Airport Lounges Influence Travel Choices, JD Power Reports

In an era where every aspect of air travel counts, airport lounges are increasingly becoming a major influencer in passengers’ decisions when choosing flight routes and airlines. According to JD Power’s 2025 US Airport Lounge Benchmark, nearly half of airport lounge customers now plan their travel routes based on lounge access, while a staggering 82 percent choose their airline influenced by lounge availability. This shift marks a significant change in the factors that impact travel planning.

Access to an airport lounge has evolved from a luxury to a significant factor in travel decision-making. Airport lounges, once reserved for elite frequent flyers or those with expensive memberships, are now more accessible than ever before due to credit card perks and non-status-related access offers. This has led to an increased demand for lounges, particularly in larger airports that often struggle to accommodate the growing crowds. For travellers, lounges offer much-needed respite, with their quiet atmosphere, comfortable seating, and, most importantly, an array of food and beverage options.

JD Power’s 2025 report indicates that the appeal of food and beverage options in lounges is undeniable. A large majority of lounge users cite food and drink as the primary draw. The ability to escape from the usual airport chaos and relax in a calm space is another key benefit, with 62 percent of respondents appreciating this quieter environment. Interestingly, 38 percent of travellers also mentioned that they chose to visit lounges due to the high costs of food in the terminal, highlighting how lounges are not just a luxury but also an economical choice for some.

One of the most notable trends emerging from the report is the role of credit card perks in facilitating lounge access. A significant 34 percent of lounge customers use their credit card benefits to enter lounges, while 21 percent rely on their elite frequent flyer status, and 18 percent hold a standalone lounge membership. This trend underscores the growing role of credit cards as a gateway to premium travel experiences, making it easier for a broader group of travellers to enjoy the comforts that once were out of reach for the average passenger.

The longer passengers spend in a lounge, the more satisfied they are with the experience. According to the study, the majority of travellers spend between 31 and 60 minutes in a lounge, with an average satisfaction score of 758 on a 1,000-point scale. However, this satisfaction increases significantly for those who spend over two hours in the lounge, with their satisfaction score rising to 797. This data suggests that lounge amenities, especially relaxation and food offerings, greatly enhance the overall travel experience, making extended stays a preferred option for many.

The 2025 study also highlights the lounges that are leading the pack in customer satisfaction. American Express Centurion Lounge ranks highest with a score of 782, followed closely by the Capital One Lounge and Delta Sky Club, both tying with a score of 773. These top-rated lounges offer a combination of superior service, food, cleanliness, and a welcoming ambiance, further cementing the critical role that airport lounges play in enhancing the travel experience.

As demand for premium services like airport lounges grows, airports across the US are beginning to adapt. Many are rethinking their layouts and designs, taking inspiration from the comforts and amenities of lounges to replicate them in public terminal areas. This shift not only responds to passenger demand for more comfortable spaces but also highlights the role of lounges in shaping the overall airport experience. As passengers increasingly seek to combine efficiency with comfort, airports are focusing on upgrading their infrastructure to meet these new expectations.

For the tourism sector, the growing importance of airport lounges presents an opportunity for airports, airlines, and credit card companies to collaborate in enhancing the travel experience. With lounges now playing a pivotal role in passengers’ choice of airlines and routes, their influence on tourism is undeniable. Airlines that offer extensive lounge access, either through credit card perks or loyalty programs, are likely to see increased loyalty from travellers who view lounge access as an essential part of their overall journey.

Furthermore, as airports continue to expand lounge spaces and amenities, they can also help manage congestion and improve the passenger experience, ultimately contributing to the overall satisfaction of tourists and business travellers alike.

The impact of airport lounges on travel planning cannot be overstated. With their growing role in shaping passenger choices, lounges are now an integral part of the modern air travel experience. As airlines and airports continue to recognise this, the future of lounges looks promising, with expanded access and upgraded amenities on the horizon. For both tourists and frequent flyers, airport lounges are no longer just a place to pass the time – they are an essential part of the journey, enhancing comfort, convenience, and overall satisfaction.