Heidi Stancliffe, head of product, strategy & bids at CAVU, shares how premium airport experiences are evolving, and how they are creating new opportunities to grow loyalty and revenue.
Today’s travellers expect more comfort, simplicity, and control from their airport experience, along with connected, personalised services that improve every step.
Premium travel is no longer reserved for first or business class. With rising expectations across the board, airports are rethinking what ‘premium’ really means – and CAVU is helping shape experiences around what travellers value most.
How are premium lounges like Escape Lounges evolving to meet modern traveller expectations?
“We’re continuing to evolve our offering to reflect the needs of today’s travellers – improving comfort, choice, and the overall experience,” explains Stancliffe.
“Whether travellers want to check emails, enjoy a bite with friends, or simply take a breather, Escape Lounges offer a vibrant and social space that adapts to their needs.
“At CAVU, we’re rethinking what’s possible in the lounge space – bringing greater comfort, style, and flexibility to the airport journey. The aim is to make time at the airport feel more intuitive, elevated, and aligned with what travellers now expect.”
How do premium services like aether enhance passenger satisfaction and drive non-aeronautical revenue?
“CAVU recently launched aether, The Private Terminal at Manchester Airport – a reimagined premium experience designed to bring ease, privacy, and tranquillity to the beginning or end of your journey,” says Stancliffe.
“From private check-in and security to panoramic views of the runway and a dining experience by renowned Manchester chef Adam Reid, every element is designed to feel seamless and personal. Our team manages every detail – including passport control and chauffeur-driven transfers to or from the gate.
“Whether it’s a business trip, weekend getaway, or special occasion, aether gives travellers the freedom to tailor their experience. Express options offer speed and ease; inclusive packages add lounge access and curated dining. Premium services like this not only improve satisfaction by offering choice and control; they also unlock new revenue opportunities. The same traveller might choose different services depending on the journey – making flexibility a commercial advantage as well as a customer benefit.”
How can premium experiences be better monetised through connected travel?
“Research shows most travellers follow a similar booking journey – from inspiration to research, then purchase,” notes Stancliffe.
“Flights and accommodation typically come first, followed by services like transfers, activities, parking, lounges, and insurance, in that order of priority.
“A connected approach allows us to reach customers earlier, introducing them to premium services when they’re most open to adding value. It creates natural opportunities to cross-sell and upsell, improving the experiences and capturing more spend.”
As airports look to the future, one thing is clear: experience is everything. CAVU’s powerful e-commerce platform, propel™, helps you put passengers first, delivering personalised journeys that meet rising expectations and unlock new revenue.
Stancliffe explains: “With real-time data, integrated systems, and dynamic retail tools, it turns insight into action – enhancing satisfaction, loyalty, and spend at every touchpoint.”
