Lounges were considered a valued refuge from increasingly busy airports and a benefit to enjoy sharing with friends, family and colleagues as guests, according to Priority Pass. “This is particularly true amongst a young, affluent and culturally diverse group of “˜Conspicuous Consumers’ who appreciate the convenience and status of airport lounges and expect everything, including airline tickets and exclusive membership services, to be available digitally 24/7,” it said.
More than 850 lounges are now available to Priority Pass members according to the company, including the recently announced “˜Aspire, the Lounge and Spa at LHR T5′ – the first independent airport lounge at London Heathrow Terminal 5.
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Pass masters: The updated website has a new look and is more responsive |
