In these times of airline mayhem, lounges in airport terminals grapple with the growing pains of flight delays and cancellations, as they are often packed with irritated passengers. But lounges have long been the retreat of the frequent flyers to recharge. And some can change your world by providing peace and privacy, with a few perks to escape the bustle of the airport. 

Many lounges are operated by airlines, but several independent lounge companies also operate, such as the Plaza Premium Group (PPG), which has a network of over 250 lounges in airports worldwide that offer both tranquility and functionality. 

Now, with travelers leading the recovery of the airline industry, their expectations of lounges have evolved significantly. “Today’s travelers seek more than just a place to wait; they desire a comprehensive and personalized experience that caters to their comfort, convenience, and well-being,” says Bora Isbulan, Deputy CEO of PPG.

Its lounges are sanctuaries amid the noise and bustle of busy airports, offering a variety of international cuisines. Many offer private workstations and meeting rooms for business travelers. There are also spa treatments, private showers, and napping areas. 

Its meet-and-greet service provides a personalized experience for travelers from arriving at the airport until boarding their flight. These services include assistance with luggage, expedited check-in, security clearance, and escort services through the airport.

Does he have a favorite airport?

“It’s hard to choose a favorite airport, but if I had to pick, it would be the newly opened Zayed International Airport in Abu Dhabi,” says Bora Isbulan, Deputy CEO of PPG. 

The Hong Kong-based airport hospitality services giant, which has restaurants, lounges, and hotels in more than 80 global airports, enhanced the traveler experience at the Zayed airport with a combination of world-class facilities and rich cultural heritage, including Salam Meet & Greet service, Pearl Lounge, and the exclusive Diamond Lounge in the VVIP terminal.

LOCAL CULTURE

“It’s not just an airport; it’s a gateway that perfectly balances modernity with tradition, offering a warm and welcoming experience that I’m proud to be a part of. Plus, knowing that our team has contributed to making this airport a premier destination for travelers worldwide makes it even more special to me,” adds Isbulan, who recently moved to Abu Dhabi.

Maintaining a consistent brand experience while localizing offerings is a critical aspect of the group’s global strategy, says Isbulan. “We recognize that while travelers expect the same level of excellence and comfort across all our locations, they also appreciate and value local touches that reflect the culture and uniqueness of each destination.”

Its dining brands, including Root98, Flight Club, TGM, TheBar, The Terrace, and Lee Fa Yuen in Terminal 3 at Dubai International Airport, offer travelers a world of flavors.

It also integrates local culture into its offerings. For example, the Art and Lounge concept, introduced at Dubai International Airport and London Gatwick, showcases art exhibitions in collaboration with local artists, thus enhancing passengers’ cultural experience.

“By blending consistent service with localized experiences, we ensure that our lounges are not just a place to rest, but a space where travelers can enjoy a taste of the world,” says Isbulan.

TECHNOLOGY AND SUSTAINABILITY

The company also leverages data and AI to develop insights-driven strategies that enhance commercial and operational decision-making, connecting information from all touchpoints and enhancing the traveling experience. “Every solution is tailored to meet the evolving needs of our guests,” he says, adding that Smart Traveller, a mobile-app-based global airport rewards program, offers travelers curated perks and benefits through a points-earning and redemption system.

ESG considerations are no longer just a part of the corporate lexicon but have become integral to the business strategy and outlook for building brands. As travelers increasingly prioritize sustainability in their travel choices, PPG, Isbulan says, has integrated a comprehensive set of ESG policies into its operations, ensuring that every aspect of its business—from lounges to dining outlets and concierge services—promotes sustainable practices.

This includes minimizing single-use plastics, implementing energy-efficient solutions, offering hydration stations in lounges to replace plastic bottles, and introducing compostable packaging for lounge-to-go items and luggage wrapping.

Isbulan adds that a new global ESG lead has also been appointed, and the group has commissioned a materiality study to develop a sustainability strategy.

GROWTH PLANS

Over the next few years, the group’s key focus areas will include market expansion, airport development, and diversification of its offerings to resonate with local travelers. 

“Additionally, we closely analyze the landscape of the local airport hospitality market—when we identify gaps, we aim to fill them, ensuring that our expansion efforts are sustainable and impactful.”

As for its plans in the Middle East, it recently announced a significant investment of $100 million to fuel growth in the region. “The Middle East is a dynamic and rapidly growing region, and we are committed to enhancing the travel experience by bringing our world-class hospitality services to key airports across the region,” says Isbulan, adding that the focus will be on expanding its presence in strategic locations and introducing tailored services.