Airport lounge wars heat up as airlines and card companies race to win premium travelers

Air France lounge at London Heathrow Airport [Air France]

Airport lounges have emerged as a key battleground for airlines and credit card companies competing to attract and retain premium customers. As in-flight service has become increasingly standardized across carriers, companies are differentiating themselves through lounge offerings — competing on dining, relaxation, productivity and cultural experiences to build brand loyalty.

Airlines and credit card issuers have been pouring resources into lounge upgrades. Some have partnered with celebrity chefs to offer made-to-order cuisine, while others have teamed up with professional beauty brands to provide complimentary spa treatments.

The push to invest in airport lounges reflects a strategic drive to retain high-value customers and reinforce premium brand images. As seats and in-flight meals alone no longer set carriers apart, the ground-level space where passengers wait before boarding has become the new competitive arena.

Airport lounges are evolving from pre-flight waiting areas into brand touchpoints where airlines and card companies engage directly with customers. Airlines use them to deepen loyalty and strengthen brand experience, while card issuers leverage them to link premium products with overseas spending — a connection that begins the moment a traveler steps into the terminal.

Air France brings French culture to life through all five senses

Air France lounge at Los Angeles International Airport (left) and the long-haul lounge menu at Paris Charles de Gaulle Airport (right) [Air France]

For airlines, a lounge is a direct expression of brand identity. For first- and business-class passengers and top-tier frequent flyers, it is also the most tangible proof of elite membership benefits. Elevating and refining that space is no longer optional — it is essential.

Air France has reopened or refurbished its flagship lounges at major airports including Paris, Los Angeles, New York and London, weaving French cultural heritage into each space through designer furniture, signature fragrances, chef-collaborated menus and spa services. The approach combines fine dining, scent, design, art, wellness and digital technology to turn time spent at the airport into a travel experience in its own right.

Lounge entrances feature the airline's historic emblem — the winged seahorse — alongside its signature colors and brand posters. The Paris, London and Los Angeles lounges are furnished with pieces by French designers Pierre Paulin and Patrick Jouin. Throughout the Paris lounge, the air carries "AF001," a signature fragrance created by perfumer Francis Kurkdjian.

Food and beverage service centers on live cooking and chef collaborations. The Los Angeles lounge offers dishes prepared to order, while the long-haul lounge at Paris Charles de Gaulle Airport features a menu by Yves Camdeborde, widely regarded as a pioneer of French bistronomie.

Air France Clarins spa space [Air France]

Select lounges also house a dedicated Clarins spa. Guests can choose from three complimentary treatments: "Anti Jet-Lag," "Instant Detox" and "Focus Regard."

Air France has also opened tier-specific spaces. At Paris Charles de Gaulle, the first-class-only "La Première" lounge has been expanded to 1,000 square meters, offering menus by chef Alain Ducasse, a Sisley spa, and dedicated rest and work areas. The lounge also operates "La Première Suite," a private suite accommodating up to four guests and equipped with a bedroom, bathroom, individual patio and workspace.

Korean Air sets itself apart with traditional Korean crafts

Korean Air's next-generation flagship lounge at Los Angeles International Airport [Korean Air]

Korean Air has opened its largest overseas company-operated lounge — a next-generation flagship — at Los Angeles International Airport. The facility comprises two lounges: a first-class lounge and a combined Miler Club and Prestige lounge. Together they cover 1,675 square meters, a 27 percent increase over the previous space.

The design follows a "Modern Korean Luxury" concept that blends Eastern and Western elements. Natural light flows through the window layout, and the interiors combine wood and stone finishes. Traditional Korean crafts — including buncheong ware and moon jars — are displayed throughout.

The sixth-floor first-class lounge features two private rooms and an à la carte service where guests order from a menu prepared on demand. On the fifth floor, the Miler Club and Prestige lounge buffet includes a live station with an open kitchen where chefs cook in full view of guests.

The lounge also serves craft beers from the Los Angeles area and coffee made with locally sourced beans. The space is divided into a work zone, a family zone and shower facilities.

Delta Air Lines captures local landscape in a digital space

Delta Air Lines has opened a Delta Sky Club at Concourse B of Salt Lake City International Airport in Utah. The lounge accommodates up to 600 guests and offers views of the runway.

The design draws on Utah's distinctive terrain. The entry level features a geometric ceiling structure and terrazzo mosaic flooring, while the upper level uses wood and copper finishes. Works by local artists are displayed throughout.

A "Digital Immersion Wall" plays 4D footage of Utah's landscapes accompanied by natural soundscapes. A rest area fitted with velvet curtains and soundproofing is also available. Additional amenities include a circular beverage bar, nine soundproofed phone booths, a live-cooking food buffet and two drink stations.

Amex expands its exclusive Centurion Lounge network globally

Lounge at Hartsfield-Jackson Atlanta International Airport [American Express]

For card issuers, airport lounges serve a dual purpose: attracting customers willing to pay high annual fees and capturing overseas spending before they even board. The logic is that a card used in the lounge is likely to follow the traveler to duty-free shops, hotels and restaurants abroad. Running a proprietary lounge also allows a card company to reposition itself from a payment tool into a lifestyle brand that spans travel and leisure.

American Express is expanding its Centurion Lounge network for premium cardholders. The company now operates more than 20 locations worldwide, anchored by major US hub airports and extending to key international gateways including London Heathrow, Hong Kong, Mexico City and Buenos Aires.

Unlike typical partner lounges, American Express designs and operates the Centurion Lounge entirely in-house, controlling the facility and food and beverage program directly. Amenities include single-occupancy soundproofed phone booths for calls and video conferences, a wellness area with low lighting and recliner seating, and private shower rooms.

To handle growing demand, the Las Vegas Harry Reid International Airport lounge was renovated in 2025 and expanded by more than 50 percent. American Express is also developing a lounge at the international terminal of Tokyo Haneda Airport that will blend Japanese traditional crafts and culinary culture, and is building a new lounge at Salt Lake City airport.

Mastercard teams up with star chefs to launch airport dining

Interior of 'Taste by Priceless' [Mastercard]

Mastercard opened "Taste by Priceless," its first dining space in the Asia-Pacific region, at Terminal 1 of Hong Kong International Airport on Aug. 10. The venue combines culinary storytelling, collaborations with local celebrity chefs and immersive design, and is broadly classified as a specialized form of airport lounge.

The dining space is open to Mastercard's top-tier "World Elite" and "World" cardholders. Guests can enter up to three hours before departure without a reservation by presenting their boarding pass, identification and physical card, and pay a preferential admission rate. Once inside, they receive a complimentary meal — including a chef's recommended set course, dessert and beverages — at no additional charge.

Guests choose between "The Counter," a more private setting, and "The Cove," a relaxed lounge-style area. Mastercard will offer menus drawing on Asian and Western cuisine with Hong Kong seasonal ingredients, and plans to add its own signature desserts and cocktails.

Joyce Bo, Mastercard's senior vice president for core payments in the Asia-Pacific region, said airports are no longer mere transit points but an important part of the journey itself, with more travelers arriving early to enjoy distinctive experiences. "Taste by Priceless will transform airport waiting time into a meaningful culinary experience, while giving our partners an opportunity to elevate the premium customer experience and deliver greater value," she said.

terry@heraldcorp.com