Priority Pass updates brand, benefits and apps

The world’s largest independent airport lounge access provider, Priority Pass, has refreshed much of its brand to reflect the changing needs and expectations of frequent flyers. The revamp comprises of an updated website, new smartphone apps, new digital membership cards, new member offers and a modern brand identity.

Part of the Collison Group, Priority Pass is offered as a benefit in many companies’ reward programs, including banks, credit card providers, telecoms operators and consumer brands. The brand’s refresh follows extensive member research in Asia, Europe and the US.

Stephen Simpson, Global Marketing Director at Priority Pass

, said: “We asked our growing membership what they wanted to see from us and the result is a significant investment which exceeds the demanding expectations of our Members, Clients and Partners. 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.”

Priority Pass' new website

The company’s website, prioritypass.com, has been given a new look and improved functionality, while the Priority Pass apps for Android, Blackberry and iOS have been updated so that Priority Pass members can use a “Digital Membership Card” to access most lounges in the Priority Pass program with their smartphone or tablet.

Priority Pass are also providing new travel, golf and car rental offers for its members. According to a statement from Priority Pass, “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 true amongst 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.” Over 850 lounges are now available to Priority Pass Members, including the recently launched ‘Aspire, the Lounge and Spa at LHR T5’ – the first independent airport lounge at London Heathrow Terminal 5.

Read about it here.