Context
Following the renovation of its existing lounges, the airport wishes to rethink its overall strategy regarding service offerings, pricing policies, and management practices.
The study is structured around three complementary components: redefining the positioning and model of the existing lounges; designing a VIP lounge intended to accommodate official visitors and VVIP passengers; and evaluating the feasibility of developing a lounge in the “arrivals” area and the form it might take.
Objective
Develop a strategy for service offerings, pricing policies, and management approaches for airport lounges.
Vertone Contribution
- Analysis of airport data to identify key issues related to the lounges: visitor numbers and length of stay, revenue and breakdown by customer segment, as well as cost structure and financial performance (P&L)
- Conducted 14 interviews with key stakeholders (airports, airlines, operators) to gather information on the needs and expectations of the various stakeholders
- Benchmarking of service standards by lounge type, both at comparable airports and benchmark airports (service offerings, access policies, pricing, space layout, management practices)
- Development and cost estimation of 7 business plans incorporating different levels of investment and management models (in-house management, outsourcing, or concession)
- Development of four comprehensive trade show management scenarios aimed at balancing operational efficiency and economic performance
- Recommendation of a Preferred Target Scenario
Results
- An assessment of the current situation, covering cost structure, utilization rates, and the range of services offered by the salons
- Benchmark by trade show type to identify market standards and expectations associated with each category
- Detailed three-year business plans that address the challenges specific to the airport in terms of traffic management, profitability, and operational complexity
- Development of four scenarios for comprehensive trade show management and formulation of a recommendation aligned with the airport’s strategic objectives
- 3 scenarios modeled on existing trade shows
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