Airport lounges are becoming increasingly important for travelers, and as a result, the competition is heating up to provide the best experience. Food, beverage, and hospitality play a significant role in that experience, finds a recent survey conducted by Sodexo Live and You.Gov.

The study surveyed 2,166 air travelers across the U.S. and U.K. who had flown first or business class and/or visited an airport lounge within the previous year. The key findings reveal how expectations have changed.

• While the priority for 45% of travelers is a comfortable, uncrowded space, 28% are seeking culinary excellence, including award-winning chefs and tableside service. And 30% desire attentive service as part of a premium lounge experience.
• Expectations change throughout the day. More than 50% of travelers want self-service buffets filled with quality choices throughout the day, but by dinner, first and business class travelers are looking for table service and made-to-order dining.
• Breakfast is the most consistent across all markets and traveler types. Morning lounge visitors want light, fresh, healthy food that’s quick and easy to access.
• Among economy-cabin lounge patrons, 36% of U.S. travelers want local foods and flavors at lunch and dinner, while 40% of U.K. travelers prefer indulgent options at dinner. Locally inspired food and beverage create a stronger connection to the destination, while made-to-order dishes give travelers more choice.
• Travelers are more willing to try a new drink than a new dish. The data suggests that beverages offer room to introduce something new, from signature cocktails and local beers to specialty coffees and creative alcohol-free drinks. Travelers expect complimentary drinks, but they’re willing to pay for something distinctive.
  
  

“Airport lounges have become much more than a place to wait for a flight,” said Suzy Kitcher, CEO Global Airport Lounges, Sodexo Live, in a statement. “They’re an extension of an airline’s or card issuer’s brand, and every part of the experience shapes how travelers see it. Food and beverage play a central role in bringing that experience to life.”

Airport lounges now welcome a much broader group of people. In the past, elite travelers were the primary audience, but now 63% of lounge guests in the U.S. and 68% in the U.K. are not traveling in business or first class.