The rise of ultra-luxury salons, with fine arts, Michelin star menus and BMW focused on the driver
The world of travel has changed considerably during the pandemic. Due to the passengers concerned with their health, superior quality courses and private jets both had an increase in customers, which continued long after the abolition of restrictions.
Returning to the way you travel is difficult once you feel a business class or the relative tranquility of an airport show. All of this has made airline salons more and more congested and less peaceful than before.
Airlines have attempted to rectify problems by removing access to the show for customer groups or, in the case of British Airways, which makes it difficult to reach for most leisure travelers.
Meanwhile, rich passengers have found their own solution with ultra-luxury private salons and even separate terminals.
These new experiences have been developing in the United States for some time, and now the concept has spread to Europe and, in particular, in the United Kingdom.
Exclusive airport areas offer a different world from the standard airport show with its tired buffet and cheap drinks. No expense is spared for privileged passengers, who can expect food by famous chefs, private security and cars focused on the driver at their plane.
In the United States, ultra-luxury options include hiring an entire follow-up to the Guardia with three private rooms and a dedicated server in the Sapphire fair reserve.
In addition to a welcome caviar service and a New York Wine Bar Parking wine card, customers can enjoy a menu on the Jeffrey grocery store. Even the adjoining bathroom offers a high spa -shaped experience with Augustinus Bader amenities. Prices start from $ 2,200 for the smallest suite, which can take four people. The consequences are even more exclusive, because you must be a SAPHIR reserve card holder to reserve them.
Even more exclusive are PS private terminals located in Los Angeles and Atlanta.
These offer different levels of service, the entry-level level offering access to the General Show and shared transport from the terminal to your commercial flight for only $ 1,095. If you want more privacy, there is also the option of a private suite, which is perfect for a group or those with pets. All options include recording and customs in the terminal.
The Windsor suite of London Heathrow has long been the reserve of royalty and superstars.
Heathrow was the first to offer airport VIP service in the early 1960s, initially serving diplomats and royalties exclusively.
Later, he became a paid suite in 2009, ready for the London Olympic Games.
The continuation recently had an upgrade of 3 million pounds sterling ($ 3.9 million), which took eight months.
Now named Windsor by Heathrow, the private terminal is proud of its discretion for high -level guests, but is open to all those who can afford.
With prices from £ 3,812 (VAT INC) for a maximum of 3 people, the luxury service offers a unique “door to door” experience, with an all -electric BMW focused on the driver who takes guests at the door of their plane.
The show consists of eight suites for the ultimate intimacy which has been redesigned with British brands such as Tom Dixon and Axminster Carpets.
Perhaps the most unusual characteristic of Windsor’s suite is that it is coupled with a private art gallery, presenting artists worthy of a museum of British artists such as David Hockney, Tracey Emin and Francis Bacon, as well as American icons like Andy Warhol.
Customers can also taste exclusive catering options from Michelin Jason Atherton, including a new British butter -butter dish quintessely with praline cream, Earl Gray tea ice cream, custard and charred mandarin sauce.
Heathrow celebrated a record year in 2024 with 83.9 million passengers in 2024, 3 million more than the previous 2019 record.
Charlotte Burns, VIP now in Heathrow, said: “Heathrow’s Windsor is more than a simple change of brand, it is a testimony to our heritage in luxury pioneers. Of our interiors carefully organized at our British service.
Paris Charles de Gaulle has also tried to attract premium customers far from its Heathrow rival with the launch of a new recording and a new fair for first class passengers.
The concept was to provide an entirely private and seamless experience to first class customers, including luggage assistance and a new recording area with two private fairs for even more intimacy.
Next comes a dedicated private road, via security checkpoints. Once in the main living room, Los Angeles customers can now book optional suites with a butler, a spacious living room, a bedroom with a double bed, a bathroom and even an outdoor patio.
Air France has also unveiled its new first class suites the Premiere, which includes five windows, an Air France exclusivity, a seat and a lounge chair which turn into a real 2 meter bed.
Meanwhile, at Manchester airport, the last participant of the scene is Aether, which is a completely private terminal, which makes the experience similar to fly from a private jet terminal. Aether opened in 2024 after the previous reiteration of a closed private terminal during the pandemic.
A large bonus with Aether is that if you want to bring your car, you can go to the private terminal and go through all the administrators of the normal airport, such as recording and safety, in the building.
This not only reduces the stress of the airport experience, but also considerably reduces the time necessary to carry out formalities and go to the terminal.
The guests are taken to a lounge area by their host, who guarantees that they will arrive at their flight exactly at the right time. Meanwhile, they can taste seven dishes by Adam Reid, the award -winning chef and renamed to Adam Reid to the French.
Even security within ATHER is a premium experience because it will be completely closed for each person or travel group. Finally, you will be taken to the driver in a BMW at your door or to your plane.
Unlike many of its rivals, the Aether experience is accessible for many budgets, with prices from £ 90 ($ 118) per person for the express package for those who have just cabin bags.
This gives access to go directly through the private terminal. “Inclusive” is for those who have cabin bags or saved and can be used at the start or arrival. This gives customers the full offer, including food, drinks and even a private driver on their plane.
A spokesperson for Manchester airport said: “Here at Manchester airport, we are proud to connect the north to the world via our network of roads in constant increase of more than 200 destinations – more than any British airport outside London.
“One thing we have seen in recent years is that despite pressures on household budgets, people really appreciate their vacation and prioritize them; We have actually seen more people choose to raise their airport experience by choosing to use our salons – and now they can go further and choose to fly in Aether.
“Aether is an incredibly exciting addition to the range of premium options available here at Manchester airport, and it’s great to see how it has already been received.”
With impressive installations arising in airports, it remains to be seen if the passengers will make the loyalty programs increasingly difficult to reach with crowded terminals and will rather pay for premium salons or private terminals. For many business travelers, the choice of the best schedule and the fact of being assured of an efficient and relaxing experience will prevail over all the advantages of status.
