Skift Take
Airlines are redefining loyalty on all fronts, from the way consumers collect miles or points to what that collection grants them access to before they even get on the plane.
The airline lounge is a evolving beast.
What was once a easy, membership-based place for business travelers to knock back a whiskey and make a few pre-flight calls has moved into a much more important place. The lounges, especially at the standard displayed by some of the world’s best carriers, are difficult and expensive to execute well, but are integral to a end-to-end brand experience.
As the spaces continue to evolve, there are a few interesting trends to observe in the market.
1. Intentionally Limited Access
With certain levels in the global alliances, lounge access is granted on international flights.
However, to preserve a certain experience, some airlines have been deliberate in keeping these elite alliance members out of their top-tier offerings.
For example, Qatar airwa
