Exclusivity is one of the most powerful tools that airlines have, and as time goes on, more and more of them are putting a focus on creating experiences, rather than just a way to get from A to B.
Exclusive Experiences are Becoming a Major Selling Point for Airlines
Airlines are now introducing more private terminals, invitation-only lounges, and chauffeur transfers as a way to stay competitive. It’s not just airlines that are embracing exclusivity either. Hotels offer private club floors with concierge services, and luxury cruise lines also offer exclusive restaurants or pools.
Ticket platforms like Ticketmaster also sell VIP packages for certain ticket holders. In retail, it’s not uncommon to see book stores like Waterstones secure exclusive editions of books that cannot be found elsewhere.
Streaming is also an example. Netflix have their Netflix Originals category, which includes Bridgerton, an exclusive show to the platform. In iGaming, titles like Even Bigger Bananas 2 slots online can also be exclusive to certain platforms, with company branding added to make titles feel more unique.
By securing exclusive slot titles like this, it becomes possible to offer an experience unlike any other, and this is something that airlines are starting to focus on more and more. Over the years, exclusivity has evolved far beyond luxury. It’s about creating stronger customer loyalty as well as making sure that brand value is sustained going into the future.
UK Airports that are Leading the Trend
Manchester Airport is taking luxury to another level by operating a completely separate, exclusive terminal. Guests here can take advantage of personalised check-ins, private security screening and even BMW transfers.
No1 Lounges at London Heathrow and Birmingham Airport also combine dedicated workspaces with television lounges and runway views, which help people to seek more comfortable flight experiences. The British Airways Concorde Roomis available to Gold members, and a single guest, if they were to accompany the primary traveller.
Perks like this unlock when flyers accumulate 65,000 tier points in a single year and 40,000 points every year after. Other initiatives like the United Polaris Lounges are also tightly restricted and only reserved for top-tier members or first-class passengers. Companies like PS have also taken things one step further by allowing guests to clear private security while being driven to the aircraft.
By countering demand with ultra-exclusive spaces, it’s possible for airlines to gain a competitive advantage while making sure that they don’t compromise the experience for infrequent flyers.
This kind of initiative encourages more business flyers, as they tend to benefit most from fast security clearance and chauffeur transfers. As perks like this tend to unlock when flying miles are accumulated, it’s evident that airlines are taking steps to make business flyers more comfortable while making the experience feel more premium.
Even though some exclusive experiences can be paid for, such as by those who fly first-class, it’s evident that airlines are undergoing a pivotal shift right now, and are trying to find new ways to meet the needs of their user base.
