Airport lounges have evolved from places to wait for flights into destinations in their own right, making the lounge experience an increasingly important part of the travel journey.
New research from Sodexo Live and YouGov explores what travelers want from that experience, from the elements that make a lounge feel premium to how expectations for food, beverage and service change throughout the day. The study surveyed 2,166 air travelers across the United States and United Kingdom who had flown first or business class and/or visited an airport lounge within the previous year.
Among the key findings, travelers associate premium lounge experiences with more than physical space. While more than 45 percent of respondents cited comfortable, uncrowded environments, more than 30 percent pointed to attentive service, and more than 28 percent highlighted culinary excellence, including award-winning chefs and tableside service.
The research also found that lounge preferences vary by time of day. More than half of travelers across both countries and all cabin classes prefer self-service buffets throughout the day. However, by dinner, first- and business-class travelers showed greater interest in table service and made-to-order dining options.
At lunch and dinner, preferences diverge between U.S. and U.K. travelers. Among economy-class travelers, 36 percent of U.S. respondents preferred local foods and flavors, while four in 10 U.K. travelers favored indulgent dining options at dinner.
The study further found that travelers are more willing to try a new beverage than a new food item. The trend was consistent across both markets, suggesting greater opportunities to introduce signature cocktails, local beers, specialty coffees and mocktails.
“Airport lounges have become much more than a place to wait for a flight. They’re an extension of an airline’s or card issuer’s brand, and every part of the experience shapes how travelers see it. Food and beverage play a central role in bringing that experience to life,” Suzy Kitcher, CEO of global airport lounges for Sodexo Live, said in a statement.
The full report, The Future of Airport Lounge Experiences: What Travelers Really Want from Food, Beverage and Hospitality, is available from Sodexo Live.