The aviation industry is a tricky one to play in right now. Against a perfect storm of multiplying competition, the proliferation of innovative digital technologies, paper thin margins, and a loyalty ecosystem increasingly defined by emotional connection, just how are the airlines of the world meant to stand out? There’s no doubt the dynamics around the landscape of flying are changing, too. Travellers today are much more safety-conscious and focused on their wellbeing – they want a travel experience that is more comfortable and relaxing.

To counter all those challenges, some brands are finding a solution on the ground. Airport lounges.

Here, our Industry Analyst Simon Hall speaks to Virgin Atlantic’s Head of Clubhouses Rami El-Dahshan about the importance of these spaces and the work he and his team are doing to ensure they are best-in-class.

We dive into:

• How the travel landscape, and travel behaviour, has changed compared to five years ago
• The unique business model of airport lounges
• The fundamental principles of best-in-class customer service in the travel space today
• How Virgin Atlantic is attacking its ESG targets
• How to approach building loyalty amongst travellers