The Innovation That Airport Lounges Really Need
Priority Pass Private highlights the industry's real challenge—and opportunity
Managing airport lounge access for millions of members across 1,700+ locations is an extraordinary challenge. Priority Pass has navigated this brilliantly for over 30 years, democratising premium airport experiences and building the world's largest lounge network. But their success has created a paradox: lounges are often at capacity during peak travel periods.
Last week, they revealed their next innovation: Priority Pass Private, an invitation-only service featuring private terminals and expedited security at 76 airports worldwide. While this addresses one market segment, we believe the real innovation opportunity lies elsewhere entirely.
The Success Creates the Challenge
Priority Pass transformed the airport experience. What began as an exclusive perk became accessible to millions through credit card partnerships and corporate memberships. The 31% increase in lounge visits in 2024 alone demonstrates the incredible demand they've unleashed. At LoungePair, we have witnessed a 59% increase in lounge pass purchases in Q3 2025 alone.
But success at scale creates complexity. Industry observers note that lounges regularly hit capacity during peak hours. We experience the same firsthand. The current challenges facing the industry include:
Capacity constraints during peak travel hours
Additional access requirements at some locations
Advance reservations needed at popular venues
Access limitations when facilities reach capacity
Limited alternatives when primary lounges are full
The very accessibility that made Priority Pass successful has created new challenges for the entire lounge industry.
A Market Reveals Itself
Priority Pass Private represents market segmentation in action. The offering packages existing airport services exclusively:
Personalised meet and assist services
Private VIP lounge access
Airside chauffeur transfers
Expedited security and immigration
Available at 76 airports globally
By creating a separate tier for private banks and wealth management firms to reward their clients, Priority Pass acknowledges what the market has been signalling: one size no longer fits all.
As Ben Schlappig from One Mile at a Time observed: "It's not intended to scale for volume." Different travellers have fundamentally different needs, and Priority Pass recognises the need for differentiated experiences.
The Real Opportunity
Priority Pass Private inadvertently highlights something important: while the industry excels at creating premium experiences, managing demand during peak times remains a challenge. When lounges reach capacity, guests currently have limited recourse.
This isn't about the model being broken. Lounges work well for most travellers, most of the time. The issue is peak periods when demand exceeds supply.
Travellers deserve quality experiences, and that's where innovation should focus. The opportunity isn't just about exclusive spaces but about ensuring quality alternatives are always available to guests.
It is akin to ensuring that every passenger reaches their destination comfortably, regardless of which cabin they're in.
What This Means for Everyone
The launch of Priority Pass Private signals a broader shift in premium travel services. Opportunities the industry must pursue include:
Real-time capacity information relayed before guest arrival
Restaurant partnerships with guaranteed seating at preferred rates
Dynamic routing to available amenities
Transparent pricing for alternative options
Automatic activation of backup options during peak times
These opportunities extend beyond lounges to include airline facilities and other airport amenities that could provide quality experiences when traditional options are full.
Quality airport dining with immediate availability can be preferable to waiting. Technology can enable transparency about what's actually available, when, and at what cost.
Every restaurant seat, workspace, meeting room, and comfortable waiting area could become part of an expanded definition of premium airport experiences. The challenge is connecting travellers to these alternatives seamlessly.
The Industry's Future
Priority Pass Private proves the market can support multiple solutions. Segmented offerings across the industry show everyone recognising this evolution.
But the biggest opportunity lies in solving for the majority. When someone approaches a full lounge, what happens next? The answer to that question will define the next chapter of airport experiences.
This isn't an easy problem to solve, which might explain the current focus on exclusive offerings, or building new lounges. But whoever develops comprehensive overflow solutions will transform travel for millions.
As the industry evolves, the best airport experience won't always be the most exclusive one. Sometimes it's simply the one that's available when you need it, transparent about what it offers, and honest about what it costs.
The two-tier future is here. The question is: who will build something meaningful for the tier that currently needs it most?
Editorial Opinion from Daniel Kinnoch, Co-Founder and CEO of LoungePair