Collinson Sets the Pace for the New Era of Connected Travel Experiences

Priority Pass and LoungeKey continue to invest in the development of an intelligent and integrated travel ecosystem in the Middle East and beyond

Collinson’s Priority Pass, the world’s leading traveller experiences programme, has entered its fourth decade of operation and is gearing up for the new age of connected travel. Reaffirming the company’s commitment to the Middle East, Priority Pass, alongside LoungeKey, positions the region at the heart of the travel and aviation ecosystem’s exciting future.

The popularity of airport lounges is skyrocketing in the Middle East. According to Collinson’s “Value of Lounge” research, 98% of KSA and 95% of UAE travellers have visited airport lounges, spending an average of just over an hour before their departure. Seeing as Middle Eastern travellers value a touch of luxury and comfort on their journeys, it is no surprise that Priority Pass, along with LoungeKey, has a particularly great reputation in both the UAE and the KSA. This makes them the most widely known travel experiences program in the region, which is why 66% of KSA and 76% of UAE participants prefer Collinson’s offerings.

Interestingly, travellers rank airport lounge access as one of the top 3 benefits provided by card issuers, expecting it to be as simple as a swipe of their payment card. One-third of them would even consider switching to a new card if their everyday expense card did not offer lounge access. Cardholders also anticipate access to an airport lounge in the case of a flight delay. This can be addressed by SmartDelay, another Collinson solution that transforms flight delay stress into lounge rest.

Priyanka Lakhani, Senior Vice President EMEA at Collinson, said: “Through Priority Pass and LoungeKey we create memorable experiences for travellers, while elevating the value of loyalty and rewards programmes. We collaborate, listening to the demands of the industry, in order to evolve and develop the finest solutions for Priority Pass and LoungeKey members, as well as our valued partners. We are a leading loyalty brand with a deep understanding of customer behaviour and the travel ecosystem, putting us in an exceptional position to create the experiences that customers desire. We are also the only program that provides seamless access to the lounges, which is why our members rate Collinson services as the best in terms of (83%) convenience and (78%) quality.”

Following a turbulent period for the aviation industry, worldwide lounge visits are currently increasing by 140% year-over-year, and Collinson’s expansive network, covering over 80% of the top 100 busiest airports, is ready to meet this demand. Our network provides travellers access to 1,300 lounges and experiences in over 650 airports across 148 countries, including a growing number of airport dining and spa choices, but also extending beyond the airport with additional services. With partnerships like CarTrawler, which enables members to book car rentals and airport transfers via the Priority Pass app, Collinson is laying the foundation for a more flexible, personalised, and seamless travel experience.

Collinson also continues to invest in the Middle East, introducing innovative lounges and travel experiences to its customers. Game Space in Dubai International Airport is the region’s first airport gaming lounge, offering a novel alternative to the traditional pre-flight routine. Designed for game-loving passengers of all ages, this lively space features 40 game stations, each with a 50” display and side-by-side seats for either solo or multi-player gaming on PCs and consoles.

Recent research reveals that travellers from the UAE and Saudi Arabia now place a greater emphasis on their wellbeing. With a series of significant additions to the Priority Pass and LoungeKey networks, Collinson is keeping ahead of the curve in terms of wellness. The second sleep ‘n fly lounge in Qatar’s Hamad International Airport allows travellers to relax and recharge away from the crowds, while a first-of-its-kind partnership with the audio workout app WithU can help members burn off those extra calories consumed during their journeys.

Commenting on the latest developments, David Evans, Joint CEO at Collinson, stated: “It is evident that the new generation of travellers demand more. More personalised, more connected, broader, and totally seamless experiences. At Collinson, we strive to innovate and diversify our offerings. Game Space at Dubai International Airport and the sleep ‘n fly lounge at Hamad International Airport are shining examples of how the travel industry can adapt to the ever-evolving needs of modern travellers. As we enter the new era of end-to-end travel, we are confident that owing to Collinson’s customer-first culture, Priority Pass and LoungeKey will keep strengthening their position as the Middle East’s most trusted travel companions.”

The continuous addition of new lounges and experiences, combined with the development of digital solutions, such as access on payment card, underscore Collinson’s ongoing efforts to establish the connected travel ecosystem for tomorrow’s travellers.