Plaza Premium Group elevates pre-flight journey with immersive lounge experiences
Pascal Belanger, Senior Vice President of the Americas at Plaza Premium Group
As travellers seek more than just transit through airports, Plaza Premium Group (PPG) has transformed its lounges into immersive spaces that offer comfort, wellness and a touch of local flavor. This shift caters to a growing trend of travellers looking to make the journey itself a memorable part of the trip. Pascal Belanger, Senior Vice President of the Americas at PPG, tells PAX International how the group’s lounges are enhancing the airport experience.
PPG’s lounges have always welcomed all travellers, but with a shift in demand, they are now seeing a growing number of leisure travellers embracing premium travel experiences, leading to a more diverse range of passengers.
“We’ve seen a real shift in lounge demographics,” Belanger notes. “It’s no longer just business travellers. The lounge experience has become part of the journey itself, rather than just a place to wait before boarding.”
Plaza Premium has responded to this shift by developing a value proposition that resonates with the modern traveller.
Plaza Premium Group is seeing a shift in demand as leisure travellers embrace the luxury lounge experience
“People are starting to see the value beyond just the price of access,” says Belanger. “Our lounges transform the airport experience by offering a place to unwind, enjoy locally inspired meals and refresh before the flight.”
The group’s lounges include features designed to give travellers a sense of place, drawing on local cultures and flavors. Launched last month, PPG’s “Proudly Local” initiative showcases the best of the lounge location’s unique culture through food, beverage, art and tradition.
The project made its debut in Canada’s Toronto Pearson International Airport, where the lounges were reimagined to reflect the spirit of the city, with locally sourced ingredients and brands taking centre stage.
Meanwhile In Brazil’s São Paulo lounge, visitors can savour Brazilian crepes made at live-cooking stations, an experience that attracts both locals and international passengers.
The lounges offer a quiet and calm atmosphere for travellers to eat, relax, conduct meetings pre-flight and more
And at LHR, Proudly Local invites travellers to try authentic British classics including “Victoria Sponge,” “Cottage Pie,” “Pimm's” and Gin & Tonic made with locally distilled Bombay Sapphire and London Essence. An array of international cuisines and complimentary drinks are also available at the buffet station. During festive periods, the lounge will transform into a festive hub, celebrating local traditions and customs.
“Creating a local touch in each lounge is high on our list,” Belanger explains. “It gives passengers something unique, something they might not get anywhere else.”
With the post-pandemic shift towards health and wellness, Plaza Premium has also integrated wellness-focused menus into its lounges.
“We know our guests are more mindful of what they eat and how they feel while travelling,” Belanger says. “Our chefs work closely with our culinary team to develop health-conscious menus that cater to diverse dietary needs and reflect local flavors.”
Privacy and space, especially following the pandemic, have become crucial components of the lounge experience.
Food and drink is available in the lounges, to adding to the luxury experience
“People still want personal space and a quiet area to work or relax,” Belanger says, pointing out that social distancing has left a lasting impact on traveller preferences.
PPG’s lounges offer secluded spaces where guests can enjoy a meal, concentrate on tasks, take calls, or simply relax without the bustle of a crowded terminal.
As sustainability increasingly becomes a priority for travellers, PPG has committed to meaningful environmental initiatives. From waste reduction to sustainable food sourcing, the group is working to balance luxury with eco-conscious practices.
“Wasting food is something we’re addressing head-on. Live cooking stations, for example, allow us to portion meals directly, which helps minimize waste,” Belanger notes. PPG has a global head of Environmental, Social, and Governance (ESG) to ensure that sustainability remains a core part of its operations.
Plaza Premium Group says privacy and personal space continues to be important to travellers post-pandemic
Looking forward, Plaza Premium Group aims to enhance personalization in its lounges, blending automation with human interaction. Increasing self-service options will allow for efficient access, while guest service officers and bar staff create a welcoming atmosphere.
“Smiles are free,” Belanger says. “We believe in curating special experiences, and our people play a huge part in making each visit memorable.”
By focusing on creating immersive, wellness-centered and memorable lounges, Plaza Premium Group has redefined what travellers can expect from the airport experience.
As Belanger concludes, “It’s all about making that disposable time between security and boarding truly enjoyable.”
