Article: The “Lounge Within a Lounge” Concept

[AFF Editor]

The “Lounge Within a Lounge” Concept: Good Marketing? is an article written by the AFF editorial team:

The "Lounge Within a Lounge" Concept: Good Marketing?

The concept of a lounge within another airport lounge has become more popular, as airlines seek to create a more premium experience for their most valuable customers.

www.australianfrequentflyer.com.au

You can leave a comment or discuss this topic below.

 

[Flashback]

Hype.

LH has the same at LHR T2. Food and drink is exactly the same.
SK has the same at OSL. Food and drink is ........... exactly the same. Actually there are maybe 1 or 2 extra dishes.

 

[ThePointyEnd]

Apart from the AC Polaris lounges my only experience of the 'lounge within a lounge' is the SG private room within its First lounge in Singapore. Not much difference in food and drink apart from a bit better champagne, but where it really scores is in the peace and quiet. To me that is well worth it.

 

[Human]

I love the idea of separate lounges/areas where the more premium customers get an elevated experience -- which, to me, means more space and, as @ThePointyEnd pointed out (no pun intended!) above, peace and quiet. I don't care about the champagne or a la carte dining: but when the lounge is standing room only, I feel let down and I would love a lounge where it's easy to find somewhere quiet to sit down.

 

[Flyingwombat]

It is an OK concept but the airlines needs to ensure that the premium lounge is nicer than the regular one. It doesn't work for me in CBR where I much prefer the Canberra Qantas Club over the business lounge for the better runway view.

In Oslo, the SAS gold section is just as bad as the regular part - nothing extra at all.

In Germany, we found the Senator lounges were better - less crowded - I think it was Dresden where there was a nice little area through a separate door at the back of the lounge.

The joys of UA Gold which I am about the lose again for a second time :-(

 

[Up/Up/and/Away]

The “Lounge Within a Lounge” Concept: Good Marketing? is an article written by the AFF editorial team:

The "Lounge Within a Lounge" Concept: Good Marketing?

The concept of a lounge within another airport lounge has become more popular, as airlines seek to create a more premium experience for their most valuable customers.

www.australianfrequentflyer.com.au

You can leave a comment or discuss this topic below.

Matt has the inside knowledge I think, I was told by the MAN himself when Bain first took over Virgin, a lounge in a lounge.

 

[outthere1000]

Apart from the AC Polaris lounges my only experience of the 'lounge within a lounge' is the SG private room within its First lounge in Singapore. Not much difference in food and drink apart from a bit better champagne, but where it really scores is in the peace and quiet. To me that is well worth it.

Do you mean United Polaris or AC Signature?

 

[ThePointyEnd]

Do you mean United Polaris or AC Signature?

Oops! I meant United, sorry.

 

[moa999]

And I guess similar is the differentiation by service.
Eg. The phone call to make massage bookings for actual First passengers at QF SYD and MEL, and reserved tables.
Plus the better offerings of Champagne at LHR.

 

[Beano]

If it's St Agnes vs Martel, give me Martel any day!

 

[RooFlyer]

'lounge within a lounge' is the SG private room within its First lounge in Singapore.

Yes, that's probably the best example of all. Truly a 'lounge within a lounge' with a unique ambiance.

 

[serfty]

Of course, there's the micro "lounge" of Qantas where First, CL & P1 get special treatment within a lounge where a mere basic WP or oneworld Emerald sitting beside them does not.

 

[RooFlyer]

Of course, there's the micro "lounge" of Qantas where First, CL & P1 get special treatment within a lounge where a mere basic WP or oneworld Emerald sitting beside them does not.

That's more a rope-line than a lounge, isn't it?

 

[Flashback]

That's more a rope-line than a lounge, isn't it?

Probably purchased at Aldi, too?

 

[Beano]

I've often wondered how many F passengers there are in the Q F SYD INT lounge. Now I know, and they have an extra menu.

 

[serfty]

That's more a rope-line than a lounge, isn't it?

It has become that way in some lounges, however it was not that way originally. But for example, in LHR the correct credentials will elicit a glass of champagne rather than sparkling wine. Also a special menu is available for those who qualify.

 

[Wing Nut]

The DFW AA Flagship lounge is a hybrid business/first.

 

[Flashback]

The DFW AA Flagship lounge is a hybrid business/first.

The same is true for all Flagship lounges.

Some have (had) dining, which was for F ticketed pax only. Maybe CK too.

 

[Human]

How common is this in AmEx lounges? This was the AmEx lounge in DCA...

 

[Beano]

Does anyone remember the old MEL DOM lounge. You had to walk though the Y lounge to get to the J longe?