What It Takes to Build the Perfect Premium Airport Lounge

Colin Nagy, head of strategy at Fred & Farid, a global advertising agency, writes this opinion column for Skift on hospitality, innovation, and business travel. “On Experience” dissects customer-centric experiences and innovation across hospitality, aviation, and beyond.  As friction is being removed from the check-in process and security with programs in the United States including Clear and Pre-Check (as well as their local counterparts), travelers are increasingly spending less time at airports before they fly. But the role of the lounge is still important as a brand differentiator and as a way to coddle premium passengers who are vitally important to revenue. But not all lounges and experiences are c