Passenger Terminal World magazine, March 2014 - The battle for brand loyalty between airlines is fierce. The result is a generation of airport lounges that create a brand experience unlike anything that has come before. Shashank Nigam, CEO of consulting firm SimpliFlying, who has advised over 40 airlines and airports around the world, says the trend
is not surprising given the power of a lounge to build engagement with customers. “A lounge that exudes the personality of the airline brand goes a long way in building the relationship between airline and passenger. An immersive experience in the lounge can set the tone for a differentiated experience in-flight and beyond,” he says.