The rise of ultra-luxury lounges, with fine art, Michelin-starred menus and chauffeur-driven BMWs
The world of travel changed immeasurably during the pandemic. Due to passengers being concerned about their health, premium classes and private jets both experienced a rise in customers, which continued long after the restrictions were removed.
Returning to how you used to travel is hard once you experience business class or the relative tranquility of an airport lounge. All this has resulted in airline lounges becoming increasingly crowded and less peaceful than before.
Airlines have tried to rectify the problems by removing lounge access for groups of customers or, in the case of British Airways, making status hard to achieve for most leisure travelers.
Meanwhile, wealthy passengers have found their own solution with ultra-luxury private lounges and even separate terminals.
These new experiences have been growing within the United States for some time, and now the concept is spreading to Europe and, in particular, the UK.
The exclusive airport spaces offer a different world from the standard airport lounge with its tired buffet and cheap drinks. No expense is spared for the privileged passengers, who can expect food by celebrity chefs, private security, and chauffeur-driven cars to their aircraft.
In the U.S., the ultra-luxury options include hiring a whole suite at La Guardia with three private rooms and a dedicated server in the Reserve Suites at the Sapphire Lounge.
In addition to a welcome caviar service and a wine list from New York wine bar Parcelle, guests can enjoy an à la carte menu from Jeffrey’s Grocery. Even the ensuite bathroom offers an elevated spa-like experience with Augustinus Bader amenities. Prices start from $2,200 for the smallest suite, which can take four people. The suites are even more exclusive, as you must be a Sapphire Reserve cardholder to book them.
Even more exclusive are the PS private terminals located in Los Angeles and Atlanta.
These offer different levels of service, with the entry-level offering general lounge access and shared transport from the terminal to your commercial flight for a mere $1,095. If you want more privacy, there is also the option of a private suite, which is perfect for a group or those with pets. All the options include check-in and customs in the terminal.
London Heathrow’s Windsor Suite has long been the preserve of royalty and superstars.
Heathrow was the first to offer an airport VIP service in the early sixties, initially serving diplomats and royalty exclusively.
Later, it became a paid-for suite in 2009, ready for the London Olympics.
The Suite has recently had a £3 million ($3.9 million) upgrade, which took eight months to complete.
Now named The Windsor by Heathrow, the private terminal prides itself on its discretion for high-profile guests but is open to anyone who can afford the fees.
With prices starting at £3,812 (inc VAT) for up to 3 guests, the luxury service offers a unique, ‘door to door’ experience, with a chauffeur-driven, all-electric BMW taking guests to their plane door.
The lounge consists of eight suites for the ultimate privacy which have been redesigned with British brands such as Tom Dixon and Axminster carpets.
Perhaps The Windsor suite’s most unusual feature is that it doubles as a private art gallery, showcasing museum-worthy art from British artists such as David Hockney, Tracey Emin, and Francis Bacon, as well as American icons like Andy Warhol.
Guests can also sample exclusive fine dining options from Michelin-starred chef Jason Atherton, including a new quintessentially British signature dish of butter shortbread with praline cream, Earl Grey tea ice cream, custard sauce, and charred mandarin.
Heathrow celebrated a record-breaking year in 2024 with 83.9 million passengers in 2024 which is 3 million more than the previous 2019 record.
Charlotte Burns, VIP Lead at Heathrow, said: “The Windsor by Heathrow is more than just a rebrand, it’s a testament to our heritage in pioneering luxury travel. From our carefully curated interiors to our exceptional service, we provide our guests with an unparalleled experience that reflects the finest of British hospitality.”
Paris Charles de Gaulle has also been trying to attract premium customers away from its rival Heathrow with the launch of a new La Premiere check-in and lounge for first-class passengers.
The concept was to provide a completely private and seamless experience for first-class customers, including luggage assistance and a new check-in area with two private lounges for even more privacy.
Next comes a dedicated private pathway, through security checkpoints. Once in the main lounge, La Première customers can now book optional suites with a butler, a spacious living room, a bedroom with a double bed, a bathroom, and even an outdoor patio.
Air France also unveiled its new La Premiere First Class suites, which feature five windows, an Air France exclusive, a seat and a chaise longue that transform into a real 2-meter bed.
Meanwhile, at Manchester airport, the latest entrant on the scene is aether, which is a completely private terminal, making the experience similar to flying from a private jet terminal. Aether opened in 2024 after the previous reiteration of a private terminal closed during the pandemic.
A big bonus with aether is that if you want to bring your car, you can drive up to the private terminal and go through all the normal airport admin, such as check-in and security, within the building.
This not only reduces the stress of the airport experience but also drastically reduces the amount of time needed to complete formalities and get to the terminal.
Guest are taken to a lounge area by their host, who ensures they will get to their flight at exactly the right time. Meanwhile, they can sample seven-course menus by Adam Reid, the award-winning and renowned chef at Adam Reid at The French.
Even security within Aether is a premium experience as it will be closed off entirely for each person or traveling group. Finally, you will be chauffeur-driven in a BMW to your gate or aircraft.
Unlike many of its rivals, the aether experience is accessible for many budgets, with prices starting at £90 ($118) per person for the Express package for those with just cabin bags.
This provides access to go straight through the Private Terminal. ‘Inclusive’ is for those with either cabin or checked bags and can be used on either departure or arrival. This gives guests the full offering, including food, drinks, and even a private chauffeur to their aircraft.
A Manchester Airport spokesperson said: “Here at Manchester Airport we’re proud to connect the North to the world via our ever-growing route network of over 200 destinations – more than any UK airport outside London.
“One thing we’ve seen in recent years is that despite pressures on household budgets, people really value their holidays and prioritise them; we’ve actually seen more people choosing to elevate their airport experience by choosing to use our lounges – and now they can go one step further and choose to fly from aether.
“aether is an incredibly exciting addition to the range of premium options available here at Manchester Airport, and it’s great to see how well it’s been received already.”
With impressive facilities springing up at airports, it remains to be seen if passengers will forgo ever harder-to-attain loyalty programs with the crowded terminals and instead pay for premium lounges or private terminals. For many business travelers, choosing the best schedule and being assured of an efficient and relaxing experience will trump any status benefits.
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