FAB TALKS
The evolving role of the airport lounge
In this lively session, four industry experts discussed how airport lounges are fast becoming an essential – and expected – part of every journey, no matter what the class of travel.
‘The Evolving Role of Airport Lounges in the Customer Experience’ was a fast-paced session featuring CAVU Experiences Director Matt Etchells; Travel Food Services Executive Director Varun Kapur; Airport Dimensions Head of Business Development APAC Syaifullah Sarip and DreamFolks Services Chief Business Officer Sandeep Sonawane.
Etchells shared insights into how his team is offering an ‘elevated’ customer experience in its Escape lounges, from quiet work ‘pods’ and complimentary buffets to local wine and food tastings.
Experiences Director Matt Etchells (centre) explains the CAVU concept to The Moodie Davitt Report’s Dermot Davitt
He said: “Our key product is the Escape Lounge, which we operate both across the UK and the US. We offer a number of elevations such as the rotation of champagnes throughout the year, cut-to-order chef’s steaks and, primarily, an adult-only location.
“We also have our premium service, which is the closest thing you can get to a private jet experience, but open-to-all. You get a concierge, private security, the chef meets you in the lounge and a chauffeur-driven car takes you straight up to the airport steps. That product has been closed since COVID but will re-open very early in 2024 when the Standard 3 security comes into force next year.”
Etchells also spoke about the critical importance of paying attention to every detail, to ensure high and consistent standards. “Over the next six months I want to be spending much more time focusing on the basics and the fundamentals of our product proposition,” he said.
“Of course, it is always tempting to focus your attention on the innovation, the technology, the ‘sexier’ side of the business. But are we truly spending enough time on what I would describe as one-degree shifts and consistency, on colleague training, on menus and – of course – on standards.”
Etchells highlighted the importance of executing the basics well in travel hospitality
Why the ‘Guest is God’ in travel retail
Travel Food Services’ Kapur talked about the business boom for airport hospitality just waiting to be harvested in India and how the guest should be at the centre of every decision.
He said: “People think of India as one of the new kids, from a business point of view, and it is palatable on the ground. You will see that the second you enter the country and it is testament to what is being done.
“India has great potential and a massive population. It will soon be one of the three largest aviation markets in the world. We are going to see a massive boom there and we will need people to cater to this aspirational crowd.”
India, the doorway to so many opportunities for travel F&B. Photo: Navdeep Panwar on Unsplash
He spoke about how his company had leveraged its relationship with SSP to gain valuable insights into new consumers and found key areas of growth.
“We saw convenience, wellbeing and leisure travel, longer dwell times and premiumisation as key themes. There is a huge increase now in the allocated budget for travel versus what people did in the past,” he said, adding that localisation was another key area that customers loved.
“At the welcome area of our Bangalore lounge, 080, the carpet is handwoven by local artisans. Bringing that story in and talking about it is crucial. Every space tells a story and that story is inbuilt. You have to do things differently. That’s what customers want. A lounge should really be the best restaurant in the airport. It should be premium.”
He added: “Our philosophy is Atithi Devo Bhava, which means ‘Guest is God’. We know that is what matters most to our guests. People really do care about beautiful design, authenticity, sustainable practices and companies giving back.”
Atithi Devo Bhava – Guest is God
With luxury at its heart, the stunning 080 lounge in Bangalore has beautifully designed bars, spas and work spaces
Travel Food Services’ Varun Kapur noted that India “will soon be one of the three largest aviation markets in the world”
At the touch of a button
Airport Dimensions’ Sarip said personalisation was a key element of his business plans. Presenting his company’s research, he said: “We wanted to see if airports had fallen out of favour with travellers [since COVID]. What did we find? There is a higher demand for personal space; a safe space away from crowds. And 62% [of travellers] wanted to have the option to shop online and get food or other items delivered to a home destination, like a food delivery app at the airport.
“These are the signs telling us that convenience is big, personalised experiences are big, as is premium shopping. People are willing to spend a higher amount for spa, wellness, anything that provides some kind of premiumisation.
“Devices are at the core of this customer experience, and this will only grow with Gens Y and Z. For them, everything happens online and this begins in their hands and in their homes. 71% would want a single app-enabled journey.”
Digital is becoming the key to unlocking hospitality spend (Photo: ©Rodion Kutsaiev on Unsplash)
Airport Dimensions’ Sarip Syaifullah presented the company’s research on the customer experience
The new traveller tribes
Sonawane of DreamFolks Services rounded the session off with some insights into the different types of consumers using airports, both in India and around the world.
“We already know about the discerning customer,” he said. “But there is another set of consumers that we sometimes forget, the ‘aspirants’. These are people who want to be seen with the select few. They want to mingle with people who can afford a first-class or a business- class ticket. The middle class is huge.
“There is a sea change in the consumer pre- and post-COVID, when people felt lounges might be a better place for them, with better food and better hygiene; and because of that they started coming into those spaces and the growth jumped. Now we are in a disruptive phase.”
Ending on a high note, he said: “Let’s face it, none of us were ready for it but it’s a good problem to have.”
Sandeep Sonawane talked about the growth and expectations of the middle-class traveller
FAB eZine
January 2024
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