Not quite the comforts of home, but close
Australian Financial Review – Special Report – BUSINESS TRAVEL
The popularity of airport lounges is driving the provision of a wide range of services and facilities, says Miriam Hechtman.
Travelling from airport to airport does have its perks, especially when you consider what’s on offer when you are stuck on the ground. Airline lounges are constantly being transformed to suit the corporate traveller. From ambient lighting to plasma screens to having a haircut to sleeping in a private bedroom, being delayed isn’t such a bad thing. There is even a low-cost option for the more frugal business person. Exclusive traveller lounges have become so popular that some are bursting at the seams
Cathay Pacific Airways’ Hong Kong lounges have, for the second consecutive year, been ranked the world’s best in a global survey conducted by Skytrax Research. The airline’s The Wing and The Pier came top in separate 2005 best airline lounges ratings for first and business class facilities. Both lounges offer high-speed wireless PC access and a range of Asian and European cuisine. First class passengers also have exclusive access to six “day-break rooms” for privacy and business class passengers have access to five spa rooms. Skytrax Research marketing director Peter Miller says free wireless access is now regarded as a necessity for a good quality lounge.
In addition, he says, “many are also geared towards offering a good ‘in-lounge dine before you fly’ experience. Not the ubiquitous sandwiches and savouries, but the chance to have a decent meal in the lounge.” He notes Gulf Air first class has its in-lounge chef to prepare meals, while others such as Cathay Pacific and China Airlines have large, fresh noodle bars offering a range of food. Miller says in general, “the US airline lounges in North America are quite poor by the standard of product and service offered, with the best in the Middle East and Asia”. For example, Emirates in Dubai provides bedrooms with ensuite shower and WC “an item which a few airlines are designing into their planned lounges”, says Miller. Virgin Atlantic recently added Cowshed (the famous Soho House spa brand) to their new London Heathrow clubhouse as well as Bumble and Bumble New York trained hairdressers. The Virgin Atlantic clubhouses offer full business facilities and a bar, as well as a few unexpected features such as golf driving ranges, Wurlitzer juke boxes and skiing machines.
Matthew Cantelo, director of Corporate Travel Management, says that although the aesthetics may be attractive, “the functionality or the facilities is probably more important”. He highlights, as examples, high-speed internet access or wireless access, quick meals and snacks, conference rooms and bathrooms with showers for international travellers. Extras such as a library, massage and business centres “where they can get away from the crowd to get work done in private” are also valuable features, he says. Phil Hoffman Travel’s Alison O’Halloran says, “business people are looking for a ‘home away from home’ comfort, style, privacy, access to all facilities and a friendly face at the door”.
Annual passports are available or a $5 casual entry fee can be paid for access to the room. Patrons pay for food and drinks at the cafe and bar. The Blue Room, which operates in Sydney, Brisbane and Melbourne, includes features such as dial-in access for laptops, printing, photocopying and faxing. Unique services include Sony Playstations in all the Blue Rooms, a mini movie theatre, massages, spray tan (in Melbourne) as well as a mini putt putt course (also in Melbourne). Cantelo says there is a growing trend towards low-cost carriers worldwide and as such the low-cost carrier lounges will also become more popular. He says the low-cost carrier lounge is a good idea for less travelled business people who want the “best fare of the day” and are looking at travelling on Virgin Blue. “They might be used to Qantas in the past but their company is going for cost savings. And by doing that they’re looking at the low-cost carriers and hence the traveller is used to a lounge. So for those sorts of travellers I think they will pay.”
Lounging about
· Cathay Pacific Airways’ Hong Kong lounges were ranked the world’s best in a global survey for the second consecutive year.
· Virgin Atlantic clubhouses offer golf driving ranges, juke boxes and skiing machines.
· Free wireless access is now an essential for a good-quality lounge.
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Sue Massey
February 24, 2008