Priority Pass expands VIP lounge network and invests in AI

Priority Pass will invest £500 million over five years to expand its VIP lounge network and develop new technology, including an artificial intelligence-powered app. The announcement was made by the Collinson Group, the parent company of the airport access program.

A significant portion of the investment will fund the growth of the group's own lounge network and the Priority Pass platform. The planned technological upgrades center on a new application called Priority Pass+, which is currently being tested in select countries.

New Priority Pass+ app features

The upcoming Priority Pass+ app aims to consolidate travel planning tools. Its AI features will use data from a member's past trips, preferences, and real-time location-with user permission-to suggest relevant VIP lounges and other travel experiences during a journey.

Members will also be able to purchase travel experiences and benefits directly through the app. Other improvements include simplified activation, saved card details, biometric authentication, and single sign-on via email or phone. Eligible members can manage multiple Priority Pass subscriptions from one account.

In the future, holders of eligible payment cards may be able to share visit benefits with additional cards through the app, pending authorization from the issuing bank.

Global lounge network growth

Investment will also drive the expansion of the global VIP lounge network via Airport Dimensions, a sister company to Priority Pass. The program recently surpassed 1,900 lounge and travel experience locations worldwide. Over the last 12 months, the network grew by 6.7%.

The plan includes strengthening the partnership with CAVU, the operator of Escape Lounges. Five lounges in the UK will get exclusive areas for Priority Pass and LoungeKey members, increasing available capacity.

Priority Pass Private and Fast Track services

The investment covers Priority Pass Private, a full-service luxury airport experience for passengers seeking exclusivity. Invited guests receive access to private terminals and lounges, accelerated check-in and security, and high-level dining experiences.

Another service is Priority Pass Fast Track, which provides reserved access to priority security lanes via the app and is already available at 28 airports. In the next 12 months, the network is expected to reach over 170 reservable priority lanes across more than 150 terminals and 130 airports globally. The portfolio also includes services like airport parking and luggage storage.

The Priority Pass program provides access to its network through an annual membership or via credit cards that include the benefit. The complete lounge network is listed on the Priority Pass website.