The importance of lounges is not limited to physical comfort. The data indicates that these spaces play a strategic role in shaping travellers’ overall perception of the airport experience and, by extension, the airline brand associated with access. The availability and quality of food and beverages ranks as the leading reason passengers value lounges, followed by ambience, seating comfort, staff service, and the reliability of internet connectivity. These factors have a cumulative effect: the longer the time spent in the lounge, the higher the passenger’s reported satisfaction with the travel experience overall. In an industry where differentiation is increasingly difficult—especially when flight schedules and pricing converge—these pre-boarding and connection moments can become decisive in building preference and loyalty.
One of the most notable dynamics in the study is the way lounge access is changing due to the expansion of benefits tied to premium credit cards. Historically, lounge entry was largely reserved for travellers with elite frequent-flyer status or dedicated memberships. Today, however, a significant share of visitors—34%—gain access through credit card perks. This has effectively broadened the user base and, in some cases, “democratized” entry into spaces once considered highly exclusive. At the same time, it has introduced new operational challenges, particularly in managing capacity, maintaining service standards, and ensuring that the lounge experience remains consistent during peak periods. For airlines, airports, and lounge operators, the ability to balance access with quality will be critical if these spaces are to remain a competitive asset rather than a source of dissatisfaction caused by overcrowding.
The growing relevance of lounges has also prompted some airports to replicate lounge-like elements in public terminal areas, aiming to improve comfort for all passengers and reduce pressure on premium spaces. Enhanced seating zones, improved food and beverage options, quieter work-friendly areas, and upgraded rest facilities are increasingly visible in modern terminals. Even so, survey respondents continue to prefer designated lounges, largely because of the perceived benefits that remain difficult to replicate in common areas: a calmer environment, better privacy, and a stronger sense of separation from the noise and density of the main concourse.
Beyond route and airline selection, the prominence of lounges reflects a deeper shift in how travel is perceived and valued. For a growing number of passengers, lounges function as a refuge from the realities of contemporary air travel: long waits, delays, crowded gate areas, and the stress associated with tight connections. In this context, services such as quality dining, showers, rest areas, and business facilities do more than “enhance comfort”; they provide solutions to real pain points. When travellers compare similar flights—comparable departure times, similar prices, and similar duration—lounge access can become the factor that tips the balance.
The global lounge landscape continues to be shaped by flagship facilities that have become reference points for premium service. Frequently cited examples include Emirates’ First Class Lounge in Dubai (DXB), Qatar Airways’ Business Lounge in Doha (DOH), Singapore Airlines’ SilverKris Lounges at Changi (SIN), and Cathay Pacific’s The Pier Business Lounge in Hong Kong (HKG). In the United States, United Polaris lounges in major hubs and the expanding footprint of American Express Centurion Lounges also stand out for their influence on traveller expectations and market standards.
This phenomenon presents both opportunities and challenges for airlines and airports. For airlines, investing in high-quality lounges—and communicating their value effectively—can strengthen loyalty among frequent flyers and attract new segments that prioritize comfort, wellness, and productivity during travel. For airports, managing the balance between access, capacity, and service consistency will be essential to meeting rising demand without diluting the core promise of premium spaces. In an environment where the travel decision begins well before boarding, airport lounges have consolidated their role as a strategic asset—one that increasingly determines how people travel, and who they choose to travel with.
