The Task
A large US airport approached us to develop a strategic concept brief and business plan for an ultra-large, five-star common-use lounge available to airlines, credit card holders, and travellers on a pay-as-you-go basis.
Our Approach
We started by conducting a comprehensive site visit and meeting with the airport’s commercial management team. This was followed by an in-depth analysis of the airport’s current lounge operations. The team then analysed global trends impacting airport lounge development, including assessing best practices in design and ambience, amenities, and overall quality of service.
We also collaborated with the airport to perform a detailed passenger behaviour survey to identify potential lounge users and understand their needs and expectations.
The Result
After thorough research and analysis, we developed a comprehensive strategic brief for the airport management. This brief outlined the specific requirements needed for the lounge while highlighting global trends that could benefit its success. Our output specified every detail of the lounge, including amenities, design features, layout, and ambience, ensuring that the lounge would meet and exceed travellers’ expectations. This was supported by a business plan.
By creating this detailed strategic brief, we were able to provide the airport management with the tools necessary to develop a design brief for a 5-star common-use lounge and enhance the airport’s overall traveller experience.