In recent years, there has been a significant shift toward prioritizing work-life balance focused on well-being, a trend generally driven by Generation Z. Young people as they begin their working lives have reconfigured organizational culture and the value they give to their work is based on their own motivation and well-being, to then make meaningful and productive connections within work teams.
According to recent analysis from Priority Pass, the world’s leading airport experience programme, there has been a notable increase in “bleisure” travel – that is, the integration of business travel with leisure activities, whether by extending work trips to explore destinations, bringing along family or friends, or working remotely from holiday destinations.
According to the International Air Transport Association (IATA), around 5.2 billion people are expected to fly by 2025, which represents a 6.7% increase compared to 2024. Likewise, there is a growing trend towards well-being as a priority for travelers, regardless of the reason for their trip.
To meet these changing needs, airports are embracing wellness-focused amenities, from indoor gardens and quiet zones to private lounges and exercise areas.
In Colombia, the José María Córdova International Airport in Medellín has Harmony Lounge, a room that features an outdoor panoramic terrace, a full bar and a pool table, ideal for travelers to get some fresh air, entertain themselves, relax and enjoy before their flight. This same airport has The Dream Box, a VIP lounge with a large space dedicated to wellness, yoga and meditation.
According to Jeremy Dalkoff, Vice President of Partnerships for the Americas, Priority Pass airport lounges and experiences provide an oasis of calm before a flight, comfortable and quiet spaces to work or relax, with a selection of food and drink, or even spa and beauty treatments.
“The data also shows that the number of airport spas across our global network has grown by more than 100% over the past 12 months, while visits to these facilities have increased by 30% over the same period, indicating the high demand for these types of experiences when travelling,” Dalkoff reiterated.
Benefits of financial products
The rise in travel and high demand for premium experiences represents a huge opportunity for financial institutions to include innovative and comprehensive services that improve comfort, promote well-being and add value to the experience.
According to Collinson International, 61% of consumers globally say that the benefits of a payment card that includes access to airport lounges encourage them to use that payment card more regularly.
In Colombia, 76% of consumers would like travel-related rewards and benefits to be a core feature of credit cards and 80% of Colombians would switch to a new credit card that offered access to airport lounge membership at no additional cost, if their current credit card did not offer it.
Likewise, the Company's data reveals that for 54% of Colombians, having access to VIP lounges is the number 1 travel-related benefit that drives them to use their credit cards and 71% are willing to pay for a credit card that offers access to membership in airport VIP lounges.
To remain competitive and retain customers, the influence of travel rewards and benefits is clear. Since travel is a key spending category and represents a substantial portion of consumer budgets, travel rewards and benefits strongly influence spending intention. In a highly competitive market, redeeming these benefits increases consumer engagement and usage.
Fuente: Priority Pass.