Imagine stepping off a private car, bypassing the chaotic airport crowds, and being escorted directly to a luxurious VIP suite before boarding your flight. Sounds like a dream, right? But here’s where it gets controversial: this elite experience is no longer just for the ultra-wealthy. Enter Priority Pass Private, the latest offering from Collinson Group, a British company that’s quietly dominating the world’s airport lounges. With over 30 million members and 1,800 lounges globally, Priority Pass has become the go-to brand for travelers seeking a sanctuary from the chaos of air travel. Yet, as the company expands, it faces a growing dilemma: And this is the part most people miss—the very success of airport lounges is now threatening their exclusivity.
Founded by British entrepreneur Colin Evans three decades ago, Collinson Group is on track to surpass £2 billion in sales this year. However, the industry is grappling with overcrowding, particularly in U.S. and U.K. airports, where premium credit card holders are often turned away from lounges. “We’re victims of our own success,” admits Andrew Harrison-Chinn, marketing director of Dragonpass, a key competitor. This raises a bold question: Can airport lounges remain exclusive while catering to a growing demand?
Priority Pass Private aims to address this by offering access to private jet lounges and VIP facilities for top executives and high-spending clients of private banks, credit card companies, and hotels. Christopher Evans, now CEO of Collinson’s international division, describes these lounges as an “oasis of calm,” but is that still true when they’re packed? Meanwhile, the company is also tackling overcrowding in its mainstream lounges by encouraging pre-booking for a fee and diverting families to airport restaurants with meal discounts.
Evans argues that the current crowding is a temporary issue fueled by the post-Covid travel boom. Yet, the challenge is more acute in older airports like Heathrow, compared to newer hubs in the Middle East and Asia, which have more space. Here’s the catch: Priority Pass and Dragonpass rely on third-party operators to expand their capacity, limiting their control. Collinson has started designing and building its own lounges, but with only 84 in its network so far, it’s an uphill battle.
The broader issue is that as lounges become more accessible, they risk losing their prestige. To counter this, lounge networks are adding perks like gyms and even swimming pools—yes, one Priority Pass lounge in the Dominican Republic has one! Dragonpass has introduced fast-track security access. But here’s the irony: People don’t want to give up lounge access once they’ve had it. “It’s a luxury they’re unwilling to lose,” Evans notes, highlighting the psychological pull of exclusivity.
Despite tight margins—Collinson reported a £48 million operating profit on £1.5 billion in revenue last year—the industry continues to grow. The larger the network, the harder it is for competitors like Dragonpass to catch up. Founded in 2015 through a merger of a Chinese lounge network and a British travel firm, Dragonpass is Collinson’s closest rival but still lags behind.
Colin Evans built Collinson from a travel benefits business in 1985, adding insurance and other services along the way. Today, he remains the sole owner, with his son David as chief strategy officer. The company plans to stay private, aiming to become a multigenerational family business. But here’s a quirky twist: Evans has five granddaughters and no grandsons, meaning Collinson may one day outgrow its name.
So, as airport lounges evolve from exclusive retreats to crowded hubs, we’re left with a thought-provoking question: Can they strike a balance between accessibility and exclusivity? Let us know your thoughts in the comments—do you think lounges can maintain their prestige, or is their golden age over?
