In the past years, airports have transformed from mere logistical hubs into facilities with integrated experiences. At the core of this change is the rise of airport lounges.
A pioneer in airport hospitality, Plaza Premium Group recently teamed up with Numero Uno, a premier regional supplier of caviar and select gourmet foods. This makes them the only provider of caviar service in airport lounges in the Middle East.
In this interview, Song Hoi See, founder and CEO, discusses this landmark partnership and shares plans for the future.
Plaza Premium Group recently announced its partnership with Numero Uno. Could you elaborate on how this partnership fits Plaza Premium Group’s long-term vision of elevating the in-lounge dining experience?
At Plaza Premium Group, our commitment is to redefine and elevate the in-lounge dining experience for our guests. Our partnership with Numero Uno, a premier supplier of caviar and gourmet foods, marks a significant milestone in achieving this vision.
By introducing Numero Uno’s exceptional caviar into our lounges, we are not just enhancing our culinary offerings but setting a new global standard for luxury and indulgence in airport hospitality. This collaboration also perfectly aligns with our Infinity Room Experience, an ultra-premium lounge concept that we are rolling out.
With this partnership, Plaza Premium Group becomes the sole provider of caviar service in Middle Eastern lounges. How do you see this move influencing competition and innovation in the airport lounge hospitality sector?
This partnership positions Plaza Premium Group as the exclusive provider of caviar services across Middle Eastern airport lounges. This sets a new benchmark for luxury and excellence in the region.
The MENA region is the fastest-growing region for affluent travelers. By offering this unique and high-end dining experience, we are evolving as pioneers in the market and are continuously exceeding travelers’ expectations. This move not only raises the standards for airport hospitality but also compels our competitors to innovate and enhance their offerings. In addition, it reinforces our leadership in the sector and drives a wave of creativity and improvement across the industry. Moreover, it fosters a culture of continuous innovation.
This dynamic will also benefit travelers, who can expect more diverse, refined, and luxurious experiences in airport lounges worldwide. We believe that our approach will inspire others to push the boundaries of what is possible in airport hospitality. This leads to a more vibrant and competitive market that prioritizes excellence and customer satisfaction.
Can you tell us more about the Infinity Room Experience and how it differentiates from your other lounge offerings? What exclusive services and experiences can guests expect?
Debuted this June in Hong Kong, the Infinity Room Experience is a distinctive “Lounge within Lounge” concept. It offers an unparalleled dining experience that combines elegance, exclusivity, and exceptional service for elite travelers. Recently renovated and reopened, the Infinity Room boasts a modern interior adorned with contemporary artworks, creating a visually stimulating ambiance. This luxurious and immersive environment allows guests to indulge in a world-class culinary journey.
What sets the Infinity Room apart is its meticulously curated culinary experience. It features a delightful blend of locally inspired specialties, international delicacies, and a refined selection of beverages, including wines, spirits, and juices. Throughout the day, the Infinity Room elevates the gastronomic experience with luxury high tea in the afternoon, tantalizing tapas in the evening, and decadent desserts.
Additional amenities include shower room facilities and neck and shoulder massage options. To further enhance the experience, guests can utilize our ALLWAYS Meet & Greet service, which includes buggy transfers, for a seamless and truly luxurious experience. While this is only currently available in Hong Kong, we plan to expand it globally to key locations within our international lounge network.
Are there plans to collaborate with other gourmet brands to create a more expansive menu offering?
Yes, we are actively exploring collaborations with renowned gourmet brands to expand our menu offerings. We are excited to announce our plans to collaborate with Numero Uno to further elevate the dining experience of our guests. This partnership will introduce unique gourmet selections that highlight the best of both brands. From meticulously crafted appetizers to indulgent main courses, every dish will be designed to captivate the palate and offer a truly world-class culinary journey.
Moreover, these collaborations will enable us to host special dining events and themed culinary experiences, further enhancing the luxurious and immersive environment of our lounges.
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How do you foresee the evolution of airport lounge experiences in the next decade?
The evolution of airport lounge experiences in the next decade is poised for remarkable transformation, driven by technological advancements and travelers’ changing expectations.
With the post-pandemic travel boom ongoing, travel retail will likely surpass $117 billion in global sales by 2030. This surge in travel retail indicates a significant increase in passenger footfall and the demand for premium services.
In the United Arab Emirates, the Travel & Tourism market is expected to witness exceptional growth. The UAE has secured first place in the Middle East and North Africa region and 18th place globally in the Travel and Tourism Development Index released by the World Economic Forum. In 2024, the market is also projected to generate revenue of $1,447 million, with an expected annual growth rate of 2.99 percent between 2024 and 2028. The UAE’s tourism industry is also projected to account for 12 percent of the country’s GDP, equating to AED236 billion.
As we look to the future, airport lounges will increasingly become destinations in their own right, offering more than just a place to rest. The integration of technology will enable more seamless and personalized experiences, making travelers feel recognized as individuals. This evolution will also see a greater focus on sustainability, aligning with global trends and traveler preferences. Customization will be key as lounges transform into experiential spaces where the emphasis is on optimizing time and maximizing experiences.
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