New paid-entry airport lounge operator heads to Australia as others move out
A new player is entering the pay-per-use airport lounge space in Australia, at a time when other operators are struggling to make the concept work.
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A new player is entering the pay-per-use airport lounge market in Australia, with Brisbane International Airport its first location following the exit of two other operators.
Escape plans to open its Brisbane lounge by the end of the year, filling the void left by the departure of Plaza Premium.
Another pay-per-use lounge Aspire has also shut up shop in the Brisbane International terminal, raising questions about travellers’ willingness to fork out for that service.
Although Escape has yet to confirm what it would charge in Brisbane, the Manchester-based company commands fees of between $40 and $70 per person for three hours of access at its 21 lounges in the UK and US.
Brisbane Airport chief executive Gert-Jan de Graaff said they are looking forward to the opening of the first Escape lounge in Australia and the southern hemisphere.
The launch in late 2024 will coincide with a $5bn upgrade of the airport, designed to make the gateway “an even greater place for passengers”, Mr de Graaff said.
Executive Traveller editor-in-chief David Flynn said it could be tough for pay-per-use lounges to compete with much improved airport fare, with other niceties such as Wi-Fi access and comfortable seats also available in the terminal.
“Airports are becoming much better at investing in a good pre-departure experience especially with food and beverage,” said Mr Flynn.
“That certainly makes it harder for travellers to justify the cost of a paid entry lounge, and especially if it’s a family heading away on holidays.”
Adele Eliseo of the Champagne Mile said airlines were also growing their lounge memberships “quite aggressively”, potentially leaving fewer customers for pay-per-use facilities.
“Lots of people now have access to an airline lounge, which appeal to travellers because they offer a little bit more tranquillity and privacy,” Ms Eliseo said.
“We’re seeing more families pursue lounge access but it’s worth doing the maths before a trip on what’s better value — airline membership or pay-per use.
“It can be quite hard to justify spending hundreds of dollars on a paid airline lounge membership so one-access visits can be very appealing.”
A US study of 9300 travellers found baby boomers aged between 60 and 78 were the most likely to spend time in airport lounges, followed by Generation X aged from 44 to 59.
Only 9 per cent of millennials and 7 per cent of Gen Z said they used lounges, with the younger travellers also less likely to be members of airline loyalty programs than their parents and grandparents.
Ms Eliseo said more lounge options for travellers were always welcome, with competition helping to lower the cost and improve the quality.
“With these lounges, particularly the pay-per-use, people scrutinise the quality of the food and beverage offerings and the facilities,” she said.
“The House (in Melbourne) is an example of one that’s managed a quite high-end offering, while there are some others that are looking a bit tired.”
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Originally published as New paid-entry airport lounge operator heads to Australia as others move out
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