Priority Pass, a leading independent airport lounge programme, is offering a new suite of member benefits including digital membership cards as well as new membership offers coinciding with the launch of a new smartphone app and website.

Priority Pass offers its members access to more than 850 lounges including premium airport lounges at Dubai International Airport, Al Maktoum International Airport, Abu Dhabi International Airport as well as the recently announced ‘Aspire, the Lounge and Spa at LHR T5’ – the first independent airport lounge at London Heathrow Terminal 5.

“The new contemporary brand identity reflects the changing needs and expectations of the frequent flyer and was created following extensive member research,” said Stephen Simpson, Global Marketing Director, Lifestyle Benefits at Collinson Group – provider of the Priority Pass programme.

“Priority Pass’ new offering exceeds the expectations of our members, clients and partners and we feel the added benefits will be of particular interest to UAE travellers who value convenience and superior service. We’re committed to maintaining our market leadership and the new proposition means that Priority Pass has the technology, processes and tools required to deliver a superior travel experience, every time.”

“This is our broadest product improvement to date, with a brand new website, smartphone apps and rejuvenated brand, along with a product roadmap outlining continual product improvement,” he said.

Priority Pass is offered as a valuable benefit in many companies’ reward programmes, including banks, credit card providers, telecoms operators and consumer brands. The Digital Membership Card, new marketing resources and member offers will enable Priority Pass clients to tailor the rewards they offer their customers.

The responsive website prioritypass.com has a new look and enhanced functionality, while the Android, Blackberry and iOS smartphone apps have been updated. Additionally, for the first time, members can now take advantage of a new Digital Membership Card, which offers simple, speedy access to most lounges in the Priority Pass programme via any smartphone or tablet.

“The new look membership cards acknowledge the brand’s premium positioning while the addition of new travel, golf and car rental offers ensures members can realise the value of their Priority Pass beyond the lounge,” said Simpson.

“Priority Pass’ focus groups and member data highlight how travellers prefer to enhance their travel with benefits such as lounge access, concierge services and exclusive experiences at their destinations. Many members see lounges as a valued refuge from increasingly busy airports and a benefit they enjoy sharing with friends, family and colleagues as guests.”

“This is particularly evident among a young, affluent and culturally diverse group of ‘Conspicuous Consumers’ who appreciate the convenience and status of airport lounges and expect everything, including airline tickets and exclusive membership services, to be available digitally 24/7. The new Priority Pass Digital Membership Card and smartphone apps particularly resonate with this audience,” he added. – TradeArabia News Service