April 3 2025  |  Airline & Terminal News

Guest column: PPG transforms lounges into destination before departure

By Mei Mei Song, Chief Transformation Officer, Plaza Premium Group

This is a special feature from the April 2025 WTCE issue of PAX International on page 84.


Mei Mei Song, Chief Transformation Officer, Plaza Premium Group

Travel has always played a significant role in my life. As the daughter of Mr. Song Hoi See, the founder of Plaza Premium Group (PPG), I inherited a deep passion for our family’s business. We live and breathe the travel industry, constantly adapting to its ever-changing trends and consumer behaviours.

You may have come across the saying, “It’s the journey, not the destination.” I find myself constantly at the airport for both work and family trips, and every time I travel, I like to think of the destination I am heading to. How do I get there? What can I experience? What’s the culture and food like?

In 2024 we launched the “Your Destination Before Departure” initiative to redefine the airport lounge experience, transforming it into a “must-go” destination. Our goal is to transform the airport experience into an unforgettable journey, infused with the unique culture and essence of each lounge. This initiative will transform how we look at lounge spaces and curate them to showcase the best of the local cultures and how we incorporate them into our lounge experiences. From the moment our guests arrive, they will be warmly welcomed by our Lounge Ambassadors, dressed in traditional attire, who share insights into the location, setting the tone for the pre-flight experience.


Last year, Plaza Premium Group launched the “Your Destination Before Departure” initiative to transform the airport lounge experience into a “must-go” destination

This initiative first launched in six key locations—Kuala Lumpur, Jakarta, Nagoya, Adelaide, Rome and Dubai—bringing destination-specific experiences to life. We immerse our guests in the rich cultural heritage of each region, offering a taste of local flavours through curated snacks, signature dishes and handcrafted beverages. Art pieces and décor further reflect the essence of each destination. Building on this success, we have expanded to additional locations including Toronto, Vancouver and London, with Dallas Fort Worth set to be the next in North America.

For instance, you can taste our signature laksa noodles while exploring our art curation featuring local Malaysian artist in our Kuala Lumpur Lounge, In Canada, guests can enjoy locally brewed craft beers or the country’s iconic poutine, bringing an authentic taste of each destination into the lounge experience.

These lounge reinventions embody what we like to call a “proudly local” approach—a sense of place and a community-driven environment that goes beyond the practicalities of a transit stopover. It celebrates the very essence of why we all love to travel. Together, we make travel better.


Plaza Premium Group immerses lounge guests in the rich cultural heritage of each region, offering a taste of local flavours through curated snacks, signature dishes and handcrafted beverages as part of its “Your Destination Before Departure” initiative

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