Plaza Premium Group redefines airport experience with ALLWAYS and Plaza Premium First
This is a special feature from the June/July 2025 Amenities & Comfort digital issue of PAX International, on page 32.
The ALLWAYS team uses proprietary apps and real-time flight and terminal data to adjust on the fly, ensuring a seamless traveler experience
A business traveler checks their watch while weaving through the bustling terminal. With only 40 minutes before boarding and a video call scheduled in 15, every moment matters. Amid the chaos of queues, noise and gate changes, this traveler is not seeking extravagance—they crave ease, calm and support.
It is this traveler, and others like them, who are at the center of the philosophy behind Plaza Premium Group’s ALLWAYS and Plaza Premium First offerings. With a mission to redefine what airport comfort truly means, the company is reshaping the traveler journey with personalized concierge services and elevated lounge experiences.
“Airports have long been synonymous with stress, long queues, tight connections and a transactional experience that strips away the joy of travel,” says Pascal Bélanger, Senior Vice President, Americas at Plaza Premium Group. “ALLWAYS aims to change that narrative by delivering premium, end-to-end airport concierge experiences that reintroduce ease, care and a sense of calm into the journey.”
Pascal Bélanger, Senior Vice President, Americas, Plaza Premium Group
From stress to seamless
At its core, ALLWAYS is built on adaptability. Bélanger emphasizes that comfort today cannot be one-size-fits-all. Whether the passenger is an executive moving quickly between meetings, a family traveling with small children or an elderly guest with mobility needs, ALLWAYS assigns a dedicated liaison who manages every step of the airport experience.
“For executives, time is paramount,” he explains. “ALLWAYS ensures that the journey is planned from start to finish—coordinating everything from pick-up or parking, check-in to security, direct lounge access or being brought to the gates right away.”
Meanwhile, families benefit from assistance with luggage, expedited services and pre-arranged support. “Older guests and those needing extra care receive reassurance and hands-on help navigating the airport, from buggy services to wheelchair arrangements.”
These tailored experiences are enabled by a combination of advanced technology and localized operational knowledge. The ALLWAYS team uses proprietary apps and real-time flight and terminal data to adjust at a moment’s notice.
“When a delay or rerouting occurs, we adjust on the fly, meeting guests at new arrival points, rebooking tight connections or updating lounge arrangements,” Bélanger says. “Our team communicates directly with passengers, airline staff and airport personnel to make seamless switches behind the scenes.”
ALLWAYS provides personalized, end-to-end airport concierge services that streamline the journey, offering comfort, support and seamless navigation from curb to gate and beyond
This ability to adapt presents a strategic opportunity for airline partners. ALLWAYS offers both branded and white-label concierge services, designed to reflect each carrier’s brand ethos and enhance the value of premium fare classes or loyalty tiers.
“ALLWAYS helps partners strengthen customer loyalty, differentiate their services and exceed today’s travelers’ expectations for comfort and reliability,” Bélanger notes.
Airports also benefit. In destinations such as Hong Kong, Dallas Fort Worth and Toronto, Plaza Premium Group’s presence includes a robust physical service network. These services range from Meet & Assist and porter support to fast-track immigration and buggy transportation. In some cases, guests are greeted directly at the aircraft door. Bélanger says this seamless integration of human touchpoints and technology “turns every airport visit into an effortless, tailored journey.”
Transforming travel
While ALLWAYS offers mobility and flow, Plaza Premium First
lounges offers space, calm and rejuvenation. Located at select airports, the lounges are designed to be restorative rather than extravagant.
At Vancouver International Airport, floor-to-ceiling windows reveal sweeping views of British Columbia’s mountains and coastline. The lounge offers locally inspired drinks, wellness-oriented meals, private shower suites and quiet zones.
“Every element is intentionally designed to help travelers feel not just relaxed but emotionally grounded before their journey,” explains Bélanger.
He says what sets Plaza Premium Group apart is the consistency of its philosophy across both its service platforms.
“Plaza Premium First and ALLWAYS are built on the same core belief that removing friction and anticipating needs transforms travel into a meaningful experience,” Bélanger says.
This philosophy has culminated in the company’s latest offering—Beyond First—a unified experience that blends the best of both services.
ALLWAYS assigns travelers with a dedicated liaison who manages every step of the airport experience
Through Beyond First, travelers receive private transfers, curated meals, exclusive lounge access and continuous concierge care, in one integrated program. The product reflects the evolution of luxury in travel—emotional ease, reliable support and personalized attention.
Bélanger says recognition from the Luxury Lifestyle Awards for Best Luxury Airport Concierge in both Toronto and Dallas affirms the value of this approach.
“These accolades reinforce that our blend of thoughtful design, technology-enabled responsiveness and genuine human care is not just well designed—it is deeply valued by today’s discerning travelers,” he says.
