Gateways to calm
01-Sep-05
In these days of heightened security, getting through an airport can be such a stressful experience that access to a private lounge is crucial for upmarket passengers who want a place where they are guaranteed to be treated like a VIP.
Kuoni product director Francis Torrilla says: "Airline lounges are becoming increasingly popular with our clients. It's something we include for all our World Class passengers, regardless of which class they're travelling in, as it is such a relaxing way to start a holiday."
Airlines know that the battle for premium passengers begins on the ground and are spending millions worldwide on improving their lounges, even though they are used by just four to five per cent of all travellers.
Virgin has just unveiled a new multi-million-pound Clubhouse at London Heathrow and plans to double the size of it later this year; British Airways has added a Molton Brown spa to its First lounge at JFK Airport in New York, and Emirates is about to confirm the opening date for its first lounge at London Gatwick Airport.
Peter Miller, marketing director of Skytrax Research (www.airlinequality.com), which assesses airline lounges worldwide, says: "The importance of executive and first-class lounges has risen dramatically. The more chaotic airports become, the more need there is for these facilities."
Passengers don't just want somewhere quiet and comfortable to flop before a flight, however. British Airways says its latest research shows they want to use their time at airports proactively. While most lounges offer business facilities and basic washrooms, the best have gone further and offer bedrooms, bathrooms, spas, beauty salons and wireless internet access.
Airlines in Asia are leading the way, according to Skytrax. Cathay Pacific's first and business-class lounge in Hong Kong (pictured) topped its 2005 Airline Lounge Awards, and Thai Airways, Malaysia Airlines, Asiana Airlines and Singapore Airlines were also ranked in the top 10.
In Europe, Lufthansa has set the standard with the opening last year of its dedicated first-class departure terminal at Frankfurt, which offers concierge services, limousine transfers to the aircraft and gourmet catering.
In the US, where airline lounges tend to be functional rather than luxurious, American Airlines claims it will raise the stakes with new lounges at New York JFK and Dallas Fort Worth, due to open soon.
It can be the simple touches that really make a lounge stand out, however. Abercrombie & Kent planning director Stuart Douglass-Lee says: "My favourite is the BA Terraces at Johannesburg because the staff are the friendliest in the world and it has great showers."
Buyer's choice
Sally Booth, Sales and Marketing Director, Seasons in Style
Our personal favourite at Seasons in Style is the British Airways First Lounge at New York JFK Airport. It has just been refurbished to include a Molton Brown Travel Spa with four treatment rooms offering complimentary treatments to First, Club World and Gold Executive Cardholders travelling on British Airways' long-haul flights. You can't book the various treatments in advance, but the range includes sleep enhancers, nerve stabilisers and mind sharpeners, which really recharge you before your flight. Afterwards, you can sink into a deep, plump sofa in the lounge with a coffee.
In Asia, the revamped Qantas and British Airways Singapore lounge at Changi International Airport, is fresh, funky and really quite sensational. Since it reopened in February 2005, it's three times bigger than it was so it feels very spacious. It also has a fabulously stylish bar with a marble backdrop where you can relax with a cocktail.
You can't miss the six-metre-long artwork in the entrance, and then there's all the usual stuff such as an internet cafe, TV area with big squishy sofas and buffet area. There's a new bathroom area, too, with 20 shower suites, which feels like a spa when you enter. Even though it's modern, it has managed to retain an Asian feel with the use of dark wood walls and cool limestone floors.
For sheer quirkiness, we would have to choose the departure lounge at Samui Airport on Koh Samui in Thailand, which everyone gets to use, whether they're first-class passengers or economy. The airport has been created in the mood and style of the island itself, with low-rise palm-thatched roofs and tropical gardens full of coconut palms. You also get driven around in buggies, and it's just such a fun place to end your holiday.
Insider Q&A
Jean-Michel Dixte, General Manager, The Virgin Clubhouse
You've expanded your London Heathrow Clubhouse which, when it is completed at this end of the year, will be the biggest airport lounge in the world. Why have you gone so large?
We wanted it to be bigger, but also better, than other airline lounges so we've built in lots of new features, such as a full spa - the Cowshed - with treatment rooms, a St Tropez tanning booth and a Bumble and Bumble hair salon.
If clients go for a cut-and-blow dry before a flight, won't they risk running on to the plane at the last minute with wet hair?
We are going to allow people to make appointments - up to a month in advance initially - so customers will be able to give themselves plenty of time.
You say you are offering a concierge-style service, so what will your staff do for top-end clients?
Everything from changing their seat on the flight to booking a restaurant or even theatre tickets at their arrival destination.
Will they wake the client up if he/she drifts off in your comfortable spa?
Some passengers have fallen asleep and missed their flights. We have so many passengers it's impossible to keep an eye on all of them. If they are going to go for a sleep, they should warn the staff so they can be woken up on time.
The Clubhouse marketing says there are thousands of books in the library, but surely one would only have time to read a novel if the flight was delayed by a couple of days?
Actually, some passengers steal them! Even those that weigh a few kilos disappear. Passengers take them as souvenirs. If passengers do want books, we like them to ask, but we never say no.
You must get a lot of celebrities using the Clubhouse. Can one ask for their autographs?
Most Upper Class passengers are well-mannered, they don't stare and they don't ask for autographs. We don't allow staff to ask either. Some famous people, like Robbie Williams, ask to be taken to a private area to avoid being bothered.
Talking of celebrities, you must get one or two scruffy rock stars. Do you have a dress code in the lounge?
We don't, and although some passengers are a bit grungy, they have all been clean - so far. If someone wasn't, I would put them in a corner and make sure they didn't disturb other passengers.
Four tour operators highlight their favourite lounges
Icelandair
Reykjavik International Airport.
Opened: January 2005.
Where?: Beyond security, just before passport control.
Who gets in?: Icelandair Gold cardholders and business-class passengers.
Wow factor: It's a cool, minimalist lounge, but with a cosy, private club-like atmosphere. Think dark wood floors, big leather sofas and a walk-around fire.
What's on the menu?: There's a cold meat buffet plus warm canapes and a free bar service.
Unigue touch: Four PCs offer free internet access and there's free wi-fi access throughout the lounge.
What else?: A private meeting room is also available.
Who would it suit?: Non-pretentious travellers who want somewhere non-fussy to relax.
Recommended by; Western & Oriental
Emirates
First-class lounge, Dubai International Airport.
Opened: June 2000.
Where?: Adjacent to Gate 22.
Who gets in?: Emirates and Sri Lankan Airlines' first-class passengers.
Wow factor: Deep carpets and plush leather sofas surrounded by tropical plants and fountains provide a calming atmosphere.
What's on the menu?: A typical menu includes Arabic mezze, seafood in pesto sauce and vegetarian ragout.
Unique touch: Take a nap in one of the five guest bedrooms (three singles and two doubles) or relax in a massage chair.
What else?: Free internet access, laptop connections, phones, faxes and printing facilities, baby changing and toys and games.
Who would it suit?: Those needing somewhere quiet to work or chill out, and families with young children.
Recommended by: The Ultimate Travel Company
Cathay Pacific
The Wing, Hong Kong International Airport.
Opened: 1998.
Where?: Levels 6 & 7.
Who gets in?: An area for first-class passengers and a separate area for those travelling business class. Members of the Marco Polo Club with silver-tier status or above also get access.
Wow factor: Where else in an airport can you soak in a large bubble bath or relax on a deckchair while sipping a G&T from a personal mini-bar?
What's on the menu?: The Haven offers buffet-style dining, but first-class passengers frequently defect to the Noodle Bar in business class for a bowl of spicy Dan-Dan noodles.
Unique touch: The Wing has been divided into several private spaces where you can read a book, surf the net or grab a bite to eat.
What else?: Built to reflect the spacious design of Hong Kong Airport, it has an airy, contemporary feel.
Who would it suit?: Those who value their privacy.
Recommended by: Jetlife Asiaworld
British Airways
Terraces Lounge, Johannesburg International Airport.
Opened: Early 2000.
Where?: Beyond security, ground floor.
Who gets in?: BA Club World passengers.
Wow factor: It's the staff that make this lounge stand out from the pack, but it also manages to be all things to all passengers, with a range of facilities from the Combiz meeting rooms to the Sanctuary snooze zone.
What's on the menu?: The Cappuccino Bar serves snacks and hot and cold drinks, including a wide choice of teas. The Larder is a self-service buffet.
Unique touch: Plants, pergolas and parasols in the Terrace Gallery create the impression of an English garden.
What else?: The World Wine Bar offers a wide variety of wines; there's a toy box and games machine, and day beds.
Who would it suit?: Those who don't like the formality of the more exclusive lounges.
Recommended by: Abercrombie & Kent
