U.S. Airlines Are Making Their VIP Lobbies Even More Posh
Photo Credit: United Airlines has been investing in its special lobbies for its most lucrative customers. Its new one in Los Angeles, pictured above, opened in June. United Airlines
Skift Take
No, these special airline VIP lobbies are not new. But all three full-service U.S. airlines are investing in them, with each trying to one-up the other. If you're a regular coach customer, you likely don't care. But if you have access to these lobbies, you're probably pleased.
Global Services members at United Airlines — that's the highest elite level — often fly more than 100,000 miles per year, and they usually spend tens of thousands of dollars on airfare. For their loyalty, they receive many perks, including a dedicated phone reservations line, free first class upgrades, and occasional airport transfers in a Mercedes, perhaps from one gate to the next for a connecting flight.
But until recently, at Los Angeles International Airport, where high-value customers have lofty expectations, United's best customers went from a typical check-in area to the security line like everyone else. That's not a big deal, since Global Services customers likely have TSA PreCheck, but they still had to wait to see an officer for an identification check.
No longer. In June, United opened a snazzy new lobby in Los Angeles, and customers in Global Services — an invitation-only level designed for big spenders — now go from a new private check-in area to the front
