The rise of a super luxurious lounge with fine art, Michelin starred menus and driver-driven BMW
The world of travel has changed immeasurably during the pandemic. Both Premium Class and Private Jets experienced an increase in customer numbers as passengers are concerned about their health.
Experience the relative tranquility of business class and airport lounges makes it difficult to get back to how you were traveling. This has made airline lounges more crowded and more peaceful than before.
The airline has tried to correct the issue by removing lounge access for its customer groups and, in the case of British Airways, it has made it difficult for most leisure travelers to achieve status.
Meanwhile, wealthy passengers have found their own solutions in the ultra-luxurious private lounge and separate terminals.
These new experiences have grown within the US for some time, but now the concept has spread to Europe, particularly the UK.
The exclusive airport space offers a different world than standard airport lounges with tired buffets and cheap drinks. There is no cost for privileged passengers. Privileged passengers can expect celebrity chefs, private security and drivers to eat by car that reaches the aircraft.
In the US, ultra-luxurious options include hiring the entire suite at La Guardia, featuring dedicated servers in three private rooms and a reserve suite with sapphire lounges.
In addition to New York’s Wine Bar Purcell’s welcome caviar service and wine list, guests can enjoy a la carte menu from Jeffrey’s Grocery. Even ensuite bathrooms enhance the spa-like experience with Augustine Bader amenities. Prices start at $2,200 for the smallest suite and can be taken by four people. The suite is even more exclusive. Because you have to be a sapphire spare card holder to reserve them.
Even more exclusive are the PS Private Terminals in Los Angeles and Atlanta.
These offer a variety of levels of service, with the entry level offering general lounge access and shared transport from terminals to commercial flights for just $1,095. If you want more privacy, there are also private suites options that are perfect for groups and pet groups. All options include terminal check-in and customs.
The Windsor Suite in London Heathrow has long been a royal and superstar sanctuary.
Heathrow was the first to provide airport VIP services in the early ’60s, initially providing exclusive services to diplomats and royals.
Then it became a paid suite in 2009 and was ready for London Olympic.
The suite recently had a £3 million ($3.9 million) upgrade, which took eight months to complete.
Now, the private terminal, named Windsor by Heathrow, takes pride in the discretion of famous guests, but is open to those who can afford the fee.
Prices for up to three guests start at £3,812 (INC VAT), while luxury services offer a unique “door-to-door” experience.
The lounge consists of eight suites for ultimate privacy redesigned with British brands such as Tom Dixon and Axminster Carpets.
Perhaps the most unusual feature of the Windsor Suite is that it doubles as a private art gallery, featuring art worthy of museums by British artists such as David Hockney, Tracey Emin and Francis Bacon, and American icons such as Andy Warhol.
Guests can also sample Michelin-starred chef Jason Atherton’s exclusive fine dining options, including a new typical British signature dish of butter shortbread with praline cream, Earl Grey Tea Ice Cream, custard sauce and burnt mandarin.
Heathrow celebrated a record year in 2024 with 83.9 million passengers, 3 million more than the previous 2019 record.
Heathrow’s VIP lead, Charlotte Burns said: “Heathrow’s Windsor is more than just a brand, and is a testament to its legacy of pioneering luxury travel.
Paris Charles Degaard is trying to separate premium customers from rival Heathrow with the launch of a new LA Premium Check-in and lounge for top-class passengers.
The concept was to provide a completely private and seamless experience for top-class customers, including luggage assistance and a new check-in area with two private lounges for privacy.
Then there is a dedicated private route through security checkpoints. Once in the main lounge, LAP remière customers can now book an optional suite in a bedroom with a butler, spacious living room, double bed, bathroom and outdoor patio.
Air France has also unveiled a new LA Premier First Class suite featuring five windows, Air France exclusive, seating and a chised long that transforms into an actual 2-meter bed.
Meanwhile, at Manchester Airport, the latest participants on the scene were etherIt is a completely private terminal and has a similar experience to flying from a private jet terminal. Ether opened in 2024 after previous iterations of private terminals that were closed during the pandemic.
A big bonus with ether is that if you want to bring your car, you can drive to the private terminal and pass all the regular airport managers, including check-in and security in the building.
This not only reduces the stress of the airport experience, but also significantly reduces the time required to complete the procedures and reach the terminal.
Guests are taken to the lounge area by the host. The host ensures that you will make your flight at the exact right time. Meanwhile, they can sample a 7-course menu by Adam Reed, a well-known award-winning chef of France’s Adam Reed.
Even security within Aether is a premium experience as each person or travel group is completely closed. Finally, you will be driven by a driver at a BMW to your gate or aircraft.
Unlike many of its rivals, the Ether Experience is accessible on many budgets, with the price of an Express Package for people with only cabin bags starting from £90 ($118) per person.
This allows access to pass directly through the private terminal. “Comprehensive” is for those who have either a cabin or a check bag and can be used either on departure or arrival. This will provide guests with the complete product, including food, drinks and even private drivers to the aircraft.
A Manchester Airport spokesperson said: “Here at Manchester Airport, we are proud to connect the North to the world through a growing network of more than 200 destinations, rather than the UK airport outside London.
“One of the things we’ve seen in recent years is that despite the pressure on household finances, people really value and prioritize their holidays. We’ve actually seen people choosing to enhance their airport experience by choosing to use our lounge.
“Ether is a very exciting addition to the range of premium options available at Manchester Airport and it’s great to see how well it’s already received.”
With the airport’s impressive facilities being created, it is still unclear that passengers will abandon their more difficult loyalty programs in busy terminals and instead pay for a premium lounge or private terminal. For many business travelers, choosing the best schedule and ensuring an efficient and relaxed experience will outweigh the benefits of any status.