Winning Concept

Airports, airlines and customers all reap the benefits of alliance-branded lounges.

- PATRICIA VANIKIOTIS

Premium travelers know the benefits of holding a first- or business-class ticket extend beyond those front-of-the-craft cabins boasting lie-flat seats, fine dining and top-shelf wines and liquors. Yes, extra baggage allowances and access to priority check-in, security, boarding and luggage retrieval also make the travel experience more pleasant. Perhaps the perk experienced flyers most appreciate, however, is access to airport lounges.

From 1939, when American Airlines opened its first Flagship Club (later renamed the Admirals Club) at New York’s LaGuardia Airport, until late in the last century, airport lounges were hosted by individual airlines for their premium passengers and a limited number of partners. The 1990s saw the introduction of third-party lounge operators such as Priority Pass, and since then a mix of other options including public and credit card-affiliated lounges (think American Express’ popular Centurion lounges) have come into play.

Shortly after the introduction of airline alliances (Star Alliance in 1997, oneworld in 1999 and SkyTeam in 2000), another choice for elite and first- and business-class passengers arose: the alliance-branded lounge. Star Alliance led the way in Zürich in 2001, and its 26 member airlines and their customers now enjoy access to eight lounges around the world. Richard Carret, director of Marketing & Communications, Star Alliance, explained the rationale for these collaborations: “It creates a win/win/win outcome for customers, the airline member of the Alliance and the airports, in that a ‘classier’ lounge is developed than could otherwise be afforded by carriers individually.”