Song Hoi-see, founder and CEO of Plaza Premium Group, tells TTN, “Before we set up a lounge, we study the profile of the passenger. We came up with the family suite in this lounge, the first one in more than 160 of our lounges, especially for the Arab travellers who want privacy. About 60 per cent of the travellers in the region are married couples and over 50 per cent travel with a companion, so therefore, we created family rooms. We also added a kids room as this region is very family oriented.”
Plaza Premium Lounge Dubai is the only airport lounge to offer four 10-square-metre Family Suites catering to the needs of big families or small groups with the inclusion of services by a team of multi-lingual butlers who speak Arabic, Russian, Hindi, Tagalog and Turkish. Travellers opting for the Family Suite will also enjoy Arabic coffee and dates, and welcome drinks.
There are four family suites – with a maximum capacity of six each – come with butler service as well, a dedicated children’s playroom and enclosed private napping space. There’s a cigar lounge, male and female prayer rooms and ‘glocal’ cuisine freshly prepared at live kitchens rounds off the offering.
Situated on the upper level overlooking departure gates A2 and A3, the lounge resembles a balcony sweeping with natural lights from the airport’s high ceilings. Guests unwinding at the lounge can appreciate the apron views while watching the movement of travellers on the walkways underneath.
Plaza Premium Lounge Dubai can be accessed through select travel passes and credit cards that provide lounge access. Lounge access starts at $53 including VAT for three hours usage per person.
“A lot of our customer are walk in or what we call b2b2c customer where they have a bank loyalty scheme. But recently we launched our own loyalty programme called Smart Travel or ST Programme, a mobile app where you instantly earn points when you visit our lounges and can also instantly redeem them. You can use this at one of our restaurants within the airport, you can also redeem hotel and lounge services as well as our meet and greet service Allways. We provide a seamless service within the Airport eco system. This is the first mobile app in the airport eco system where you can redeem and earn immediately, this is the advantage of having a network.”
The lounge in Dubai adds to Plaza Premium’s Middle East portfolio which so far consisted of a network of five lounges: two in Abu Dhabi, Dammam, Riyadh and Salalah.
“Although we have been operating lounges for 21 years, our lounge system is still a new concept, so we have to do a lot of education. Most people perceive a lounge to be only for CIPs (commercial important passengers) but since we started in 1998 with a lounge that was open to everyone regardless of the airline or class of travel, there are still a lot of people that do now know about this kind of service,” says Hoi-see.
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