London, June 8, 2016 /PRNewswire/ -- According to a survey released today by Priority Pass, the world’s largest independent airport lounge access program, aside from issues such as queuing, flight delays, and lost luggage, over half (53%) of frequent flyers surveyed find the airport experience enjoyable, with 56% stating they are willing to arrive at the airport early to take advantage of duty-free deals and discounts. The survey polled nearly 3,000 travelers in the UK, UAE, USA, Germany, France, Singapore, and Hong Kong, and respondents generally held very positive views about the airport experience.
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Airport Shopping Experience
The Priority Pass airport experience survey sheds new light on airport consumer behavior. Two-thirds of respondents (64%) said they hope to find discounted goods at the airport, with 35% indicating they keep an eye out for luxury items they wouldn’t normally buy. The latter further confirms earlier research findings: a “conspicuous consumer” group is gradually emerging, keen to showcase their social status by purchasing affordable luxury goods and sharing premium experiences with friends.
Global Marketing Director of Priority Pass, a business of Collinson Group Stephen Simpson said: “When it comes to the airport experience, we are witnessing an important shift in traveler mindset. Frequent flyers today clearly no longer see themselves as mere transit passengers, but as consumers seeking enriching travel experiences. To meet this demand, Priority Pass has upgraded its lounge access program to offer multiple benefits and perks, thereby enhancing the airport experience. We will continue to provide more perks in the future to bring a more relaxing and enjoyable airport experience to our members.”
Airport Lounges as a Sanctuary
Airports not only allow travelers to enjoy some last-minute shopping, but for business travelers, airport lounges are like a haven before long-haul flights. Nearly two-thirds (59%) of frequent business travelers often consider premium lounges a “very important” or “extremely important” factor when choosing an airport, with 40% of respondents bypassing all shops to head straight to the lounge for rest.
Simpson added: “The value of a comfortable and stress-free business travel experience is being increasingly recognized by organizations. Our survey found that 51% of frequent business travelers greatly enjoy the airport experience. Given that business travelers are often under time pressure and not as relaxed as leisure tourists, this is a high percentage. Airport lounges clearly play a key role here, offering travelers a comfortable and convenient environment to enjoy precious moments of peace while staying connected.”
The Growing Number of Digital Travelers
A separate Priority Pass survey of the world’s wealthiest consumers shows a rising number of “digital” travelers. Half of European travelers (50%) believe digital boarding passes and e-tickets make the airport experience easier, while 24% use airport mobile apps, a figure that rises to 41% among frequent business travelers. This provides greater incentive for the industry to deliver seamless digital experiences at airports, helping to improve customer service while reducing travel stress and offering a more personalized and intuitive experience. To meet the needs of this customer segment, Priority Pass launched digital membership cards last October as part of its brand refresh, allowing members to easily access most Priority Pass partner lounges via smartphone or tablet. “Conspicuous consumers” also want to stay up to date with the latest information, enjoy various perks and benefits, and share their travel experiences on social media.