Priority Pass announces new experiences, technological innovation, and strategic partnerships
With a 10% increase in lounge visits during January, the travel industry begins the year facing the challenge of maintaining quality services in the face of constantly growing global demand
Bogotá, April 2025. With the rise of global tourism, a new generation of travelers is evolving, prioritizing not only their dream destinations but also holistic experiences they can enjoy even before boarding. And today, more than ever, time optimization is the new luxury.
Priority Pass , a leading global travel experience company owned by Collinson International , has experienced this shift firsthand, with a 10% increase in lounge visits and travel experiences in January 2025, compared to the same month the previous year.
With the Easter and mid-year seasons approaching, this surge in demand presents a challenge: how can Priority Pass continue to deliver exceptional experiences while managing record-breaking traffic?
The Company understands that capacity may cause frustration for some travelers who cannot access lounges while traveling, which is why it has been investing in various solutions to ensure it continues to meet the needs of today's travelers around the world.
Among the measures implemented by Priority Pass is the expansion of its global network. In 2024, 201 new lounges and travel experiences were opened, as well as the diversification of these experiences, including relaxation capsules, video game rooms, spas, and more.
Pre-book access to the VIP lounge
Likewise, the launch of features like Pre-Book , with multilingual and multi-currency support for a frictionless booking experience, allows travelers to plan lounge access during peak times and optimize their time at airports.
Jeremy Dalkoff, Vice President of Partnerships for the Americas at Collinson International , says these innovations aim to make travel more comfortable and relaxing, helping travelers make the most of their time before their flight. “Our goal is to offer ever more service and comfort options when traveling, which is why we are focusing our efforts on advancing strategic alliances, collaborations, developing innovation and technology, as well as direct investments in the construction of new lounges through Airport Dimensions, another Collinson Group company.”
Advance booking provides peace of mind, especially during peak seasons or at busy airports, ensuring a smoother experience and maintaining service standards for all travelers. In Colombia, cities such as Bogotá, Medellín, Barranquilla, Barrancabermeja, Cúcuta, Pereira, Cali, Valledupar, and Santa Marta already offer this service in their lounges.
In these three post-pandemic years, the industry has proven resilient. Travelers have prioritized travel over other non-essential purchases, and it is projected that 5.2 billion people will fly this year, a 6.7% increase compared to 2024; according to data published by the International Air Transport Association (IATA). Responding to this demand, Priority Pass has already added 23 new lounges and five new experiences to its portfolio globally so far in 2025.
“For Priority Pass, it's important to serve consumers who demand excellence, which is why we adapt, innovate, and work to constantly surprise,” Dalkoff reiterated.