Priority Pass: 76% of Colombians prefer travel-related banking benefits
The company with more than 1,700 VIP lounges worldwide is positioning itself as a strategic partner of banking, offering experiences that strengthen cardholder loyalty
Bogotá, September 2025.—As consumers seek experiences that enhance their daily lives, Priority Pass strengthens its role as a key partner for financial institutions in Colombia, providing personalized benefits that respond to the growing demand for tourism-related rewards.
It is estimated that by 2025, global air traffic will exceed 5.2 billion passengers, with an average of 4.1 trips per person. In this scenario, Colombians show particular interest in rewards that combine convenience, well-being, and exclusivity: 76% would like their cards to include travel-related benefits, while 80% would switch card issuers if another offered free lounge access.
The data is overwhelming: 84% believe a card's benefits package is as important as the financial institution's reputation; and 92% would use their card more if it offered better benefits. This gap opens up a significant opportunity for the banking sector, which finds Priority Pass an ally in attracting and retaining customers.
“We work to be the financial sector's leading partner, offering innovative services that make travel more seamless and enjoyable,” said Mauricio Molina, Senior Vice President of Collinson International for the Americas. Priority Pass offers include advance lounge reservations at more than 160 locations across the Americas, access to express security, parking, spa areas, relaxation areas, video games, and discounts on food and beverages.
In Colombia, the brand has transformed airports such as El Dorado in Bogotá, Rafael Núñez in Cartagena, Ernesto Cortissoz in Barranquilla, and José María Córdova in Medellín, with spaces that combine modern design, premium services, and cultural elements. DreamBox in Medellín, for example, offers sleeping pods and meditation and yoga rooms, elevating the experience from the very beginning of the trip.
The trend is part of the rise of the wellness economy, which reached $6.3 trillion in 2023 and is projected to reach $9 trillion by 2028. Priority Pass incorporates this approach with initiatives such as TrvlWell , which integrates mobility, meditation and breathing into its rooms, and with yoga and relaxation areas such as the “Zen Den” at LAX.
Added to this is the impact of technology: the Tomorrow's Journey report reveals that up to 71% of Generation Z travelers increase their spending at airports thanks to automation, while lounge users spend 67% more than those who don't use them.
With more than 1,700 lounges worldwide and services that transcend airport waiting, Priority Pass is establishing itself as a strategic partner for banking in Latin America, connecting with what travelers value most today: comfort, well-being, and memorable experiences.