The new Priority Pass brand identity reflects the changing needs and expectations of the frequent flyer and was created following extensive Member research in Asia, Europe, and the U.S. Launched in 1992, Priority Pass provides frequent travelers with airport lounge access regardless of their class of travel or airline. Enhanced customer engagement is a key goal of the refreshed value proposition.
Priority Pass, available in roughly 850 airport lounges, is now equipped with a refreshed value proposition comprising an updated website, innovative smartphone apps, new Digital Membership Cards, Member Offers, and a contemporary brand identity for the original and world’s largest, independent airport lounge access program.
Recognized as a premium brand, Priority Pass (part of The Collinson Group) drives customer acquisition, improves retention, and creates brand differentiation for blue chip corporates and clients throughout the financial services, telecoms and hospitality sectors. It offers innovative technology including smartphone apps and digital membership cards which deliver ideal customer experience and robust client accountability.
Sheryl Pflaum, Senior VP and General Manager, Lifestyle Benefits at Collinson Group, told Loyalty360 that Priority Pass is offered as a valuable benefit in many companies’ reward programs, including banks, credit card providers, telecoms operators, and consumer brands. The Digital Membership Card, new marketing resources, and Member Offers will enable Priority Pass Clients to tailor the rewards they offer their customers.
“Priority Pass is about 23 years old and we’re known for two things,” Pflaum told Loyalty360. “We are the first independent airport lounge access program and we’ve held that No. 1 position in that product sector. The whole premise is to provide members access to a global network of lounges during an annual membership period. We don’t own or operate any lounges. We’re a membership organization.”
The new refreshed brand launched Oct. 13.
“Consumer opinion was part of the background for components of the refresh,” Pflaum said. “It targets members and other people who had similar profiles who aren’t members. We conducted focus group studies in the U.S., Hong Kong, and London to get opinions about the needs of travelers and opinions about the brand in the market place. Through the focus groups, we gained appreciation from them what our products and services were.”
Priority Pass, Pflaum explained, is always looking to extend the network.
“The updated app allows for greater self-servicing for members,” she said. “And it provides feedback on lounge activity. The newest feature is a digital membership card. That lets people access lounges without carrying another card. That addresses the needs of younger generations. We also have a completely responsive website designed to help manage their accounts. It took about a year to accomplish everything in the refresh. The biggest challenge we had was the number of clients and members already using the benefits.”
Feedback over the years has been very complimentary, Pflaum added.
“From a consumer perspective, they can always be assured that the experience in a lounge is better than within concourse area,” she said. “The heart of the matter is providing them with the ability to separate themselves from the herd when they’re traveling and feel the exclusivity of a place that’s more tranquil.”
Pflaum said Priority Pass wants be viewed as a leader in shaping and influencing customer behavior.
“Our philosophy is based on the appreciation of who our customers and member are,” she said. “They have higher expectations of product delivery and service compared to the average consumer. We look at how we can simplify and make things easier of them in their busy lifestyles.”