Airports are no longer purely transit hubs. To the modern traveller, they are evolving into aspirational lifestyle spaces, marrying convenience, luxury, and technology—ultimately to create unforgettable experiences that are just as much a part of the journey as the destination itself. In exploring this transformation and the future of travel loyalty, Travel Radar spoke with Christopher Ross, Chief Brand Officer and EMEA Executive Chair at Collinson International, behind Priority Pass.
Airports as Destinations: A Psychological Shift
Airports have evolved far beyond their original role as transit points to becoming destinations in their own right, Ross explains. This transformation has been driven by technological advancements that streamline the airport journey, allowing travellers to move seamlessly… and immerse themselves in new experiences once past security.
World-class airports like Changi and Hamad International have set new benchmarks in automation, service, and experience. For brands, Ross notes:
Airports are no longer just points of transit—they are high-value stages for storytelling, engagement, and loyalty building. The brands that will thrive are those that see the airport as a pivotal touchpoint, investing in experiences, services, and environments that make the journey not only endurable, but aspirational and memorable.
Technology That Connects Emotionally
Technology is not only streamlining journeys—it is also enhancing the emotional experience of travel. According to Ross,
The top three technologies people say are improving their journeys today are digital boarding passes (71%), fast-track through security (68%), and advanced security scanners (62%). These innovations help reduce stress and free up valuable time, allowing people to relax, explore, and savour the airport experience rather than simply rushing from one point to another.
This smoother journey creates richer moments.
Ultimately, the technologies that make the journey smoother are also the ones that create space for richer, more memorable moments, helping travellers to connect more deeply with their surroundings, their companions, and the overall experience of travel.
Priority Pass and the Premium Mindset
Priority Pass offers a network of over 1,700 lounges alongside unique experiences from gaming hubs to sleep pods. Ross explains:
Recent additions include services such as access to health and wellness content on-the-go with TrvlWell. From digital mindfulness modules to guided walking tracks, these resources help ease travel anxiety, save valuable time, and create a smoother, stress-free journey.
Smart technology, seamless digital access, and personalised experiences form the backbone of Priority Pass’ premium approach. Ross continues, “whether it’s more destination choices, or exclusive value-added services, Priority Pass is dedicated to helping travellers get to where they are going with greater ease and comfort.”
Exclusivity, and Loyalty
Airport lounges have become a symbol of lifestyle and brand affinity. Ross underscores this:
Our global Value of Travel Benefits research found that 94% of customers say they would consider switching card providers if airport lounge access was removed – making it a critical offering for customer loyalty and retention.
By offering premium lounge access, brands signal that they understand their customers’ lifestyles and aspirations. Ross continues by explaining how “lounge access benefits create a halo effect for brands, positioning them as enablers of elevated travel experiences, which is especially important for customers who prioritise convenience and luxury.
Opportunities for Growth: Wellness, Dining, and Tech
Airport lounges are busier than ever, and travellers’ expectations are rising. To stay ahead of this demand, Ross explains:
We’re consistently expanding the breadth of our inventory through collaborations, strategic partnerships, and innovation, as well as direct investment in new airport experiences and travel services. He continues, While demand is surging, we’re also making a focused effort to ensure travellers have the relaxing, seamless experience they expect. We’ve invested in technology to transform the control and flexibility available to travellers, such as tech that streamlines capacity management by offering Pre-book capabilities and a fully digital waitlist solution through partners.
Airport 2030: Predictive, Personalised, and Human
Ross envisions airports as “far more digitally connected, predictive, and personalised.” Automation will handle routine processes, while human presence will remain crucial:
Many travellers still see a human presence as a vital anchor in the sometimes-stressful airport environment. In the UK, for example, travellers say human support is essential for customer service (67%), at security and border control (59%), and in lost-and-found services (49%), ensuring automation enhances rather than replaces human reassurance.
Cross-Industry Collaboration: The Key to Seamless Travel
Ross emphasises that the future of airports relies on collaboration across airlines, airports, tech innovators, and loyalty platforms:
Creating seamless, emotionally resonant airport experiences requires every player in the travel ecosystem—from airlines and airports to technology innovators, experience brands, financial services, and loyalty platforms—to work in harmony.
He also notes that, Priority Pass also offers wellness benefits, co-working spaces, airport transfers, car rentals, and access to attractions at destinations, ensuring every journey is memorable.
Reimagining the Terminal
If given the chance to redesign one element of the airport journey, Ross’ focus is clear:
Personally, I would redesign the airport terminal itself. Today’s savvy travellers expect experiences that are authentic and tailored to their unique lifestyles and preferences. By leveraging this data intelligently and responsibly, airports and travel businesses can shape benefits and loyalty programmes that truly resonate with customers, making the airport a more enjoyable, efficient, and personalised space for everyone, and in turn driving both loyalty and revenue.
Airports are now stages for luxury, innovation, and engagement. Priority Pass exemplifies this evolution, offering travellers choice, comfort, and memorable experiences at every step—transforming the journey itself into a destination. For brands, this evolution signals a new era of loyalty, engagement, and aspirational storytelling.
As we look toward 2030, the journey itself may just become the destination.
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