Lounge strategy 2026 : What airports executives should rethink

For a long time, air travel was mainly judged by the onboard experience: seat comfort, service quality and punctuality. Today, passenger expectations go beyond the cabin, making every step from check-in to boarding a strategic value lever for airports and airlines.

In this context, airport lounges now play a much larger role. Previously accessible mainly to business-class travellers, top-tier customers and VIP passengers, they have become more accessible through premium bank cards, loyalty programmes and specialised memberships. Their appeal is no longer based only on status, but increasingly on the pre-flight experience they offer.

The global airport lounge market was valued at USD 19.77 billion in 2025 and is expected to reach USD 21.79 billion in 2026, with forecasts reaching USD 63.36 billion by 2034. This growth highlights the increasing strategic importance of lounges, which are now used by airports, airlines and third-party operators to enhance customer satisfaction, strengthen loyalty and generate additional revenue opportunities.*

*(Source: Fortune Business Insights)

A strategic touchpoint in the passenger experience

Airport lounges have become a strategic asset capable of strengthening an airport’s commercial performance, brand image and competitiveness. Travellers no longer focus only on their flight, but on their entire journey through the airport. 

They offer:

- A quieter space to relax

- More comfortable seating

- Wi-Fi

- Work areas

- Greater privacy

- And, in some cases, family-friendly spaces

Offering these benefits is therefore no longer just about passenger service. These features increase the perceived value of the lounge and can become real economic levers by attracting frequent travellers, strengthening their loyalty and supporting premium offers.

This evolution is already visible in practice with our client, Aéroports de la Côte d’Azur, which Moment supports in the transformation of its VIP lounges through digital services designed to make the passenger experience more seamless, connected and engaging.

They Influence Flight Choices

Lounges are no longer simply appreciated after a ticket is purchased: they now influence the buying decision itself.

47% of American passengers plan their itinerary based on access to their favourite lounge, according to J.D. Power. Many travellers choose their connection or airline while considering available lounge benefits. For frequent or business travellers, comfort, time savings, and the ability to work carry real value.

Lounges have therefore become a loyalty tool and a key differentiator for both airlines and airports.

Banking partnerships are reshaping lounge access

Access to airport lounges used to depend mainly on travel class, loyalty status or a premium ticket. Today, it is increasingly driven by partnerships between banks, card networks and specialised operators. JPMorgan Chase, for example, developed the Chase Sapphire Lounges to offer its premium customers privileged access in several airports.* Even some economy-class passengers can now access lounges through high-end bank cards, loyalty programmes or networks such as Priority Pass and Centurion Lounges.

However, this democratisation also brings new challenges. The growing number of eligible travellers puts more pressure on lounge capacity and makes passenger flow management more complex in some airports. In response, several industry players have already announced stricter access conditions from 2026, in order to better control occupancy and preserve service quality.

Airport lounges have undergone a quiet but profound transformation. Once exclusive enclaves reserved for a privileged few, they have evolved into strategic touchpoints that shape passenger choices, reinforce brand loyalty, and redefine the airport experience as a whole. As premium cards, loyalty programmes and banking partnerships continue to broaden access, the lounge is becoming as decisive as the flight itself.

For airports and airlines, this shift is both an opportunity and a challenge that calls for smarter, more connected spaces. This is precisely where Moment steps in: by bringing digital intelligence to lounges, Moment helps transport players transform waiting time into a valuable experience and a genuine competitive advantage.

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