Available in 30+ countries, this invitation-only service offers sumptuous private lounges and discreet boarding, redefining luxury travel.
Is this new invitation-only service the closest you can get to flying private?
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The widely recognized airport lounge membership program,
This new tier, dubbed Priority Pass Private, dramatically streamlines the pre-flight process, providing travelers with expedited private check-in and security screening, exclusive entry to a VIP lounge, and a chauffeured drive directly to their aircraft. The company confirmed that this ultra-premium service will operate on an invitation-only basis, specifically targeting corporations, such as private banks and wealth management firms, to offer as a high-value perk to their elite clientele. The convenience extends to the entire journey, right up to the plane door, eliminating the usual airport hassle.
"In today's evolving world of luxury travel, the most discerning and high-net-worth travelers expect more than just a seamless airport experience; they place an extremely high value on time, privacy, and exclusivity," stated Christopher Evans, the CEO of Collinson International, the parent company of Priority Pass. "Priority Pass Private was meticulously created to meet this precise need, fundamentally transforming what would typically be time spent in transit into genuinely time well spent. We are immensely proud to realize this vision, effectively reimagining travel for the world's most elite travelers." The launch acknowledges a shift in expectations among the affluent, who are increasingly seeking experiences that mimic the ease of private aviation.
The Priority Pass Private experience is initiated with a dedicated personal meet and greet immediately upon the traveler's arrival at the airport. From there, they are smoothly escorted through the entire check-in process, bypassing public lines for all necessary immigration and security checks. After clearing security, travelers are directed to a private VIP lounge, a sanctuary where they can relax and enjoy elevated dining and premium amenities. The final leg of the ground journey is handled by a chauffeured transfer that escorts the member and their party directly to the waiting aircraft, ensuring maximum privacy and minimal exposure. This complete end-to-end service is designed to feel less like a commercial airport transfer and more like a private charter.
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The company specifically designed this top-tier service to closely mimic the experience of flying private, offering a comparable level of seclusion and efficiency. While the focus is on a superior travel experience, the company hasn't yet disclosed the specific cost associated with the new Priority Pass Private service. Its pricing will be structured for corporate partners, making it a unique B2B offering rather than a direct-to-consumer product. Given the exclusivity and array of services included, it's anticipated to reflect the bespoke, high-end nature of the program. For travelers who drive, the need to park around airport and manage high airport car parking fees might lead them to seek alternatives, especially if their corporations are managing their travel expenses. For many, finding airport coupons for parking is a routine step, and services like ParkingNearAirports.io offer a simple online booking platform for affordable, secure parking.
Chris Ross, the chief brand officer of Collinson International, elaborated on the strategic decision, affirming that the company "listened carefully to the needs of our clients and the market, recognizing that a truly elevated offering will better reward the needs of high-net-worth customers." Ross emphasized that the new service represents the company's "most exclusive proposition to date," signifying a strategic move into the upper echelons of luxury travel. This market segmentation is crucial for retaining and attracting the most profitable clientele by aligning the product with their lifestyle and expectations. The commitment to privacy and speed is the core value proposition.
Beyond this brand-new, premium offering, the traditional Priority Pass membership continues to be a global standard for comfortable air travel, granting members access to a vast network of more than 1,700 airport lounges around the world. The core membership structure remains accessible: a "Standard" membership begins at $99 annually, with each subsequent lounge visit incurring an additional fee of $35. For the more frequent flyer, the "Prestige" membership is available for an annual fee of $469 and includes unlimited complimentary lounge visits for the member, providing a substantial value for those who travel monthly or more. This tiered approach allows travelers to select a plan that best matches their frequency and budget.
A significant portion of the Priority Pass user base gains access through the "Priority Pass Select" membership, which is a highly sought-after benefit included with the annual fee of various premium credit cards. This benefit is a staple of popular, high-end travel credit cards, most notably the Chase Sapphire Reserve and the American Express Platinum Card. This inclusion provides millions of cardholders with global lounge access as a standard feature, making Priority Pass a key amenity in the competition among financial institutions for high-spending, loyal customers. The card partnerships have been instrumental in establishing the brand's widespread recognition and utility.
