In a recent article in the UK Telegraph newspaper (The golden age of airport lounges is over), Sarah Marshall stated: “According to a new report published by Which? many airport lounges fail to deliver on expectations. Of 20 British lounges secretly surveyed, none achieved higher than three stars out of five. In fact, the majority scored much lower, suggesting travellers would be better off spending their cash on other food outlets.”
The article traces the history of lounges to 1939 when the first airport lounge was opened in New York’s LaGuardia airport. It was an invite-only affair, she stated, explaining further that it was an exclusive area for wealthy high-flyers to relax before flights. The potential for providing valued customers with a sought-after sanctuary soon caught on with companies other than airlines. This was a market for charging people to access lounges where free food, drink and subsequently Wi-Fi were guaranteed.
Very often, she stated in the article, she has been disappointed with the quality of what is on offer at lounges in various airports. This year, she claimed to have passed through over 200 lounges across the world. In one of the airport lounges a misunderstanding over payment for lounge access led to an angry receptionist chasing her through the terminal screaming, “J’appelle la police.” In another there were two lonely bottles of spirits behind a dusty bar.
She described another as a wasteland of shabby stalls selling bread rolls as hard as boulders and poorly carved wooden giraffes. Surprisingly, the signs for a lounge at the airport were like a gateway to heaven while the actual lounges were a far cry from what the signage led one to anticipate.
Cost of the Food and Beverage offering at another lounge did not match the quality of what was on offer. She would have been better off with some other choices other than at the lounge.
In another airport lounge, during busy periods, she had to squeeze next to strangers which was not the type of customer experience she would have wanted to have at the lounge. She further lamented the absence of al la carte menus and spa facilities.
She concludes by saying: “Failing that, I’m going to invest in a portable stool, get my own dongle and bring a packed lunch. Hardly glamorous, but sadly neither are airport lounges these days.” This is an indictment on lounges at the airport.
A search on how to improve airport lounges suggests such things as having a dining area with table service as well as a self- service food area in a lounge for passengers who might only have a few minutes to spare and to grab a quick bite. Other suggestions are that there should be a place to sleep especially for those on a long layover who may be exhausted. Shower facilities for those with long stay and layovers will add to a positive passenger experience at the lounge. This is also to be complemented by having a comfortable seating at the lounge.
Today people work while travelling. So, a fast and reliable Wi-Fi is very important for travellers who need to work or stay connected to loved ones. Indeed this is true not only for airport lounges but also for the terminal building too.
Dusty bars tell of a poor attention to cleanliness. For the type of customers who travel by air in Africa and use lounges, cleanliness should be a top priority. The pandemic which has come and gone makes it even more imperative. There should also be entertainment from various sources such as televisions, magazines and newspapers. Spa services such as massages, facials and manicures should be a part of the traveller offering.
Airports should ensure that the terminal ambience complements improvements to lounges to ensure that the customer experience remains positive throughout the passenger’s journey. Traveller experience is indeed a responsibility for all members of the airport community.
