In recent years, airports have transformed from mere logistics centers to facilities offering integrated experiences. At the heart of this change is the increasing proliferation of airport lounges.

As a pioneer in airport hospitality, Plaza Premium Group recently partnered with Numero Uno, a leading regional supplier of caviar and select gourmet foods, making it the only provider of caviar service in airport lounges in the Middle East.

In this interview, Song Hoi See, Founder and CEO, talks about this groundbreaking partnership and shares his plans for the future.

Plaza Premium Group recently announced its partnership with Numero Uno. Could you elaborate on how this partnership fits with Plaza Premium Group’s long-term vision to enhance the dining experience in lounges?

At Plaza Premium Group, our goal is to redefine and enhance the lounge dining experience for our guests. Our partnership with Numero Uno, a leading provider of caviar and gourmet foods, is an important milestone in realizing this vision.

By introducing Numero Uno’s exceptional caviar to our lounges, we are not only expanding our culinary offerings, but also setting a new global standard for luxury and indulgence in airport hospitality. This collaboration also fits perfectly with our Infinity Room Experience, an ultra-premium lounge concept we are introducing.

With this partnership, Plaza Premium Group becomes the sole provider of caviar service in lounges in the Middle East. In your opinion, what impact will this move have on competition and innovation in the airport lounge hospitality industry?

Through this partnership, Plaza Premium Group becomes the exclusive provider of caviar services in airport lounges in the Middle East, setting a new benchmark for luxury and excellence in the region.

The MENA region is the fastest growing region for affluent travellers. By offering this unique and high-quality dining experience, we are becoming pioneers in the market and continuously exceeding travellers’ expectations. This move not only raises the standards of airport hospitality, but also forces our competitors to innovate and improve their offerings. It also reinforces our leadership position in the sector and unleashes a wave of creativity and improvement across the industry. In addition, it fosters a culture of continuous innovation.

This dynamic also benefits travelers, who can expect more diverse, sophisticated and luxurious experiences in airport lounges around the world. We believe our approach will inspire others to push the boundaries of what is possible in airport hospitality, resulting in a more vibrant and competitive market where excellence and customer satisfaction are paramount.

Can you tell us more about the Infinity Room Experience and how it differs from your other lounge offerings? What exclusive services and experiences can guests expect?

The Infinity Room Experience, which debuted in Hong Kong this June, is a distinctive “lounge within a lounge” concept that offers an unparalleled dining experience that combines elegance, exclusivity and exceptional service for elite travelers. Recently renovated and reopened, the Infinity Room features a modern interior adorned with contemporary artwork, creating a visually stimulating ambience. In this luxurious and immersive environment, guests can enjoy a world-class culinary journey.

What sets the Infinity Room apart is its carefully curated dining experience. It offers a delicious blend of locally inspired specialties, international delicacies and a fine selection of beverages including wines, spirits and juices. Throughout the day, the Infinity Room elevates the dining experience with luxurious afternoon high tea, tantalizing evening tapas and decadent desserts.

Other amenities include shower rooms and neck and shoulder massages. To enhance the experience even further, guests can avail of our ALLWAYS Meet & Greet service, which includes buggy transfers for a seamless and truly luxurious experience. This is currently only available in Hong Kong, but we plan to expand it globally to key locations within our international lounge network.

Are there plans to collaborate with other gourmet brands to create a more extensive menu offering?

Yes, we are actively exploring collaborations with renowned gourmet brands to expand our menu offerings. We are excited to announce our plans to collaborate with Numero Uno to further enhance our guests’ dining experience. This partnership will introduce unique gourmet selections that highlight the best of both brands. From carefully prepared appetizers to delicious main courses, each dish is designed to enchant the palate and provide a truly world-class culinary journey.

In addition, these collaborations enable us to host special culinary events and themed culinary experiences, further enhancing the luxurious and intense atmosphere of our lounges.

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How do you see the airport lounge experience evolving over the next decade?

The evolution of the airport lounge experience will undergo remarkable change over the next decade due to technological advances and changing traveler expectations.

As the post-pandemic travel boom continues, global travel retail sales are expected to exceed $117 billion by 2030. This upturn in travel retail indicates a significant increase in passenger numbers and demand for premium services.

In the United Arab Emirates, the travel and tourism market is expected to experience exceptional growth. In the Travel and Tourism Development Index released by the World Economic Forum, the UAE has ranked first in the Middle East and North Africa region and 18th globally. In 2024, the market is expected to generate revenue of US$1,447 million, with a CAGR of 2.99 percent expected between 2024 and 2028. The UAE’s tourism industry is expected to account for 12 percent of the country’s GDP, equivalent to AED 236 billion.

In the future, airport lounges will increasingly become destinations in their own right, offering more than just a place to rest. The integration of technology will enable more seamless and personalized experiences, making travelers feel valued as individuals. As this evolution continues, there will also be a greater focus on sustainability to meet global trends and travelers’ preferences. Customization will play a key role as lounges transform into experience spaces where the focus is on optimizing time and maximizing experiences.

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