A new ‘Airport Experience Survey’ from international airport lounge specialists Priority Pass claims that more than half (53%) of frequent travellers recently asked admitted that they enjoy the airport experience, while 35% admit they do look to buy something luxurious that they would not ordinarily buy when at the airport.

In addition, some 56% apparently told researchers that they would be encouraged to arrive at the airport early to take advantage of duty free and shopping discounts, while less positively another 40% said they avoid the shops altogether and go straight to the lounge.

These are the findings of an online survey on the Airport Experience conducted with 2,906 respondents in the UK, UAE, USA, Germany, France, Singapore and Hong Kong in January 2016.

This is in addition to a separate ‘Mass Affluent’ research study which was also conducted in in January 2016 surveying 6,125 respondents across 10 countries, including the UK, US, India, France, Brazil, Singapore, China, UAE, Australia and Hong Kong.

 

Stephen Simpson, Global Marketing Director for Priority Pass (part of the Collinson Group) said: “We are witnessing an important shift in mind-set when it comes to the airport experience and it is clear that today’s frequent flyers no longer view themselves as passengers merely transiting the airport, but as consumers seeking more rewarding travel journeys.

“In order to address this, Priority Pass has developed a range of offers which extends its lounge access programme to include other benefits to improve the airport experience. We are working to extend these benefits further to make every aspect of the airport experience easier and more enjoyable for our Members.”

The company says that nearly two thirds (59%) of frequent business flyers now consider access to a premium airport lounge to be an ‘important’ or ‘very important’ factor when selecting an airport, with 40% admitting to going straight to the lounge and avoiding the shops altogether.

 

Simpson adds: “An increasing number of organisations are starting to recognise the value that can be gained if the experience of flying for business is not unduly stressful. Our research found that 51% of frequent business flyers actively enjoy the airport experience.

“This is a high percentage when you consider the fact that the business flyer is travelling for work purposes and does not have the relaxation of a typical leisure trip to look forward to on arrival. The airport lounge clearly has an important role to play here, offering a rare moment of tranquillity or the ability to stay connected in a peaceful and convenient environment.”

Meanwhile, separate research from Priority Pass surveying ‘the world’s most affluent consumers’ shows that half of European travellers believe that digital boarding passes and e-tickets make the airport experience much easier, with 24% using airport mobile apps – and up to 41% when it comes to frequent business travellers.