It seems that new customer experience insights have revealed that premium services are increasingly becoming undervalued among most travelers. This means more people are unwilling to pay for things like plane seat upgrades, for example. But they are, however, more willing to engage with an array of exclusive and unique customer experiences such as concierge services and exclusive lounge access.
These particular insights were recently uncovered by Priority Pass, which has just refreshed its entire brand identity and suite of customer engagement services to better address the needs of cotemporary travelers across the UK and Hong Kong.
For 23 years, Priority Pass, a part of the Collinson Group, has been recognized as the world's largest independent airport lounge access program. Regardless of travel class or airline choice, Priority Pass offers frequent flyers airport lounge access, and it is offered as an addition to the loyal programs of numerous financial organizations, telecoms operators and consumer retailers.
And now Priority Pass is further enhancing the value proposition it brings to these outside loyalty programs.
The “refreshed” proposition includes an updated website, innovative smartphone apps, and new Digital Membership Cards, which can now access over 850 lounges. The new Digital Membership Card also promises to tailor the rewards all Priority Pass Clients will be able to offer their respective customers.
"We asked our growing membership what they wanted to see from us and the result is a significant investment which exceeds the demanding expectations of our Members, Clients and Partners,” said Jorge Rincon, Collinson Group VP of Lifestyle Benefits. “We're committed to maintaining our market leadership and the new proposition means that Priority Pass has the technology, processes and tools required to deliver a superior travel experience, every time. This is our broadest product improvement to date, with a brand new website, smartphone apps and rejuvenated brand, along with a product roadmap outlining continual product improvement."
The new Priority Pass Digital Membership Card and smartphone apps are expected to resonate particularly strongly with a younger, more affluent and culturally diverse group of “Conspicuous Consumers.” These are consumers who value convenience, status and, as the brand states, “expect everything.”
Therefore, membership services will now also be available 24/7.