Culinary excellence is a draw for airport lounge customers, finds survey
A study of travelers by Sodexo Live and YouGov concludes that the quality of food, beverage, and hospitality has a significant impact on the guest experience.
“They’re an extension of an airline’s or card issuer’s brand, and every part of the experience shapes how travelers see it. Food and beverage play a central role in bringing that experience to life.”
Airport lounges are becoming increasingly important for travelers, and as a result, the competition is heating up to provide the best experience. Food, beverage, and hospitality play a significant role in that experience, finds a recent survey conducted by Sodexo Live and You.Gov.
The study surveyed 2,166 air travelers across the U.S. and U.K. who had flown first or business class and/or visited an airport lounge within the previous year. The key findings reveal how expectations have changed.
• While the priority for 45% of travelers is a comfortable, uncrowded space, 28% are seeking culinary excellence, including award-winning chefs and tableside service. And 30% desire attentive service as part of a premium lounge experience.
• Expectations change throughout the day. More than 50% of travelers want self-service buffets filled with quality choices throughout the day, but by dinner, first and business class travelers are looking for table service and made-to-order dining.
• Breakfast is the most consistent across all markets and traveler types. Morning lounge visitors want light, fresh, healthy food that’s quick and easy to access.
• Among economy-cabin lounge patrons, 36% of U.S. travelers want local foods and flavors at lunch and dinner, while 40% of U.K. travelers prefer indulgent options at dinner. Locally inspired food and beverage create a stronger connection to the destination, while made-to-order dishes give travelers more choice.
• Travelers are more willing to try a new drink than a new dish. The data suggests that beverages offer room to introduce something new, from signature cocktails and local beers to specialty coffees and creative alcohol-free drinks. Travelers expect complimentary drinks, but they’re willing to pay for something distinctive.
“Airport lounges have become much more than a place to wait for a flight,” said Suzy Kitcher, CEO Global Airport Lounges, Sodexo Live, in a statement. “They’re an extension of an airline’s or card issuer’s brand, and every part of the experience shapes how travelers see it. Food and beverage play a central role in bringing that experience to life.”
Airport lounges now welcome a much broader group of people. In the past, elite travelers were the primary audience, but now 63% of lounge guests in the U.S. and 68% in the U.K. are not traveling in business or first class.
